Chapter 12 Online Reputation Management Chapter Objectives Identify

Chapter 12: Online Reputation Management

Chapter Objectives • Identify actions a company can take to address negative criticism online. • Determine worthwhile actions to increase a company’s positive online content.

ORM Defined “The practice of promoting a positive brand image online by increasing the visibility of positive information and managing negative information. ” Is that ethical?

Ethical ORM “ORM is not a method for avoiding responsibility for bad business practices. ” “ORM recognizes that negative online content can have unnecessarily damaging repercussions long after the underlying issues have been addressed. ”

Ethical Reasons for ORM • People like to do business with reputable companies • Savvy, potential customers do their research • News outlets will look for information about your company • Positive press reflects well on the brand • Employees and potential new hires want to work with a brand with a clean reputation • Shareholders and investors invest in, trust in, and work with reputable companies • Your company, maybe one employee, maybe one product, maybe one incident wrong somewhere, but should you pay a price or be labeled for that mistake forever?

Everyone Participates in ORM • Janitor • CEO • Technicians

Monitoring the Web Pick a brand…any big brand.

Watch the SERPs

Eight Types of Sites To Monitor 1. 2. 3. 4. 5. Online review sites (Yelp, Zagat) Scam reporting sites (Scam. com, Rip. Off. Report. com) Online forums (fordforum. com, connectedmoms. com) Press articles ( http: //www. huffingtonpost. com/news/bp-oil-spill/) Websites of activist organizations (PETA. org, World. org) 6. Social media sites (Facebook. com, Twitter. com) 7. Blogs (Peopleof. Walmart. com, Delta. Is. Evil. blogspot. com) 8. Informational sites (Wikipedia, Public. Records. com)