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Five Steps to Managing Your Reputation Online
Created by Marijean Jaggers
forQuadruplicity
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Table of Contents
• Overview of the Social Media Landscape• Elements of Reputation Management• The Five Steps• Managing the Work
public relations • strategic communications • issues management
standing together. moving forward.
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Why Integrate Social Media?
• Brands that are the most engaged in social media saw their revenue grow during 2008 by 18 percent while the least engaged brands saw losses of negative 6 percent.
http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Social Media Continuum of Tools
PublishConnect Listen Engage
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The Five Steps
1. Listen to your community
2. Decide who you are & who you want to be
3. Create a plan with goals that are SMART
4. Set up a manageable infrastructure
5. Evaluate progress
public relations • strategic communications • issues management
standing together. moving forward.
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1. Listen to Your Community
• What are your customers saying about you?
• How do you KNOW?• How can you answer customers’
questions before you’re even asked?
public relations • strategic communications • issues management
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1. Listen to Your Community
• The quickest way to monitor content on the Web is to use a feed reader.
public relations • strategic communications • issues management
standing together. moving forward.
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1. Listen to Your Community
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2. Decide Who You Are and Want to Be
• What business are you in? • What people do you serve? • What are their special needs? • What makes you different from your competitors? • What unique benefit does a client derive from your
service?
public relations • strategic communications • issues management
standing together. moving forward.
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2. Decide Who You Are and Want to Be
1What is the ONE THING that you can address with authority?
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3. Create a Plan with Goals that are SMART
• Specific• Measurable• Actionable• Realistically high• Time-bound
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4. Create a Manageable Infrastructure
HOME BASE
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Focus Efforts on a Few
The “Big Three”
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4. Create a Manageable Infrastructure
• Web site• Blog• Both?
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5. Evaluate Progress
• Define Goals
• Measure Progress
• Celebrate Success
https://www.google.com/analytics
public relations • strategic communications • issues management
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5. Evaluate Progress
• How has business changed?• Have you surveyed your
customers?• Are you still listening?• Are you being responsive?
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20
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60
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140
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
public relations • strategic communications • issues management
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Managing the Work
• Who will manage the community?• Who will contribute?• What are the rules of engagement?
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Thank You
Questions?
www.standingpr.com/blog
http://www.google.com/profiles/marijean.jaggers
public relations • strategic communications • issues management
standing together. moving forward.
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Breakout Sessions
• Blogging• LinkedIn• Facebook• Twitter
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