online reputation management (and social media survival skills)

8/14/2019 Online Reputation Management (and Social Media Survival Skills)

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Online ReputationOnline Reputation

Management (and SocialManagement (and Social

Media Survival Skills)Media Survival Skills)


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Online Reputation ManagementOnline Reputation Management

n Online reputation management, or ORM, isthe practice of consistent research and analysisof ones personal or professional, business orindustry reputation as represented by the

content across all types of online media. Wikipedia

n


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Why Reputation Management MattersWhy Reputation Management Matters

n Consumers will Google you

n Consumers are using social media to findservice providers

n It takes years to build your reputation, ittakes minutes (seconds) to ruin it

n

The internet never forgetsn Social media can be used to attract clients


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What Does it Entail?What Does it Entail?

From PluginHQ - http://www.pluginhq.com/what-is-online-reputation-management/


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Managing your ReputationManaging your Reputation

n Buy the domain name for your full namen Set up profiles on all the social networks

n Point all links back to your main blog orwebsite

n Whenever others write about you, encouragethem to link your name to your websiten This usually happens naturally


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RepairRepair

n Preventionn Social Media Survival Skills

n If a blow up happensn Respond as quickly as possible

n Admit your mistakes

n Make sure your side of the story is out there

n Resolve differences with the other party

n

Comment on every conversation with link toyour side of the story


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MonitoringMonitoring

n Google alertsn Feedreader

n Google

n

Twitter searchn Trackur ($18 per month)

n


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Social Media Survival SkillsSocial Media Survival Skills


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Why Social Media Marketing WorksWhy Social Media Marketing Works

n Residual benefits of permanent contentn Publicity of open communication

n Network effects

n

Social capital = powerful currencyn Consumer trend: P2P research

n Consumer trend: opt-in marketing


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Social SitesSocial Sites

n Zillown Active Rain

n Trulia

n

TwitterTwitternFacebookFacebook

nLinkedInLinkedIn

nYelpYelp

nMyspaceMyspace

nMeetup.comMeetup.com

nFlickrFlickr


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1. RIP the Hard Sell, Long live the Soft Sell1. RIP the Hard Sell, Long live the Soft Sell

n Hard Selling: you chase, pitch & close leadsn Soft Selling: closed leads come to you

n Your soft sold products are advice,experience, reputation, info resources, freeservices and your reputation (followers,reviews, profiles etc.)

n Sell Softly but dont be soft. Always be

closing the permission marketers way ...


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2. Imagine your virtual conversations IRL2. Imagine your virtual conversations IRL

n IRL = In Real Life

n If you wouldnt do it IRL, it wont work online!

n Look for (funny) analogs:n Blog comments = crowed room full of

strangersn Community forum = youre the new guy/gal

in a room full of old friends

n Twitter = talking out loud as you stroll main

street USA

-Jay Thompson,Phoenixrealestateguy


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3. Acknowledge your (perceived?) bias3. Acknowledge your (perceived?) bias

n If you declare your bias, no-one else can!n Some topics are out of bounds for pros. Set your

no-mans land BEFORE you startn For me ... CMA & list price inaccuracy,

commissions, listings, ads, politics ...n For you ... market has bottomed, FSBO sucks,

Renters suck, politics ... etc.

n Transparency + Consistency + Thoughtfulness =

Credibilityn LOOK FOR opportunities to say I was wrong,

we fixed that, of course, Im biased


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4. Dont be (perceived as?) a Spammer4. Dont be (perceived as?) a Spammern Good chance that a spammer reputation will

hurt your businessn The hard sell in public conversation = SPAM (if

your primary goal is to get them to call, youhave crossed the line.) e.g. call me, I can helpyou, fill out my application form ... etc.

n Stay on topic (no matter how badly you want totalk about your market)

n Imagine your link-filled comment signature IRL(biz card, biz card, biz card, biz card ...)

n

Avoid thinly veiled help/FUD. You poor FSBO, Ican save you from a world of hurtn Rather use your links, blog and profiles to attract

leads - now, youre soft-selling!


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Example of Not SpammingExample of Not Spamming

Matt Stigliano,RERockStar


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5. Never ascribe to malice that which can be explained5. Never ascribe to malice that which can be explained

by incompetence Napoleonby incompetence Napoleon

n You have a professional reputation to protect.Consumers dont. Pick your battles!

n Learn to differentiate between a personal insultand a generalization.

n Step away from the keyboard. When in doubt,dont type! Save a draft & sleep on it.

n Never start selling until youve settled yourdifferences.

n The only appropriate response to a troll is toignore them.

n Everyone is entitled to their opinions (no matterhow wrong.)


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6. The Internet Never Forgets6. The Internet Never Forgets

n Stay on messagen Get your facts straight

n Dont exaggerate

n

Correct your mistakes publicly & quicklyn Every now and then ... Google yourself


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The Internet Never ForgetsThe Internet Never Forgets

n Carol Hian example April 2008n

n


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7. Lurking is actually good for you!7. Lurking is actually good for you!

n Read (much) more than you write. Reply tomore posts than you originate.

n Every community is different. What works onx.com wont work on y.com.

n Respect is earned. It takes time.


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8. Escalate Communications with the8. Escalate Communications with the

ConflictConflict

n No-one will solve the worlds problems in 140characters or less; dont even try!

n Perception gaps are often best closed inperson (on the phone or F2F)n Brian Brady

n Beware the passive-aggressive (or just plainaggressive) e-mail

n

Its OK to ask for public reconciliation and itsgood for your reputation


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9. Links are the Soft Sellers Upsell9. Links are the Soft Sellers Upsell

n

Dont bother participating if you dont get agood link out of it.

n Think about where you link back to: Blog /Site / Post / Listing / Profile

n If the site links to your profile, build a GREATprofile

n Look for the SEO angles:n Good (followed) links from authoritative sites

to content you want to rank

n Can the profiles and posts you control rankfor your keywords?


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10. Be Yourself & Have Fun10. Be Yourself & Have Fun

n Be controversial ... to an extentn You cant please all the people all the time ...

dont even tryn Jay Thompson

n Play to your niche passions and mix them inwith your work online; its the stuff thatmakes you interesting


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RE Pros Doing it WellRE Pros Doing it Well

n Jay Thompsonn http://www.phoenixrealestateguy.com/

n Kris Bergn http://sandiegohomeblog.com/

n

Jim Duncann http://www.realcentralva.com/

n Ines Hegedus-Garcian http://www.miamism.com/

n

Teresa Boardmann http://www.stpaulrealestateblog.com/n Heather Elias

n http://www.locomusings.com/
http://www.phoenixrealestateguy.com/http://sandiegohomeblog.com/http://www.realcentralva.com/http://www.miamism.com/http://www.stpaulrealestateblog.com/http://www.locomusings.com/http://www.locomusings.com/http://www.stpaulrealestateblog.com/http://www.stpaulrealestateblog.com/http://www.stpaulrealestateblog.com/http://www.miamism.com/http://www.realcentralva.com/http://sandiegohomeblog.com/http://www.phoenixrealestateguy.com/


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Questions to Ask YourselfQuestions to Ask Yourself

n What do you put online?n What does your online presence mean for

those around you?

n What about anonymity?

n Do you keep separate personal/businesspersonas?

n


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Last ResortLast Resort

n Change your namen Start using a middle initial

n


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QuestionsQuestions

E-mail: [email protected]: @drewmeyers
mailto:[email protected]:[email protected]

online reputation management (and social media survival skills)

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