1/🧵
🚨::: Online Reputation Management :::🚨
A topic that is often ignored,
despite the huge influence that reputation plays in marketing,
the impact it has on sales,
and what a PITA it is for SEO.
🧵>>>
Please Retweet
#ORM #OnlineReputationManagement #SEO #DarthAutocrat
🚨::: Online Reputation Management :::🚨
A topic that is often ignored,
despite the huge influence that reputation plays in marketing,
the impact it has on sales,
and what a PITA it is for SEO.
🧵>>>
Please Retweet
#ORM #OnlineReputationManagement #SEO #DarthAutocrat
2/*
ORM is technically part of Digital Public Relations (Digital PR (DPR)).
I say “technically”, because, in most cases, those in that field seem more interested in “link acquisition” than handling public relations/perception?
>>>
ORM is technically part of Digital Public Relations (Digital PR (DPR)).
I say “technically”, because, in most cases, those in that field seem more interested in “link acquisition” than handling public relations/perception?
>>>
3/*
Online Reputation is obviously the digital/internet aspect of a company’s (or individuals/groups) reputation.
It not only has the same issues that the Real World presents,
but has some unique difficulties due to the nature of digital, and search.
Online Reputation is obviously the digital/internet aspect of a company’s (or individuals/groups) reputation.
It not only has the same issues that the Real World presents,
but has some unique difficulties due to the nature of digital, and search.
4/*
Now, to be clear - Reputation, though important - isn’t often “critical”.
A bad review here, bad press there … seldom has any major long-term negative impact.
Boohoo are still going
J C Penny hasn’t closed
Subway is still going in Ireland
People still use Facebook
:D
Now, to be clear - Reputation, though important - isn’t often “critical”.
A bad review here, bad press there … seldom has any major long-term negative impact.
Boohoo are still going
J C Penny hasn’t closed
Subway is still going in Ireland
People still use Facebook
:D
5/*
The impact of negative publicity varies - factors such as the offense size and relevance to the audience, the companies perceived value and size.
Though larger companies/brands can weather larger storms - it can have consequences (share value etc.)
The impact of negative publicity varies - factors such as the offense size and relevance to the audience, the companies perceived value and size.
Though larger companies/brands can weather larger storms - it can have consequences (share value etc.)
6/*
So what’s the big deal then?
Well, though bad publicity in the real world can be a nightmare - it tends to pass.
We are, in general, a shallow and fickle species, and will “move on” quite quickly.
Ramifications are often short lived.
Digital changes that.
So what’s the big deal then?
Well, though bad publicity in the real world can be a nightmare - it tends to pass.
We are, in general, a shallow and fickle species, and will “move on” quite quickly.
Ramifications are often short lived.
Digital changes that.
7/*
People trust people - even online :
In the real world - our communications are often tied to those we know/interact with.
Online is a whole different story - we pay attention to absolute strangers.
Ratings and reviews have influence!
People trust people - even online :
In the real world - our communications are often tied to those we know/interact with.
Online is a whole different story - we pay attention to absolute strangers.
Ratings and reviews have influence!
8/*
And it’s not like there’s a shortage of places of influence.
GMB (sorry, "GBP"), Trust Pilot, Yelp.
Seller and product ratings/reviews on ebay, Amazon etc.
Even on-site ratings/reviews (Argos, Curry’s)
A lot of people look at these, and are influenced by them!
And it’s not like there’s a shortage of places of influence.
GMB (sorry, "GBP"), Trust Pilot, Yelp.
Seller and product ratings/reviews on ebay, Amazon etc.
Even on-site ratings/reviews (Argos, Curry’s)
A lot of people look at these, and are influenced by them!
9/*
Digital is semi-permanent :
B2B, B2C - a % of customers/clients will search for a business.
And what they find may not be great!
Not only may they find those ratings and reviews, they may find forums or social pages,
With a lot of unhappy content.
Digital is semi-permanent :
B2B, B2C - a % of customers/clients will search for a business.
And what they find may not be great!
Not only may they find those ratings and reviews, they may find forums or social pages,
With a lot of unhappy content.
10/*
Worse - it may not even be current!
It could be stuff that’s years old - but it may still rank (esp. If people are searching for negatives, such as “is X a scam” or “should I buy an X”.
And it’s not just products/services,
this can happen with things like recruiting!
Worse - it may not even be current!
It could be stuff that’s years old - but it may still rank (esp. If people are searching for negatives, such as “is X a scam” or “should I buy an X”.
And it’s not just products/services,
this can happen with things like recruiting!
11/*
And then we have “people” :
There is something about “the internet” - it affects people.
You could have an argument with a member of staff in a store - and people will watch.
Post a negative comment online, and there’s a chance it will turn into a BBQ,
with napalm!
And then we have “people” :
There is something about “the internet” - it affects people.
You could have an argument with a member of staff in a store - and people will watch.
Post a negative comment online, and there’s a chance it will turn into a BBQ,
with napalm!
12/*
Absolute strangers will jump in - there’ll be trolls, crusaders and people that clearly own several gold medals in stirring.
And, to top it off - this may be socialised, or even picked up by the media … and given more attention, or blown out of proportion etc.
Absolute strangers will jump in - there’ll be trolls, crusaders and people that clearly own several gold medals in stirring.
And, to top it off - this may be socialised, or even picked up by the media … and given more attention, or blown out of proportion etc.
13/*
And it’s not just customers, mean strangers or the media that are sources of concern.
Your own staff can cause or exacerbate problems, unhappy ex-employees can cause harm
and nasty competitors can pull unpleasant stunts.
There's danger - everywhere!
And it’s not just customers, mean strangers or the media that are sources of concern.
Your own staff can cause or exacerbate problems, unhappy ex-employees can cause harm
and nasty competitors can pull unpleasant stunts.
There's danger - everywhere!
14/*
And that danger can take many forms :(
It’s not just bad ratings, horrible reviews or bad press.
Oh no!
A simple misspelling, typo or grammatical error can cause problems.
A campaign can be taken the wrong way.
Rumours can cause all sorts of problems.
And that danger can take many forms :(
It’s not just bad ratings, horrible reviews or bad press.
Oh no!
A simple misspelling, typo or grammatical error can cause problems.
A campaign can be taken the wrong way.
Rumours can cause all sorts of problems.
15/*
Association and tainting from other companies or individuals.
Misconduct by staff (at work, or not).
Leaks, or worse - miss-assigned communications - can be a nightmare!
Lack of empathy to a consumer can cause waves.
Even decade old tweets can be a risk!
(James Gunn)
Association and tainting from other companies or individuals.
Misconduct by staff (at work, or not).
Leaks, or worse - miss-assigned communications - can be a nightmare!
Lack of empathy to a consumer can cause waves.
Even decade old tweets can be a risk!
(James Gunn)
16/*
You can see why big companies have PR departments,
and famous people hire PR specialists!
Yet, despite the risks and the distinctive difficulties that the internet introduces,
Online Reputation Management gets no love?
You can see why big companies have PR departments,
and famous people hire PR specialists!
Yet, despite the risks and the distinctive difficulties that the internet introduces,
Online Reputation Management gets no love?
17/*
But all is not lost!
There’s plenty that can be done - and much of it is actually obvious/common sense.
It just takes a bit of time, effort, practice and thought.
But all is not lost!
There’s plenty that can be done - and much of it is actually obvious/common sense.
It just takes a bit of time, effort, practice and thought.
18/*
Prevention :
It's sad, but true - many problems stem from the actual business,
such as poor training, not performing QA etc.
If there is something wrong with how things are done,
It’s usually cheaper to fix it and prevent the issues in the first place!
Prevention :
It's sad, but true - many problems stem from the actual business,
such as poor training, not performing QA etc.
If there is something wrong with how things are done,
It’s usually cheaper to fix it and prevent the issues in the first place!
19/*
Systems :
Policies, procedures and training are your friends.
So are guides and designated roles/tasks.
No one should be publishing/responding to anything,
without it first being reviewed and authorised!
Further, only designated people should handle certain things.
Systems :
Policies, procedures and training are your friends.
So are guides and designated roles/tasks.
No one should be publishing/responding to anything,
without it first being reviewed and authorised!
Further, only designated people should handle certain things.
20/*
Respond, don’t react :
Any review, comment, piece of publicity etc. should be responded too,
After it had been digested, thought through and considered.
Nothing should be reacted to - no emotional responses, no flippant comment in return etc.
(Not as easy as it sounds)
Respond, don’t react :
Any review, comment, piece of publicity etc. should be responded too,
After it had been digested, thought through and considered.
Nothing should be reacted to - no emotional responses, no flippant comment in return etc.
(Not as easy as it sounds)
21/*
Designated handler(s) :
Specific individuals should have the responsibility of responding.
They should know, understand and follow any procedures.
Further, they should know the reporting/flagging system.
Calm, caring people that won’t make matters worse are needed!
Designated handler(s) :
Specific individuals should have the responsibility of responding.
They should know, understand and follow any procedures.
Further, they should know the reporting/flagging system.
Calm, caring people that won’t make matters worse are needed!
22/*
Fire drills :
Documentation is not enough - there should be training, and practice runs!
Those designated as responders should be tested, their reactions gauged, and seen to be able to cope when under fire and pressure.
(Customer Services is a good source!)
Fire drills :
Documentation is not enough - there should be training, and practice runs!
Those designated as responders should be tested, their reactions gauged, and seen to be able to cope when under fire and pressure.
(Customer Services is a good source!)
23/*
Templates :
Having a set of “stock” responses can be a major boon.
Not only does it help reduce mistakes or mishandling, they can save time.
Knowing/understanding what common issues occur, and generating some responses in advance can be a big win.
Templates :
Having a set of “stock” responses can be a major boon.
Not only does it help reduce mistakes or mishandling, they can save time.
Knowing/understanding what common issues occur, and generating some responses in advance can be a big win.
24/*
Chain and Flags :
Designated handlers may be trained and capable of handling things,
but they should not be responsible for tackling big/major things on their own initiative.
There must be a system in place for passing issues to superiors.
Chain and Flags :
Designated handlers may be trained and capable of handling things,
but they should not be responsible for tackling big/major things on their own initiative.
There must be a system in place for passing issues to superiors.
25/*
Legal considerations :
Those responsible for handling things, their training material and any templated responses should be looked at by a legal.
There is a difference between acknowledging a complaint, and owning it - and that difference can be an awful lot of money!
Legal considerations :
Those responsible for handling things, their training material and any templated responses should be looked at by a legal.
There is a difference between acknowledging a complaint, and owning it - and that difference can be an awful lot of money!
26/*
Go private :
I know - some people say use Social.
Others say keep it public.
Personally, I advocate getting things into email/tickets ASAP.
This reduces the risk of exposure and/or inflammation.
Be seen to respond - but if possible, move channel.
Go private :
I know - some people say use Social.
Others say keep it public.
Personally, I advocate getting things into email/tickets ASAP.
This reduces the risk of exposure and/or inflammation.
Be seen to respond - but if possible, move channel.
27/*
Don’t pay them off :
Some companies try to make things go away by throwing money at the problem.
This may make you a target, or cause further upset (seen as a bribe or insult).
Instead - listen, empathise and try to understand what they want.
Don’t pay them off :
Some companies try to make things go away by throwing money at the problem.
This may make you a target, or cause further upset (seen as a bribe or insult).
Instead - listen, empathise and try to understand what they want.
28/*
Try to get things updated :
If there is a public issue - and it has been resolved, try to get it publicly acknowledged.
Some platforms permit deletion, others allow edits/amendments.
Failing that, see if follow-up comments can be made, and ask for an update to be made.
Try to get things updated :
If there is a public issue - and it has been resolved, try to get it publicly acknowledged.
Some platforms permit deletion, others allow edits/amendments.
Failing that, see if follow-up comments can be made, and ask for an update to be made.
29/*
Don't feed trolls :
Any/all responses should be directed to the complaint source.
Any trolls, flammers, crusaders, champions/defenders, or other internet-bundle-jumper should be ignored.
If others raise issue, politely advise them they can be seen if they make their own.
Don't feed trolls :
Any/all responses should be directed to the complaint source.
Any trolls, flammers, crusaders, champions/defenders, or other internet-bundle-jumper should be ignored.
If others raise issue, politely advise them they can be seen if they make their own.
30/*
Have contingencies :
What’s better than an Ace up your sleeve?
Having a publicity stunt!
You should have a few things you can roll out quickly to get attention and positive press.
Same for content to help push negative stuff down the SERPs.
Have contingencies :
What’s better than an Ace up your sleeve?
Having a publicity stunt!
You should have a few things you can roll out quickly to get attention and positive press.
Same for content to help push negative stuff down the SERPs.
31/*
Do NOT fake it :
It may be tempting - but do not create sock-puppet accounts and try to defend against the mob.
Not only does it tend to increase the issue, it's often discernible, and that can make matters even worse!
Do NOT fake it :
It may be tempting - but do not create sock-puppet accounts and try to defend against the mob.
Not only does it tend to increase the issue, it's often discernible, and that can make matters even worse!
32/*
Verify :
Sometimes, people make stuff up (shocking!).
If an event/incident is referred to - use one of the templated responses that says it will be easier for you to investigate if there is a date/time and/or receipt provided.
(this can help undermine trolls)
Verify :
Sometimes, people make stuff up (shocking!).
If an event/incident is referred to - use one of the templated responses that says it will be easier for you to investigate if there is a date/time and/or receipt provided.
(this can help undermine trolls)
33/*
Don't threaten legal :
One of the biggest sins I see is when a company starts using words like "defamation", "slander", "character assassination" ... and then mention "legal".
Do Not Do That!
It not only looks bad, it shows poor control, and may be seen as guilt.
Don't threaten legal :
One of the biggest sins I see is when a company starts using words like "defamation", "slander", "character assassination" ... and then mention "legal".
Do Not Do That!
It not only looks bad, it shows poor control, and may be seen as guilt.
34/*
Build up your defenses :
You should be conducting "follow ups",
emailing after an order is dispatched etc.
If the customer is happy, prompt for a rating/review.
(go so far as to provide a link to the site/profile!)
Build up your defences :of negatives with positives.
Build up your defenses :
You should be conducting "follow ups",
emailing after an order is dispatched etc.
If the customer is happy, prompt for a rating/review.
(go so far as to provide a link to the site/profile!)
Build up your defences :of negatives with positives.
35/*
Publicly improve :
If you have acknowledged, owned and resolved an issue,
consider going a step further.
You may be able to turn that negative into a positive by making a song and dance about how you've made changes, improved things and fixed the fault etc.
Publicly improve :
If you have acknowledged, owned and resolved an issue,
consider going a step further.
You may be able to turn that negative into a positive by making a song and dance about how you've made changes, improved things and fixed the fault etc.
36/*
Own your name :
Do not leave yourself open to abuse.
Owning your company/brand domains and social profiles is a good move for various reasons.
Setting up on directories etc. should also be done.
(Don't let fakers misrepresent you!)
Own your name :
Do not leave yourself open to abuse.
Owning your company/brand domains and social profiles is a good move for various reasons.
Setting up on directories etc. should also be done.
(Don't let fakers misrepresent you!)
37/*
Boost the positives :
People always talk about building links to your site,
but you should be doing the same to any positive 3rd party content - such as news articles etc.
You want your site, profiles and positive 3rd party content to rank for your name/brand.
Boost the positives :
People always talk about building links to your site,
but you should be doing the same to any positive 3rd party content - such as news articles etc.
You want your site, profiles and positive 3rd party content to rank for your name/brand.
38/*
Negative targeting :
Okay - this isn't a "good" move ... but there are times when playing a little dirty may be a viable option.
You can technically target certain "terms" with careful planning - and rightly rank for what would otherwise be a negative search.
Negative targeting :
Okay - this isn't a "good" move ... but there are times when playing a little dirty may be a viable option.
You can technically target certain "terms" with careful planning - and rightly rank for what would otherwise be a negative search.
39/*
Don't slam the door :
Ex-employees can be a problem.
One way to avoid issues to to soft-exit them.
Ask for feedback, consider (seriously!) making changes.
If they leave with a sense you will improve,
they may bite their tongue
Don't slam the door :
Ex-employees can be a problem.
One way to avoid issues to to soft-exit them.
Ask for feedback, consider (seriously!) making changes.
If they leave with a sense you will improve,
they may bite their tongue
40/*
Hire a professional :
Dealing with bad reviews and general complaints is one thing.
Handling smear campaigns, fraudulent complaints or massive bad press is another!
Talk to a legal.
Talk to a (real!) PR expert.
And do it ASAP.
Hire a professional :
Dealing with bad reviews and general complaints is one thing.
Handling smear campaigns, fraudulent complaints or massive bad press is another!
Talk to a legal.
Talk to a (real!) PR expert.
And do it ASAP.
41/*
Keep records :
All communications should be retained.
3rd party content should have screen captures made, and files downloaded and safely stored.
(And do NOT make nasty internal notes, or narky comments in internal emails etc.)
Keep records :
All communications should be retained.
3rd party content should have screen captures made, and files downloaded and safely stored.
(And do NOT make nasty internal notes, or narky comments in internal emails etc.)
42/*
Actively Monitor :
You should be conducting regular searches,
and monitoring/reviewing your profile(s) on relevant platforms.
You should be aware of bad reviews or negative press almost as soon as it happens.
The sooner you know, the faster you can plan and respond.
Actively Monitor :
You should be conducting regular searches,
and monitoring/reviewing your profile(s) on relevant platforms.
You should be aware of bad reviews or negative press almost as soon as it happens.
The sooner you know, the faster you can plan and respond.
43/*
Track issues :
Once you reach a certain size, you should be looking at tracking any/all complaints/issues etc.
Ideally, you should have a database, and it should be maintained (a ticket/bug system can do nicely!).
Status, severity, commit date etc. - all important!
Track issues :
Once you reach a certain size, you should be looking at tracking any/all complaints/issues etc.
Ideally, you should have a database, and it should be maintained (a ticket/bug system can do nicely!).
Status, severity, commit date etc. - all important!
44/*
Review, and act :
It's no good just handling fires as they occur.
Not even avoiding some fires is enough.
You should be reviewing what has happened, why, how it was handled etc.
You may find new issues that need fixing,
or that certain responses work better etc.
Review, and act :
It's no good just handling fires as they occur.
Not even avoiding some fires is enough.
You should be reviewing what has happened, why, how it was handled etc.
You may find new issues that need fixing,
or that certain responses work better etc.
I'll stop there ...
... I think 44 tweets is more than enough.
I hope that I've helped people see not only how important ORM really is,
but some ways that it can be handled - including some SEO tricks :D
... I think 44 tweets is more than enough.
I hope that I've helped people see not only how important ORM really is,
but some ways that it can be handled - including some SEO tricks :D
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