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Reputation Management and Proactive Reputation Management – PubCon 2011

This session focused on ways you can proactively manage your reputation online. The best thing to do when it comes to managing your reputation online is to be proactive. If you start monitoring your online reputation today, you will be in a far better place than doing it when your reputation has taken a hit or during reputation management crisis. Here are some of the most important points covered during this session:

  • Find out what are brands you need to protect – i.e. your company name, products, CEO, etc
  • Andy Beal shared a pdf document that outlined some 30 different types of reputation you need to monitor. This pdf can be found here.
  • Perform sentiment audit on Google for your 30 most important keywords. This sentiment audit should indicate in detail if there is a positive, negative, or neutral sentiments for those 30 keywords and if the sites where the sentiment rests are the ones that you own or if you have some sort of control, or are sites that you have some influence on, or are 3-rd party sites that you have no control or influence over
  • After the sentiment audit is done, follow the 80/10/10 rule – i.e. focus 80% on sites that you own, 10% on sites that you control, and 10% on sites that you have influence over
  • Content that we create should be spider friendly. Example, your URL structure for your company’s About Us page should be: www.domainname.com/companyname, rather than www.domainname.com/aboutus
  • When talking about yourself, talk in the 3rd person, so that search engines do not have to guess who is it that you are talking about
  • Manage your online reputation now, don’t wait for crisis to happen
  • Create sub-domains of your site, which should have unique content than your main domain. This is the most favorite reputation management technique
  • Identify who are the influencers for your online reputation and do an outreach to those influencers
    • Invest in good tools to identify influencers
    • Do not spam your influencers
    • Meet influencers offline whenever possible
    • Consider monetary support of influencer causes
  • Be a part of the conversation
    • Encourage employees to be subject matter experts in relevant online places
    • Offer value throughout your online space

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