Social media is in the process of changing internet communications in seemingly every way possible, including the development of reputation management strategies. In order for these new strategies to be successful it is imperative that businesses first develop an understanding of how social media works and what it takes to maximize the benefits from this powerful medium.
If you are just getting started with incorporating social media into your reputation management initiatives, here are three tips that can help to get your campaign out of the gates quickly and optimize your results:
1) Work only on the social media platforms that complement your business model – Facebook, Twitter, and YouTube are extremely powerful in terms of how social signals from them influence search engine rankings. That being said, this power shouldn’t be the main determining factor in deciding the sites that will be included in your reputation management campaign. If your business can benefit by messaging via video, setting up a YouTube channel to provide a central location for your suite of videos makes sense. If video falls short in terms of introducing your business, products, etc., then YouTube will not deliver results commensurate with the resources that your business would use to develop a presence there. In short, incorporate only the social media sites that provide the best platform for conveying your message to your market.
2) Be consistent in your creation of content – The search engines love the consistent creation of high value content that gets shared out to a widening social media audience, whether it’s in a text, video, or image format. One caveat, be consistent but don’t go crazy with tons of content that goes out every day.
3) Research the keywords that will give you the most bang for the buck – Your business will have specific keywords that a high number of consumers use to search for your business, products, and/or services. Be sure to incorporate these keywords in your page names as well as the titles and descriptions of your text and visual content.
In many ways, businesses are just scratching the surface in terms of harnessing the power of and the opportunities available in social media networks. This means that, while employing these tactics to execute a successful reputation management campaign, businesses can also experience benefits in SEO, client acquisition, and their bottom line.
If you’re shopping for a firm to execute a reputation management campaign there is an excellent chance that you’ll come across a firm or two that are going to use black hat SEO techniques to occupy the top rankings in the search engine results pages.
These techniques may include the creation of link farms that post thousands of links originating from duplicate content that is spammed across the internet. Other techniques include:
Building a well designed and fully search engine optimized website with a regular flow of great content is old news for businesses wishing to maintain a high level web prominence while building and protecting their online reputations. With the meteoric rise of social media sites like Facebook, Twitter, LinkedIn, and YouTube, businesses and professionals alike must hold and manage accounts on all of them. Regular blog posts must also be factored into the mix.
For all the good that the internet brings to businesses, the web can be punishing when companies commit the sins of reputation management. Here are the sins that can come back to bite you after circling the globe three times in a nanosecond.
Even the guys you would think know a couple of things about reputation management sometimes make the kind of big mistakes that leave people just shaking their heads. The latest example comes from Microsoft’s United Kingdom PR account regarding the death of Amy Winehouse. In reaction to her death, Microsoft Tweeted “Remember Amy Winehouse by downloading the ground-breaking ‘Back to Black’ over at Zune…”
The importance of managing your local business’ reputation cannot be understated, but you probably have a long “to-do” list already. With that in mind, here are a few tips on reputation management that won’t take a lot of time but might just save you money, time and headaches down the road.
While organized efforts along the lines of corporate espionage to damage a competitor’s reputation do occur, the vast majority of reputation management headaches are simply the result of the honest complaints from unsatisfied consumers.
Those big advertising budgets just don’t buy what they used to, especially when it comes to brand building and reputation management. The reason? In the not too distant past, the majority of what consumers knew about the products they were interested in was dished to them through slick advertising campaigns channeled through traditional media outlets.