Online Reputation Management - 10 considerations for business

Online  Reputa,on  Management  

The  first  rule  of  ORM  is…  

Don’t  be  a  wanker.  

Because  you  can…  

Never  underes-mate  the  power  of  stupid  people  in  large  groups.  

ORM  gives  you  3  op;ons  

Listen  and  learn  Engage  and  respond  Ignore  and  be  happy  

Imagine  you’re  giving  a  talk…  

Imagine  you’re  giving  a  talk…  (and  you  can  here  people’s  thoughts)  

We’re  here  to  share  10  things  you  should  take  into  considera-on  when  

shaping  your  ORM  strategy.  

#1  Always  listen.  

Tools  that  should  be  on  your  radar:    

LOCAL:  BrandsEye,  SaidWot  INTERNATIONAL:  Radian6,  Sysomos  

Whatever  the  tool…  here  are  a  couple  of  things  to  look  out  for:  

Make  sure  it  scans  the  en@re  internet.  

Make  sure  it  can  split  nega;ve,  posi;ve  and  neutral  sen;ment  

(accurately  if  it  automates  things)  

Make  sure  it  can  iden;fy  influencers  

Make  sure  it  has  workflow  

Make  sure  it  has  repor@ng  

(specifically  reputa;on  trends  over  ;me)  

Make  sure  it  has  a  PR  Rand  value  measurement  

(you’ll  probably  ignore  over  ;me,  but  it  provides  essen-al  ammo  for  

selling  this  in  your  business)  

#2  Know  what  you  have  

control  over.  

OR  /  M  

#3  Recognise  your  circles  of  

influence.  

Circle  of  Influence  

#4  Your  Google  CV  

It’s  not  always  what  they’re  saying  right  now…  

But  what  they  said  –  that  ranks  on  search  engines.  

A  Google  dips-ck  for  the  keywords:  

FNB  +Online  

The  rules:  

Measure  themes  of  posi-ve  and  nega-ve  men-ons  on  ALL  Google  

search  categories,  at  least  2  pages  of  results  deep.  

The  test:  

What  do  you  think?  

:)  

:(  

Don  PackeN.  Comedian.  MC.  Reputa,on  a6acker.  

hTp://www.joblog.co.za/2005/12/lawyers_are_wan    

#5  Don’t  always  poke  the  

bear.  

Sidebar!  

Back  to  topic  >  

Social  media  can  drive  the  wrong  kind  of  behaviour.  

#6  Some  people  just  don’t  

care.  

High  barriers  to  change  means  a  nega,ve  online  reputa,on  has  less  impact  on  customers.  

#7  Some;mes  bad  PR  is  

good  PR.  

Whites  Only  

Black  Editors  Only  

#8  ORM  Rand  value  is  

subjec;ve.  

Let’s  talk  about  a  liBle  guy  with  a  BIG  voice…  

48  hours  around  the  “Malema  in  Zimbabwe”  incident.  

BrandsEye  found  that  Julius  Malema  had  achieved  an  AVE  of  R287,878  with  around  450  men@ons.  This  is  the  equivalent  of  running  around  10  full-­‐page  

adver@sements  in  leading  magazines.  

hTp://www.thedailymaverick.co.za/ar;cle/2010-­‐04-­‐20-­‐analysis-­‐julius-­‐malema-­‐and-­‐the-­‐adver;sing-­‐value-­‐of-­‐being-­‐hated-­‐by-­‐the-­‐media    

At  the  end  of  the  day,  he  can  always  flip  the  switch  and  say…  

#9  Watch  the  trends.  

#10  Build  an  Engagement  

Hub.  

And  always  remember….  

It’s  perfectly  valid  for  a  business  to  state  they  don’t  want  to  be  involved  in  social  media  –  

and  take  steps  to  back  that  up.  

It’s  not  OK  for  a  business  to  ignore  social  media  and  hope  it  will  return  the  favour.  

Andy  Hadfield  www.andyhadfield.com  

www.twiTer.com/andyhadfield  

Craig  Rodney  

www.emergingmedia.co.za  

www.twiTer.com/craigrodney