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)
- 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
- 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.
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
- 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.