Online reputations are becoming increasingly important and difficult to manage. As a result companies that were doing traditional branding are now compelled to change their approach and embrace new online tactics.
Companies that are serious about the perception of their brand should be prepared to include a reputation management campaign in their marketing plan.
Individuals who are concerned with their online reputation should be more conscious of what type of information they post online. On a small scale individuals can be proactive in promoting their own positive content.
For both companies and individuals, a professional reputation management company should be used to take control if the situation gets out of hand. Skilled reputation management companies are experienced in quick reputation repair which will limit the amount and extent of negative information exposure.
We specialize in online and search engine reputation management, offering a wide variety of custom solutions to repair, defend, and monitor corporate and personal reputations. With combined knowledge in search engine optimization, HTML, public relations, PPC, adwords, social media, copywriting, and software tools, our approach to branding delivers successful results for clients who are in need of best-in-class online reputation management.
Our main main goal is to drive negative results out of the search engines. The visibility of the negative information is then drastically decreased. We take a multi-step approach to online reputation management. For example, one step is to monitor online conversation and determine the sources of negative or unwanted information. The next step would involve promoting positive or neutral information while decreasing the visibility of negative information. Each client is unique and due the sensitivity of many of the situations our clients come to us with, we typically handle each project differently by deploying a customized solution.
Dealing with and repairing a bad online reputation isn’t easy. However, starting with some of the suggestions below, you can get a jump start on repairing your reputation. These suggestions are geared toward replacing negative information with positive information on search engine results.
Some Tips for Reputation Repair
• Create Social Networking Profiles – Social networks like Naymz, Linkedin, Facebook, Twitter, Squidoo, and Digg are a great place to start. Typically these work best for less common names. If your name is common, like “John Smith”, you will need to get more creative in how these profiles are used.
• Write and Syndicate Articles – Most sites would love to have quality unique content available to them. Solicit the websites of a topic you are knowledgeable in and offer them unique and relevant articles in exchange for a bio on their website, to appear with the article. You can also ask them to link the article to a personal or corporate website.
• Own Your .com, .net, and .org Domain Name – Buy any variation of domain names with your name in them. For example, JohnSmith.com, JohnSmithBlog.com, etc. Write a few pages about yourself for the website and soon this site could appear for searches related to your name. For companies, be sure to own all website variations for your company name and product names. You do not need to post pages on each domain name, but owning them ensures that no one else can purchase them with the purpose of slandering you or your company. By the way, this would include YourCompanyDomainNamesucks.com.
• Contribute to Consumer Generated Websites – Contribute to forums, consumer review websites, and other places on which you have the opportunity to post content and create occurrences of your name online. Be sure to use your real name when registering and contributing to these websites. Blog comments on Blog websites are another avenue for your name to appear online.
• Press Releases – Press releases are an easy way to publish a page of content about yourself or your company online. There are press release syndication websites that allow you to publish your press release at no cost. Try to make press releases interesting and useful for the best results.
• Public Speaking – Speaking at industry events or local events can give you the positive reputation boost that you are looking for. You will most likely be featured on the event website, and you can also post the event on your own website and Blog or publish a press release to announce the event. These presentations should be recorded, digitized, and then be available for podcast distribution as well.
When negative information appears online it affects the way you or your company are perceived in the public eye. In fact, in a recent study (Creative Group), it was found that 7 out of 10 searchers do not make a purchase if the search they perform contains negative listings. This shows how much of an effect negative search engine listings can have on a person or company. Your reputation is a key factor in personal and business relationships. Both companies and individuals should be aware of the type of results that are appearing in search engines and how it is affecting their business or personal life.
An important point to note is that not all negative information is limited to standard search engines. Blog search engines, video sites like YouTube, social news such as Digg can be affected as well.
As you can see just from reading these simple techniques — there are many more — there is a definite need for professional, experienced help in online reputation management. There are many reasons a person or company should chose to enlist the help of a skilled online reputation management company. Some of the techniques used to combat negative information require technical or strategic expertise while other situations may be sensitive and should be handled with extreme care and knowledge to insure a long-term solution acceptable to the search engines. No “black-hat”, no footprints.
In addition, monitoring and defending an online reputation is time consuming. For an individual or a small company it can be a part time job while, for a large company, it can be a full time job that may require a dedicated team.