Social Media, Search & Reputation Management #smx


Brent Csutoras, Social Media Consultant, Brent Csutoras, Inc.

Social Media to the Rescue (Reputation Management)

  • Professional Social Netowrking (Naymz, Focus, LinkedIn)
  • Social Networking (Facebook, LinkedIn, Twitter)
  • Social ‘Media’ (YouTube, Flickr)
  • Social Aggregation (Digg, StumbleUpon, Topix, Kirtsy, Propeller, Delicious)
  • Informational (Yahoo! Answers)

Social Media is taking over!

Social Aggregation Sites

  • NOT a quick fix/over night fix
  • It’s all about quality (not About Me or Small one-site page)
  • Think out of the box, be creative

Using Social on Social

  • Submitting Twitter to Social Aggregation Sites (Submit tweets as news)
    – Updates
    – Accounts
  • Submit YouTube to Social Aggregation Sites (Delicious, MySpace, reddit)
  • Push images to Wikipedia
  • Submit something EDGY and CREATIVE to Yahoo Answers

Link to your social submissions

  • It doesn’t take much to make social submissions rank!

Launch a social campaign

  • e.g. IKEA Hacker (people who use IKEA products together to make new and different products)
    – IKEA created a social campaign around Delicious and StumbleUpon
  • GM created the FastLane Blog

Submit 3rd party content it doesn’t have to be yours, it just has to be positive

Chris Silver Smith, Director of Optimization Strategies, Key Relevance

Addressing Reputation Management Issues

  • Push negative content off of Page 1 of SERPs
  • Generate strong neutral/positive content
  • File complaints to remove negative content
  • Create links to make positive content stronger

Wikipedia Tactics for pushing down negative content

  • Article about the company/brand
    – subject must meet minimum notability reqs
    – ask established wikipedian to author
    – must be written with neutral point of view
    – have reference citations
    – categorize to rank quickly
    – Google indexed Chris’s example article within 1 hour
  • Other articles pertaining to brand name
    – e.g. use celebrity’s article as they spoke for company
    – create links to article to increase strength
  • Generate unrelated article for coincidentally identical name
    – Warning: short-term tactic; avoid
  • Provide Wikipedia common photos
    – use images, file named to rank for image
  • Luckily, if you made a mistake, you can delete your content.

Negative content within Wikipedia

  • Is it cited? If not, request deletion.
  • Is it slanted? If so, request deletion on non-neutral POV.
  • Is it repeatedly defaced? Request a lock on edits.
  • Is it minor? Request removable as non-noteworthy.

Finding content to push up

  • Find relevant news
  • Find relevant videos

File complaints to remove negative content

  • Take down notices
  • Google’s terms and conditions
  • Cease-and-desist letters – copyright, etc.

Perform proactive online reputation management –  the best defense is a good offense.

Rhea Drysdale, COO & Co-Founder, Outspoken Media

Brand trust

  • Consumer trust in brands has fallen from 52% in 1997 to 22% in 2009
  • It takes 4 years to recover brand trust from a negative experience

What clients have in common

  • No line of defense – If you have nothing good said about you, the negative stuff will rise
    – Author publishing first book
    – Disorganized search results
    – Negative book review on TechCrunch
  • Brand doesn’t want to speak up – There’s a problem, but they’re unwilling to say/do anything.
    – News story by major news network
    – Ranking second for brand
    – Brand already tried interlinking social profiles
  • Not righting the wrong
    – False advertising from the client
    – Rather than changing the message, kept rebranding with new sites
    – Complaintboard.com reviewers found the common thread and problem escalated
  • Making the problem worse
    – Rejected job applicant leaving negative comments across company profiles
    – No line of defense + fresh, relevant results on the negative reviews!
  • Tough industry!
    – Highly competitive, low-trust industry
    – Shady Facebook campaign
    – No social accounts and a roundabout Help Center

Knowem.com – check usernames, brand names, etc.

Outspoken’s Online Reputation Management Guide

Jordan Kasteler, Co-Founder, Search & Social

Social Profile Optimization

  • Company name as username whenever possible
  • Register vanity URL whenever possible
  • Company name/keywords within profile page description
  • company contact information
  • Cross-reference social profiles
  • Use dash-separated keywords in avatar/picture
  • Keep profiles active and fresh
    – Leave comments
    – Create conversations
    – Join groups

Social Profile links

  • Links from mixx.com (comments)
  • Searchles (top people, top tags)
  • Which ones are ranking? Link to help them rank better

Social Monitoring & Tools

  • Buzz/Trends (trendrr.com, facebook.com/lexicon just for Facebook)
  • Blogs/RSS (Technorati.com, blogpulse.com/conversation)
  • Email alerts (tweetbeep.com monitors Twitter, Google Alerts, Yahoo alerts)
  • Social conversations (whostalkin.com, keotag.com, search.twitter.com – advanced search has positive/negative attitude, asking questions, socialmention.com)
  • Message boards/forums

Marty Weintreb, President, aimClear

Filter negative keywords

  • Brand sucks
  • Hate brand
  • Brand recall

Set strategy

  • Let world know brand is listening
  • Make good friends
  • Redirect damaging inbound links to boost SEO

Rep Management Metrics

  • PageRank/mozRank of negative linking pages
  • Yahoo Site Explorer for number of links – a lot of viral links is a good indicator

Put a defense in place.

  • Excellent recap of the event. I thought Chris Smith’s presentation had a lot of actionable ideas that can be put in place at any time.