Online Reputation Management :
What’s inside: The introduction to ORM gives an insight into the topic and the key terms and concepts are outlined for this chapter, followed by an example of what can happen when a company does not listen and manage its online reputation. We discuss how it works outlining the significant steps of listening, analysing and influencing. The 10 rules to recover from an online brand attack are a practical approach to ORM, followed by a summary and the bigger picture.
introduction
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| A search for “Macbook” shows that there are a lot of entries on the SERP that Apple does not control |
“If Dell were really smart, they’d hire me (yes, me) to come to them and teach them about blogs, about how their customers now have a voice; about how their customers are a community -- a community often in revolt; about how they could find out what their customers really think; about how they could fix their customers’ problems before they become revolts; about how they could become a better company with the help of their customers.
If they’d only listen.”
- Jeff Jarvis on his blog, Buzzmachine.com, in 2005.
Online conversations are taking place all the time: about politics, about Britney Spears, about a pet dog, about just about anything. People everywhere are engaging in and creating blogs, videos, mashups and more. It’s called consumer generated media (CGM), and it’s big news for any company or personality today.
We’ve learned about the tools of social media and the importance of word of mouth when it comes to viral marketing. Consumers trust each other, and search engines find that trust very relevant. Increasingly, CGM is showing up in the top results of the SERPs (search engine results pages).
The use of social media has equipped consumers with a voice and a platform, and the ability to amplify their views. The connected nature of the Internet makes these views easy to share, and the accessibility of social media tools makes it easy for other consumers to respond. Whether positive, negative or just slightly off-centre, consumers are making their views known.
Added to this, is the rising prevalence of CGM in search results. Entries that companies have no control over are ranking highly in brand search results. A Google search on “brand name + complaints” will display a whole lot more CGM.
If they’d only listen.”
- Jeff Jarvis on his blog, Buzzmachine.com, in 2005.
Online conversations are taking place all the time: about politics, about Britney Spears, about a pet dog, about just about anything. People everywhere are engaging in and creating blogs, videos, mashups and more. It’s called consumer generated media (CGM), and it’s big news for any company or personality today.
We’ve learned about the tools of social media and the importance of word of mouth when it comes to viral marketing. Consumers trust each other, and search engines find that trust very relevant. Increasingly, CGM is showing up in the top results of the SERPs (search engine results pages).
The use of social media has equipped consumers with a voice and a platform, and the ability to amplify their views. The connected nature of the Internet makes these views easy to share, and the accessibility of social media tools makes it easy for other consumers to respond. Whether positive, negative or just slightly off-centre, consumers are making their views known.
Added to this, is the rising prevalence of CGM in search results. Entries that companies have no control over are ranking highly in brand search results. A Google search on “brand name + complaints” will display a whole lot more CGM.
A company’s reputation can make a difference to its bottom line. Companies seen to engage with their customers; who appear honest and transparent and who listen to their consumers, benefit from a growing fan base of loyal customers who can then turn into passionate spokespeople. Companies who ignore the voices of their customers will see diminishing loyalty, and a growing resentment among the vocal online consumers.
Companies, and individuals, need to listen to what is being said about them, and learn how to respond to and engage with their consumers in this world of shifting power.
Companies, and individuals, need to listen to what is being said about them, and learn how to respond to and engage with their consumers in this world of shifting power.
