Online Reputation Management: What is it, and How to Repair it [Presentation]

Online Reputation Management
• What is it
• Why it matters
• How to repair it

Online Reputation Management
• Topics Covered
– What is Online Reputation Management?
– How Your Online Reputation Can be
Damaged
– What Happens When Your Reputation is
Ruined
– How To Repair Your Online Reputation

What is Online Reputation
Management?
• Pre-internet
– Brands, people and companies could
control what was said about them.

What is Online Reputation Management?
• Times have changed.
Images courtesy by PhotKing ♛Image courtesy by Mike Licht, from Flickr
But times have
changed

Management?
• Now
– The Internet is the new first impression.
– Clients “Google” you when speaking on the
phone.
– Anyone can say anything, and it shows up
online.
– People don’t ask for references anymore,
they search Google.

• Top search engines…
Image courtesy by Danard Vincente
Top search engines…

Management?
• 84% say online reviews influence purchasing,"
Opinion Research Corporation (Opinion Research
Corporation)
• 77% of executive recruiters use search engines to
research applicants.
• 35% have eliminated candidates based on the
information they found. (ExecuNet)
• 83% of companies will face a crisis that negatively
impacts their share price between 20 and 30%, during
the next five years. (Oxford-Metrica)

But ONE negative
post can ruin your
business.
Management?

Management?
• Anything about you or your business
online
• What people say about you
• What other sites say about you
• How you respond

Management?

• What Makes up Your Online
Reputation
– Your web site
– Your personal or business blogs
– Comments about you from sites or blogs
– Comments you write
– Social media chatter
Management?

How Your Online Reputation
Can be Damaged

Image courtesy by DeclanTM
Can be Damaged
● Negative,
misleading,
inaccurate and
damaging content

Image courtesy by chellseeyy
Can be Damaged
● Rumors, lies, or other
hurtful material shows
up in your search
results

Image courtesy by Dirk Vorderstraße
Can be Damaged
● Harmful reviews
or anonymous
posts from
troublesome
sites

Can be Damaged
• Review sites
– Yelp reviews
– Yahoo reviews
– Google+ reviews

Can be Damaged
• Complaint sites
– Scam.com
– Ripoff Report.com
– Complains Board.com
– Pissed Consumer.com

Can be Damaged
• Industry Specific Sites
– Lawyers.com (Law)
– Avvo.com (Medical)
– Others

A negative reputation can
last forever
Image courtesy by hal

What Happens When Your
Online Reputation Is Ruined
Before

After

• If a negative item shows up on the
first page of Google:
– Clients stop calling
– Prospects or leads decrease
– Sales decline
– Company folds

How NOT to Repair Your
Online Reputation
• DON’T write your own reviews, even
under a different name.
• DON’T engage in a flame war or
respond to a blog comment,
especially using harsh or
unprofessional language

Online Reputation
• DON’T defame or write critical posts
• DON’T ask an intern, your nephew or
friends to help with social media
responses unless they are
professionals or are very experienced
• DON’T use shortcuts such as “link
farms”

Online Reputation
• What if something negative shows
up?
– Remain calm
– You might feel violated, angry
– Review the issue
– Create strategy on how to move forward
– Repair your online reputation

How to Repair Your Online
Reputation
• How to Repair Your Online
Reputation
– Search Engine Optimization
– Social Media
– Content Creation

Reputation

Reputation
• Goals
– Try to Remove Negative Reports
– Push negative link off first page of Google
– Add good information about you

Reputation
• Try to Remove Negative Reports
– Once something is online, it is extremely
difficult or almost impossible to delete
– You might be lucky and get it removed
– Note that many sites often ignore removal
requests, such as RipoffReport.com-even
though the posts can seem libelous

Reputation
Search
Engine
Optimization
Image courtesy of SEOPlanter

Reputation
• Why do we care about SEO?
– Optimize your websites to get found by
Google
– Generates more traffic
– Helps in focusing on good content

Reputation
• Finding good search terms is crucial
– Determine how people search for you
– Must be attainable
– Based on research
– Be specific
• “litigation lawyer NYC” is better than “lawyer”

Reputation
• How to Use Key Search Terms
– Integrate into web page text
– Add “behind the scenes” in code on site
– Add to other sites such as blogs and Twitter
bios, etc.

Reputation
• Generating good
organic site traffic is
important

Reputation
Social Media
– Which to pick?
Image courtesy of ickrate

Reputation
• Social Media
– Know your audience
– Pick just a few
– Remember: goal is to
generate good
information
Image courtesy of mkhmarketing

Reputation
• Social Media
– Twitter
• Get key Followers
• Tweet good content
several times daily
Image courtesy of mkhmarketing

Reputation
• Social Media
– LinkedIn
• Join several
good Groups
• Add comments
and connections
daily

Reputation
• Social Media
– Facebook
• Add images, videos
• Post several comments
daily
Image courtesy of Robert S. Donovan

Reputation
• Social Media
– Pinterest
• Post images
daily in Boards
• Follow others
Image courtesy of Highways Agency

Reputation
• Social Media
– Google+
• Join Circles
• Post frequently

Reputation
• Find industry-specific sites
– Join discussions
– Be active
– Add content, images

Reputation
Content
creation
Image courtesy of William Brawley

Reputation
• Content Creation
– The best way to fix your online reputation is to
write good information
– Post frequently
– Flood the internet with quality content will
eventually push the negative element off the
first page
– Videos, photos more important

Reputation
– Business Websites
Image courtesy of Tulane Public Relations

Reputation
– Business Blogs
Image courtesy of Search Engine People Blog

Reputation
– Personal Web Sites
Image courtesy of Robert Bejil

Reputation
– Personal Blogs
Image courtesy of Hey Paul Studios

Reputation
– YouTube Videos
– Articles
– Presentations
– White papers
– News Releases Image courtesy of Maria Reyes-McDavis

Reputation
• How long will it take?
– It depends on how bad the negative item is
– How popular it is or how many hits it gets
– Your existing online presence and the effort
you put into fixing your online
– Average project takes six months

Reputation
• Conclusion
– Remain Calm
– Don’t take it personally
– Learn, and move on
– Continue to add good content

About Recover Reputation
• Boutique online
reputation firm
• Focused on
professionals
• 20+ years IT, writing
experience
• Personal, hands-on
approach
Steven W. Giovinco, Owner
Recover Reputation

Recover Reputation
• Questions for Steven W. Giovinco?
• Connect!
• Call 347-421-7598
• Email steve@recoverreputation.com

Online Reputation Management: What is it, and How to Repair it [Presentation]

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Online Reputation Management: What is it, and How to Repair it [Presentation]