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Online Reputation Management: The Basics February 14, 2008

Posted by seonotes in Online Reputation Management.
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This morning of the 14th of Feb, I cannot seem to connect to google.com. For some strange reason, I am limited in all my activities early today because my buddy search engine ain’t there. I believe there is a huge impact to society once this popularly used (and abused) search engine will stop to function. This is a not so nice start for Valentine’s day.

The above statement is a sample content meant for online reputation. It can be seen as a negative comment to Google’s inability to reach me this morning, or it can be a positive heads up note – as I’ve stated that Google impacts society big time.

Online reputation is not entirely a new concept. Even before the popular days of search engine optimization, people must have been reading customer reviews before purchasing a product. Management of online reputation is another thing. There is deliberate intervention by the parties involved as they maintain the good image of a product/service/company online. This is where the value of search engine optimization comes in. By using the techniques in optimizing pages, one can topple the negative reviews and comments against the client you are servicing.

But how exactly does online reputation management go about? To be honest, I am quite new in this particular field. I’ve been doing some research as to how to quantify online reputation damage, and the right strategies to cover for the damages. Here are some notes I’d like to share. Quite raw, though:

  • Establish KPIs or Key Performance Indicators – How will you quantify damage, is it by the number of negative reviews? The search engine rankings of these negative sites? Their traffic? Page Popularity? By identifying these metrics, you will have a basis as to how you can measure your success in damage control
  • Monitor what people are saying about you – Check the top websites that contribute to your thumbs down image. Who are they? Where do they get the basis of their claims? How influential are they? Then check in what search engines, forums, blogs do negative comments come from.
  • Analyze the picture – What are the common complaints against you/your product? Are these factual? How can you give solution to these.
  • Go Pro-active and Influence – Start from the bottom and do the dirty work. After the analysis, you should be able to identify the steps needed to topple bad content against you. Check if organic SEO techniques will be enough. Create a community wherein you can build good reputation. Don’t underestimate the power of social media marketing.

This is just a basic formula for online reputation management. Once I get the initial results of this project, there’ll be more meaty (and concise) details to share.