Managing your online reputation in today’s online world
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Transcript of Managing your online reputation in today’s online world
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Actively Managing Your Reputation in Today’s Online World
Enterprise CenterSalem State University
January 31, 2017Abbreviated Version
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How long have you been building…
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Your
Rep
utat
ion
Nasty, scathing post about you/your business
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Goals for this workshop:
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• Focus
• Help you proactively build your online reputation
• Create/refine your plan
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Reputation & Online Reputation
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Are they the same?
What comes to mind when you think about your online reputation?
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The Unfortunate Reality of Today
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The Good Ol’ Days Today
Reach of thousands if not moreAverage person told 10 people
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Potential Places for an Online Reputation
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• Google• Yelp• LinkedIn• Facebook• BBB• Angie’s List• Industry specific:– Trip Advisor, DealerRater, Houzz …
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Step 1: Determine what matters
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• Think about you, your business & industry– How do your customers/clients make
buying decisions?
• Prioritize• Know where you are starting from– Search your name; search your
company
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• Build your reputation – Actively– Consistently
• What can you control to build your online reputation?– Example: LinkedIn – proactively request people
post reviews about you and your services– Google - create repeatable process for
customers to easily rate you– When do you have an opportunity to capture a
happy customer?
Proactive vs. Reactive
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• Prioritize• Develop strategy by ‘channel’ • Consider strength for search
results (e.g., Yelp)• Plan all steps out – test and execute• Google – what if no gmail account?
Proactive Management
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Map the customer experience: capture “happy”
• Thank you letter/email• Postcard with instructions• Be creative; have fun!• Facebook – do you love to Yelp? See what our customers have to say about us.• Don’t leave your brand up to chance!
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Reactive
• Actively manage your online reputation– Timely response is critical– What is considered timely?– May depend on the ‘channel’
– Damage can be done quickly– Not all posts are legitimate posts– Your competition may not be playing nice
• Assign ownership; have clear accountability
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Actively Managing – the implications• Where does this fit in your organization?
• Intern?• Admin?
• This is your reputation – your brand!• NOT a project; not haphazard.• Part of a trusted partner/employee’s job description• Strategic; evolving; rules & algorithms to know and
remain current
• Define and document escalation process & procedures
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Building/Refining Your Plan
1. Know your starting point2. Prioritize – define the most important
channels for you and your business.3. Proactively build a strong reputation
- Testimonials, Likes, Followers- Reviews
4. Reactive – actively monitor and manage