By now you know that online reputation management is the new marketing. Your followers, subscribers and fans highly reward those websites and brands that consistently deliver authoritative content and spread the buzz in social networks.
Is there anything you can do about the way users see your brand on the Internet? Sure. A lot.
You already have an application to manage most of the routine tasks for you, BuzzBundle, and here’s your online reputation management plan for getting things done (get the PDF version of the guide here):
1. Diversify your online presence
Your main goal should be to get as many Google “slots” in search results as possible. To achieve that, your online presence should be spread out among your website, related blogs, and social media networks such as Twitter, Facebook, Google+, LinkedIn and YouTube. There will always be some kind of content you wouldn't like to get found, so it's in your interest to have as many official social accounts as possible.
Do it now: Create official pages for your website/company on Twitter, Facebook, LinkedIn and Google+. You can actually create a new persona in BuzzBundle and quickly register new social network accounts using the auto-fill feature.
2. Optimize web pages with your company/brand name
You can optimize some of your website pages with your company name. It may sound strange, but still many people miss the point – the pages optimized for the company name are more likely to be at the top of the Google search engine results page.
Not only does this give your site greater visibility in search results, it may also help push down not-so-positive content about your company that you can't control.
Do it now: check how well your website is optimized for your product/company name. Apart from googling the name, take up a more advanced technique – download WebSite Auditor, and run a website report for the brand keyword. You'll get precise numbers and will quickly see, which site elements do miss the necessary key phrase.
The keyword ideas:
• Your Name
• High profile employees
3. Monitor your search results daily
We've already mentioned how fast news gets shared in social media. Especially some bad news… Google your company name daily (don’t get crazy about checking it every 5 minutes!). In BuzzBundle, all social content related to your brand name will be checked automatically. Keep an eye on any content that might be negative, as it poses serious dangers to your sales and image.
Do it now: In BuzzBundle, fill in your company keywords in project details and thoroughly study the Streams columns – you will see all your brand mentions across hundreds of blogs, forums and social networks. You can even create a separate project with "dangerous" key phrases (e.g., your "company name + unhappy/not happy")
4. To counteract negative content, contact its creator
Just imagine, you check your brand name again on Google – and here it is – a massively unpleasant review of your product/services on one of the blogs that pops up in the top results… Just do not panic, immediately visit the page, find the contact details and try to communicate with the post writer. If it's absolutely impossible to change anything in the content, you can leave your comment, explaining your side of the story and telling that you'll take the necessary measures to handle the issues.
Do it now: Click on the links to visit the pages with undesirable content. Too many URLs to look for the contact details? You can easily use LinkAssistant to quickly grab the contact details from the necessary pages. Now try to contact the writers in a polite and friendly manner – being pushy and sending out insults can only aggravate the situation, as the bloggers can publish your message publicly.
5. Share content that IS worth sharing
Some things are just more likely to get buzz in social media. According to Jonah Berger, Professor of Marketing at Wharton University of Pennsylvania and one of the leading experts in viral content and social media sharing, things that usually get more viral include:
• Positive messages or themes
• Anything that evokes a powerful emotional response
• something offering a practical explanation of how something works or how to do something
Ok, here is a more extended description of types of content that gets buzz:
• Viral videos
• Controversy (why not challenge some popular opinion?)
• Quizzes and Contests (actually anything with sweet prizes and freebies)
• Promises (people love to read content that promises something really good, e.g. , “7 days to a better blog,” “Get slimmer in 10 days”)
• Ranks and top 10/20/50/100 lists
Do it now: make a list of viral content ideas and publish this type of content regularly.
6. Get involved
Getting noticed takes time and effort, but it’s not that complicated as you may think. Here are some popular ways of getting involved into communication and being acknowledged as niche experts:
• Start a group, organization, MeetUp or TweetUp
• Participate in Q&A sites like Yahoo Answers or ChaCha.com
• List your business in relevant local listings
• Make videos and podcasts
• Create a personal blog or Tumblr and list your blog in relevant blog directories
• Write guest posts on popular industry blogs
• Conduct interviews with industry leaders on your blog
• Get interviewed on others' blogs or podcasts on sites like Odeo
• Donate to charity organizations and sponsor events
• Promote news-worthy information through press releases
Do it now: Choose the most suitable techniques from the list above and schedule them as priority tasks.
7. Communicate with niche influencers
No, you do not need to bribe the top bloggers to give you the best sentiments ever! First, discover who the most active and reputable guys in social networks are for your niche. Track their posts, articles, and tweets. Try to communicate with these people – leave thoughtful comments for their posts, mention them in your own tweets, request about any guest blogging opportunities, etc. The best thing to do would be to meet with some of them offline at events and conferences and establish true relationships.
Do it now: In BuzzBundle, retweet famous bloggers, leave thoughtful comments, reply to their questions and participate in discussions. After you establish some relationship, it’ll be much easier for you to approach bloggers with guest posting requests.
And one extra rocking advice – do more than your competitors – create more positive buzz to spread the good word and push down negative comment. Save your time on social media routine with BuzzBundle to manage dozens of profiles and communicate with numerous bloggers in one easy-to-use tool.
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