NO MATTER how excellent your brand is, negative comments online can damage your digital reputation. You might not be able to delete what was said about you — and it is always a big mistake to do so — but there are steps you can take to minimise the damage.
It is vital to have online reputation management (ORM) processes in place to help you gain a better understanding of your digital footprint.
Below are some steps you can take to repair your online reputation if it has been damaged.
What was the cause of the negative online discussions about you or your company? What can be done to bring the conversation to an end? Repairing your online profile can only begin once the controversy ends.
Compile a list of keywords and keyword phrases related to the negative comments. The keywords can include, among other things, your company name, your own name and brand. The list will then be used in your marketing efforts to push down the negative comments from the search engine result pages (SERPs).
Identify key websites, blogs and social media channels that you can use with your keyword list that will be used to displace the damaging stories, comments and articles.
Add new content and fully optimise your primary website for your company, brand and services. This is the one website you can control in terms of content.
5. Link building
Create and launch a link-building campaign on the websites, blogs and social media channels you have selected in the identifying step. Use the keywords and keyword phrases you have chosen in the anchor text for the best results.
Create a blog where you have control of the content and publish a couple of blog posts with the keywords you have selected in the content. Use third-party blogging networks to promote your content and use your own social media profiles such as Facebook, LinkedIn, and Twitter. You can also release a couple of press releases through normal media channels.
7. Ongoing content marketing
Google is always looking for new and interesting content. Start with a dedicated content marketing campaign that focuses on your brand, products and services. The content should be magnetic, drawing people in and encouraging them to share it with their own social circles. This can boost your online reputation significantly.
Publish and promote videos on popular video sharing channels such as YouTube and Vimeo. Optimise the videos by adding your keywords in the title of the video and tag them with targeted keyword phrases.
9. Damage control and monitoring
Set up a couple of listening processes to ensure you are notified of any future negative or disparaging remarks. If this happens, address these immediately and appropriately. To get started with this, create alerts on Google Alerts for your brand name so that you are notified every time Google picks up content with your brand name.
Constantly monitor the first few pages of Google with the keywords you have selected. Take note of the article positions you want to purge.
Online reputation management should not be seen as an “add on” service to your existing marketing strategy — bear in mind that your reputation can be made or destroyed in 140 characters or less.
AUTHOR: Anton Koekemoer
IMAGE CREDITS: http://www.learnvest.com/
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