Online Reputation Management

Jonathan Guy

How to destroy your reputation in just one tweet…

Agenda

• Reputation Management, what is it and why bother?• How you can easily check your reputation online• Help! Someone has said awful things about me!• Do’s and Don’ts of Online Reputation Management• Classic #failures

What is Reputation Management?

Online reputation management (ORM) is the practice of crafting strategies that shape or influence the public perception of an organization, individual or other entity on the Internet. It helps drive public opinion about a business and its products and services.

https://www.techopedia.com/definition/29591/online-reputation-management-orm

• Google Alerts• Twitter search• Name search + review• Online Reputation

Management Tools

Warning – there are tools and programmes that will take your money and NOT do anything

How to check your reputation

Help! Someone has said awful things about me!

Why don’t people like me….?

I want this item so I’m heading to House of Fraser. What kind of user experience awaits…..?

WHO?

What is free?

Ugly url and meta description

I’m expecting to find Gold Crystal Jewellery (or Jewelry!)

#fail

Your business reputation is important….

…but how do your customers see you?

Is this how you want people to view your business?

Happy customers give your business a boost

You can control how people perceive your business

Reputation Do’s and Don’ts

Do• Optimise your website• Check your name/brand

online• Treat Google as your shop

window• Own and monitor your social

channels• React quickly• Ask for genuine customer

feedback

Don’t• Ignore the way your website

looks• Ignore social media• Argue with customers

online• Defend the indefensible• ‘Astroturf’ reviews

Classic#failures

Classic failure #1

Amy’s Baking Company, Scottsdale Arizona

This is how it started…

The voice of the crowd….

To which they replied…..

…it gets better….

It was picked up by the Phoenix Times

Then it was added to on Yelp….

This then got them onto Ramsay’s Kitchen

Nightmares

The ONLY time Ramsay ever gave

up.

And finally, social media meltdown

This was apparently ‘hacked’

Astonishingly they got 3 stars!

Classic failure #2

‘Fireworks’ to celebrate 4th Julyposted on Instagram

#smoke #clouds

Space Shuttle Challenger disaster occurred on January 28, 1986

Classic failure #2a

Classic failure #3

Only one of them had access rights to the company Twitter account…

Lesson

Don’t delegate your company social media to the lowest paid individual just because you don’t understand it

November 1st 2015This happened….

Classic failure #4

What happened next wasn’t funny

Classic failure #5

Lesson

There are some things you simply don’t joke about

Classic failure #6

LessonDon’t be rude to people

Summary

• Reputation matters – online as much as offline• Check your website isn’t the root of the

problem• Never say anything online that you wouldn't

say to someone’s face• Think before you post• Check your reputation online – regularly

Final thought

“Better to remain silent and be thought a fool than to speak out and remove all doubt.”

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