Online Reputation
Management on Twitter
The Why, How, What & More of
ORM on Twitter
Agenda
• What is reputation management?
• Why worry?
• Examples
• What to monitor
• How to monitor
• Analytics
• How to know when to engage and when to
walk away
• When things go wrong & right
Who Am I?
• Got on the Internet in 1986 at my school lab
• Working online with search since 1996
• Social Media, Paid & Natural Search with a smattering
of Affiliates
• Worked in-house: e-Commerce, Publishing & High
Tech
• Moved to the largest European media agency
• Worked with CIPD, Bayer, Readers Digest, NBC
Universal, COI
• One of the SEO Chicks
What is reputation management?
The active monitoring, engagement and
manipulation of information publically
accessible in order to present a company or
person in the most positive possible light
Why Worry?
• On a brand search, you may find negative tweets for
your company name
• Consumers increasingly turning online for reviews –
asking Twitter for help
• Angry & happy consumers increasingly blogging,
commenting, engaging – find them on Twitter
• Competitors can undermine your image
• Discover problem or issue previously unaware of
• Track customer service issues
• Discover happy news /mentions for PR use
Example: Negative Tweets
Example: Positive Tweets
Example: Brand Tweets
Example: Habitat
• Needed to capture attention for sales and
build brand presence within Twitter based on
success of Dell
• Needed to build audience to critical mass
then momentum would carry
• Identified way of reaching large audience in
Twitter directly to build initial audience
• Launched HabitatUK Twitter feed
Example: Habitat
• Slammed resoundingly for inappropriate use
of Twitter hashtag
• Got plenty of exposure through negative
press
• Forced to apologise
Example: Moonfruit
• Wanted to increase brand awareness through
• Had seen inappropriate hashtag use so sought
other avenues
• Determined a multiple pronged attack plan
including blog, direct contact of influencers
and hashtag
Example: Moonfruit
Example: Moonfruit
• #moonfruit became a top trending hashtag
• Hashtag manually removed by Twitter as spam
• Got significant positive press on the back of
hashtag removal
• Still increased brand awareness, market
penetration
• Utilised a professional social media marketing
firm & traditional PR to achieve success
Example: Moonfruit• Revenue up 20%
• US traffic up 100%
• All traffic up 50%
• Now have 27k followers – started at 400
• Press coverage in Wall Street Journal, Financial
Tines, Forbes, mashable, techcrunch
• 3000 creative responses accelerated engagement
songs, animations, pics, bodyart, crochet, 500
designer MF sites
Example: Me
• Booking.com – I rang asking for help and
was hung up on. Immediately went to twitter
– I have over 1,000 followers, some of whom
offered alternatives I used
• My dedicated server hosting company has a
problem with my machine. 40min online with
tech support left me unhappy so I tweeted
my sadness with this result:
Twitter Results!
What to Monitor
• Everything related to your company including:
– variations of your business name
– key employees names
– all variants of product or service names
• Don’t forget the competition
• Industry keywords
How to monitor
• Set up Bloglines
• Add search result feeds to Bloglines dashboard
by copying search result URL to Bloglines
interface (next set of slides)
• Use Google Alerts (good for more than just
Twitter)
• CHECK REGULARLY
Subscribe to Search Results
Subscribe to Search Results
Example Feed
Analytics
• Know your goal: reach, engagement, traffic,
etc
• Set a benchmark of your goal
• Understand Twitter – no one reads all
followers tweets above a certain volume
• Have appropriate tools in place
• Love your analytics at least an hour a week
Analytics
• Potential reach is direct account followers plus
followers of those followers
• Message must be shorter than 140 for ease of RT
• Around 20% of followers on some accounts will
be spambots
• Not everyone will retweet (RT)
• May be picked up for blog or news – use unique
URL with bit.ly
Analytics
What To Do When Things Go
Wrong
• Don’t Panic
• Check for trolls
• Check expectations
• Check internal processes
• Check product/service
• Respond
• Fix issue if there is one & report back
When to Engage & When to
Walk Away
• Users with bad experience
– Establish validity of claim through examining feed
– Check severity of negative response through
brand search
– Respond publically if possible, privately if serious
issue
– Engage – turning around a negative to a positive
will create a brand advocate for life
When to Engage & When to
Walk Away
• Trolls
– individuals who deliberately post negative tweets
about an individual or company
– Do not engage!
– Establish validity of claim through examining
feed of user & URL is given
What to do When Things Go
Right
• Monitor for all brand mentions – not just
negative ones
• Check compliment originator followers, job,
website & their reputation
– Influencers are worth treating better, spambots are
not
• Treat compliment just like a complaint
– Most companies will reward complaints but not
compliments
Top Related