Online Reputation Management
Jonathan Guy
How to destroy your reputation in just one tweet…
Agenda
• Reputation Management, what is it and why bother?• How you can easily check your reputation online• Help! Someone has said awful things about me!• Do’s and Don’ts of Online Reputation Management• Classic #failures
What is Reputation Management?
Online reputation management (ORM) is the practice of crafting strategies that shape or influence the public perception of an organization, individual or other entity on the Internet. It helps drive public opinion about a business and its products and services.
https://www.techopedia.com/definition/29591/online-reputation-management-orm
• Google Alerts• Twitter search• Name search + review• Online Reputation
Management Tools
Warning – there are tools and programmes that will take your money and NOT do anything
How to check your reputation
Help! Someone has said awful things about me!
Why don’t people like me….?
I want this item so I’m heading to House of Fraser. What kind of user experience awaits…..?
WHO?
What is free?
Ugly url and meta description
I’m expecting to find Gold Crystal Jewellery (or Jewelry!)
#fail
Your business reputation is important….
…but how do your customers see you?
Is this how you want people to view your business?
Happy customers give your business a boost
You can control how people perceive your business
Reputation Do’s and Don’ts
Do• Optimise your website• Check your name/brand
online• Treat Google as your shop
window• Own and monitor your social
channels• React quickly• Ask for genuine customer
feedback
Don’t• Ignore the way your website
looks• Ignore social media• Argue with customers
online• Defend the indefensible• ‘Astroturf’ reviews
Classic#failures
Classic failure #1
Amy’s Baking Company, Scottsdale Arizona
This is how it started…
The voice of the crowd….
To which they replied…..
…it gets better….
It was picked up by the Phoenix Times
Then it was added to on Yelp….
This then got them onto Ramsay’s Kitchen
Nightmares
The ONLY time Ramsay ever gave
up.
And finally, social media meltdown
This was apparently ‘hacked’
Astonishingly they got 3 stars!
Classic failure #2
‘Fireworks’ to celebrate 4th Julyposted on Instagram
#smoke #clouds
Space Shuttle Challenger disaster occurred on January 28, 1986
Classic failure #2a
Classic failure #3
Only one of them had access rights to the company Twitter account…
Lesson
Don’t delegate your company social media to the lowest paid individual just because you don’t understand it
November 1st 2015This happened….
Classic failure #4
What happened next wasn’t funny
Classic failure #5
Lesson
There are some things you simply don’t joke about
Classic failure #6
LessonDon’t be rude to people
Summary
• Reputation matters – online as much as offline• Check your website isn’t the root of the
problem• Never say anything online that you wouldn't
say to someone’s face• Think before you post• Check your reputation online – regularly
Final thought
“Better to remain silent and be thought a fool than to speak out and remove all doubt.”
Keep in touch!
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