Free Online Reputation Management Beginner’s Guide
Tuesday, March 7th, 2006;
-- Andy Beal |
.:: Looking for detailed online reputation management strategies? Buy Andy’s new book: Radically Transparent: Monitoring and Managing Reputations Online
Every single day, someone, somewhere is discussing something important to your business; your brand, your executives, your competitors, your industry. Are they hyping-up your company, building buzz for your products? Or, are they criticizing your service, complaining to others about your new product launch?
A great brand can take months, if not years, and millions of dollars to build. It should be the thing you hold most precious.
It can be destroyed in hours by a blogger upset with your company.
A new product launch could take hundreds of TV commercials, dozens of newspaper ads, and an expensive ad agency.
It can also spread like a virus with the praise of just one customer, at one message board.
A company can dominate market share, throttle competition and hold the #1 brand in the world.
It can also crash in months if it fails to listen to what its customers want.
By now, you should have an understanding of just how powerful consumer generated media (CGM) is. Your next action could be the difference between your company’s success or failure. Do you click the “back” button and ignore the conversation, or; do you read the tips and strategies outlined below, arm yourself with valuable knowledge and join the foray?
You may decide you need online reputation management services. Or you may simply follow the advice we’ve put together below. Either way, you should engage!
What to track?
* Everything related to your company: variations of company/product names, names of your key employees, all applicable product or service names.
* Information related to your competition: variations of company/product names, names of key employees, all applicable product or service names.
* Information related to your industry: Moreover.com (feeds include retail investor news, clothing industry news, consumer durables news, retail sector news, etc.) as well as applicable trade publications.
Online reputation monitoring tools
* If possible, monitor hourly as early action is crucial.
* Create custom RSS feeds based on keyword searches: Feedster.com, Technorati.com, IceRocket.com, Google.com/blogsearch, Blogpulse.com, MSN Spaces, Yahoo! News, Google News, MSN News and PubSub.
o Monitor This allows you to monitor a single keyword across 22 different search engine feeds at the same time.
* Filter all feeds into one RSS Reader for easy and time-efficient monitoring options include: Newsgator.com, Bloglines.com, Google Reader or Pluck.com.
* Sign up for Google and Yahoo email alerts using your desired keywords (http://alerts.yahoo.com/ and www.google.com/alerts).
* Determine message boards/forums to track: BoardReader.com, ForumFind.com, Big-Boards.com, BoardTracker.com, iVillage, Yahoo Message Boards, MSN Money
* Determine groups to track: Yahoo Groups, AOL Groups, MSN Groups, Google Groups.
* Track changes on web pages via tools such as Copernic Tracker, Website Watcher and WatchThatPage.com. Monitor every page of your competitor’s web site and specific keywords on pages, etc.
o Also, a good tool for tracking posts to user groups, message boards, forums and blog comments.
Helpful Short Cuts for Online Reputation Management:
* Create your own search engine at Rollyo.com. This is a great way to track sites that do not offer RSS feeds for keywords such as Consumerist.com, PlanetFeedback.com, ComplaintCenter.com, Complaints.com, Better Business Bureau and RipOffReport.com.
* Use Keotag.com to search for tagged blog posts across multiple blog search engines.
* Get a feel for stories that are creating “buzz” in the blogosphere via sites like Memeorandum.com and Blogniscient.com.
* Acquire an overview of blogger opinions (both negative and positive) via Opinmind.com, a blog search engine that allows you to type any subject into its search box.
* Learn about a specific blog’s traffic, credibility and popularity via PubSub.com, Alexa.com and IceRocket.com.
* Bloginfluence.net and Socialmeter.com show you the popularity and audience-reach for any entered blog URL. Use it to get a snapshot of the credibility of any blogger discussing your company.
* Research backgrounds of bloggers, owners of forums and web site editors via domain name search tools such as DomainTools.com and BetterWhois.com.
* Get creative with the classified search engine, Oodle.com. Search for job listings in your industry, then subscribe to the RSS feed. You’ll get an early alert of all the job listings your competitors’ post. Now you’ll know which areas of their business are expanding or get clues about potential new products, based upon who they are hiring.
* Not sure what keywords to track? Start entering your main “buzz” word at Google Suggest and see what’s most commonly searched. Or try Google Trends for the latest search query trends.
* Want to know what the blogosphere is saying about the page you’re viewing? Use the Technorati Favelet bookmark to quickly view inbound links and posts according to Technorati. If you use Firefox, install the Blogger Web Comments extension to see what users of Google’s Blogger have to say about the page.
* Need to know what news stories influenced your company’s stock price? The new Google Finance site let’s you analyze what stories appeared at any given stock price movement. Simply move the “slider”, located above the stock chart, and watch the stories on the right correlate with the date and time.
Overall Consumer Generated Media (CGM) Tips
* Investigate facts internally before taking action - could this be a competitor spreading rumor?
* Always take the high ground
* Be honest!
* Explain what you have done to rectify any issue
* Offer to resolve any complaints personally - have a senior-level staff member make the offer - try to continue discussion offline
* Rally friends, clients, peers and utilize your allies
* Don’t create new “personas” to support your position in blogs, forums and message boards as you’ll likely be caught
How to conduct outreach to CGM
Forums, user groups and message boards
* Task someone in-house with joining and participating in any applicable forums or user groups.
o When trouble strikes, impact will be reduced if someone from your organization is a regular contributor (has credibility already) and can voice your company’s side of the story.
* Consider sponsoring most influential forums.
o Less likely to see sustained criticism if you are a supporter/sponsor.
* Build alliances/partnerships with most vocal members.
Blogs
* Identify the author of the blog, read their profile.
o Who are they? Who do they work for?
* Read author’s previous work to get a feel for his/her “persona”
* Understand the threat level - How respected are they? What is their audience reach?
* If a blog post is factually incorrect:
o Ask for removal or retraction and send supporting evidence.
o Offer to keep blogger informed of future news - Google used this on me :-).
o If these outreach methods garner no response from the blog author, consider correcting the post in the comments section. This is a last resort - what you really want is correction/retraction.
* If blog post is true, but negative:
o Send your side of the story.
o Explain how you are addressing the situation.
o Add comment to post.
o Indicate your willingness to receive any email questions - take it offline.
Balancing Negative CGM
* If it’s true:
o Don’t ignore or hide
o Participate in the discussion and be honest
o Add response to your web site
o Issue statement addressing what has been done
o Engage crisis communication expert with CGM experience
* If it’s not true:
o Politely request blog, forum, news site owner remove or retract
o Consult a lawyer
o Contact other blog and forum owners with correct information
o Ask them to consider publishing your response
o Add statement to your website - work with a search engine optimization consultant to ensure all content has been optimized and will achieve top search rankings
Authored by Andy Beal, with assistance from Cindy Akus
** Are you the next big name in search marketing? Enter our SEM Scholarship Contest & you could win $10,000 in prizes!
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March 7th, 2006 at 5:33 pm
How to handle an a-lister’s libelous rant, Andy? For instance, I personally think (usual disclosure: I’m not a lawyer, they just do what I say …as long as I pay them, anyway.) that Dell likely had an actionable libel complaint against Jeff Jarvis / Buzzmachine a few months ago. It’s not easy to mount a rebuttal from the comment lines and the courtesans in attendance are likely to shout it down anyway. My guess is that Dell decided that retreating to the bunker was the best way to minimalize the negative impact.
March 7th, 2006 at 6:08 pm
What was Dell’s strategy before the rant? A key initiative is to embrace bloggers and build allies before something negative is posted. Trying to establish a voice after the conversation has started, is always difficult.
March 8th, 2006 at 1:40 am
Andy, first visit, linked from Web Pro News, your article on Walmart using cut and paste bloggers.
I am totally against buzz agents paid to spam or flame online forums, blogs, chat.
Your article covers many things, and it’s nice to have all this info in one post.
I’m going to do a post about this post, with my commentary on your statements here.
My first impression is mostly good, I feel like I’ve discovered a new blog to visit regularly.
But…I’m very critical and hard to please.
:&)
March 8th, 2006 at 8:48 am
Welcome to Marketing Pilgrim, Steven! Glad you found us.
March 8th, 2006 at 9:32 am
This is an outstanding post, full of great info and spot-on how-to.
The leit motif through all web presence is “be honest.” It’s quite amazing how simple statements of fact from an authority can deflate emotions and affect an immediate shift in attitude and point of view.
On the positive side, honesty builds trust and loyalty among customers.
What is the world coming to!!
March 8th, 2006 at 10:48 am
Great tips. Several of these websites I did not know about … and I’m a blog network editor! Yeesh!
March 8th, 2006 at 12:35 pm
MonitorThis, http://uckan.info/depot/monitorthis/
creates an OPML file of 22 searches at once. That’s the way to do it.
March 9th, 2006 at 6:36 pm
Great tips Andy! Thanks for the solid advice.
March 12th, 2006 at 8:48 pm
This post won a prize in the Posting of the Week contest at Recruiting.com
March 13th, 2006 at 8:05 am
Thank you for a focused and informative post. I really appreciate the research and effort you put into this. So much of the marketing blogosphere is filled with feel-good balloon juice. This was a refreshing change. You can be sure that this blog has been added to my favorites.
March 13th, 2006 at 12:00 pm
Marshall, great tip, added to the the guide. Thanks!
March 29th, 2006 at 1:09 am
I actually thought you were taking a tip from me (and I did not remember giving one on this) but it turned out to be from someone who had my first name and that’s all.
There’s a lot of great stuff -started looking at it last week to see how hard it would be to do all the things you mentioned and then wrote about in my blog webmetricsguru.com
April 29th, 2006 at 10:10 am
Great tips. Several of these websites I did not know about … and I’m a blog network editor! Yeesh!
May 20th, 2006 at 10:46 am
Wow Andy - this is fantastic! Thank you
Eric Ward
October 29th, 2006 at 9:40 pm
[…] How many times have you simply posted a story that spoke to you on your blog? Did you make a connection with the author? People who are serious about online writing and marketing will monitor their name, website, and/or company via different automated tools. Thus, even if you don’t notify them, authors usually find out when you are writing about them. Wouldn’t you like to take the offensive, and notify the author? This way, you ensure that he/she sees your appreciation for his work. He might add you to his feed reader, and one of your articles might be the feature of a future blog post. […]
December 4th, 2006 at 12:12 am
Wow… I just found this post. Andy it is one of your very best posts!
December 5th, 2006 at 7:40 am
[…] a) Monitorización de la blogosfera/internet de lo que se dice de una marca o institución: lo que hacen las empresas de relaciones públicas pero en moderno. […]
December 8th, 2006 at 9:01 am
[…] Andy Beal has a good article for beginners about online reputation monitoring with tons of links to different resources. […]
December 9th, 2006 at 10:27 am
[…] Market Conversations as… Conversations You know those folks preaching about reputation monitoring? Well, you should be listening to them preach, and most importantly, you should be listening to what your markets are saying about you in particular and their needs as they relate to your products or services. […]
December 20th, 2006 at 6:10 pm
Andy, you rock for putting this together. I’ve only recently started rep tracking, and this is a great in-depth guide.
December 20th, 2006 at 9:47 pm
Thanks Justin, glad you like it!
December 27th, 2006 at 7:30 am
Hi
This is a great reading. Thanks for this.
But i was interested to email this page to my mail account but couldn’t do that.
I think you must have email this link to make things easier for people like me who need this page for future reference.
January 1st, 2007 at 8:32 pm
[…] Online Reputation Monitoring Beginners Guide | Marketing Pilgrim (tags: pr management marketing media analysis advertising business blogging social howto) […]
January 4th, 2007 at 3:35 pm
Andy, awesome. The most comprehensive post on Sentiment Analysis I have found so far. I like your definition, practical tips. Although not directly related to my job with AOL Search, I am a little obsessed with “Sentiment Analysis” these days and you contributed to it! Semantic categorization, linguistic-based data mining, user-authored content and the tail, advertisers realizing the importance of the web in terms of managing brand reputation and shifting dollars online should make 2007 a good year for SA. I’ll have to dissect your post in the coming days.
-arnaud
January 4th, 2007 at 3:38 pm
Glad it helped Arnaud!
January 10th, 2007 at 12:51 am
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January 11th, 2007 at 10:30 am
very intersting & helpfull
January 24th, 2007 at 5:07 am
[…] As a followup to my post yesterday about the incident on the Jobster CEO’s blog, I found a great post from Andy Beal on how to manage your reputation online. […]
January 25th, 2007 at 12:58 pm
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January 31st, 2007 at 11:36 am
Thanks for this great guide Andy, I have made a nice list of the recommended resources, I have added you to my must read list.
February 2nd, 2007 at 8:02 am
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February 24th, 2007 at 8:38 am
This post certainly stands the test of time!
February 26th, 2007 at 8:42 pm
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March 1st, 2007 at 5:39 pm
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March 4th, 2007 at 4:20 pm
[…] Yeah, I’m thinking West Seneca could use some do it yourself reputation management or professional help. No matter how much positive stuff I find on the town now, all I can hear in the back of my mind is, “there is apparently a rat problem”. […]
March 4th, 2007 at 6:30 pm
[…] 2) I mentioned nothing about mapping out your community’s habitats. I used Google and followed lots and lots of links on sites. I think Andy Beal’s Online Reputation Monitoring Beginners Guide is a great place to start ferreting out your community’s favorite hang outs if you don’t know already. If you’re starting from scratch you will just have to start pulling threads and see where they lead you. […]
March 8th, 2007 at 2:31 am
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March 9th, 2007 at 2:17 am
Dear Sir/Madam,
I would like to ask you about how to delete a hi5 account (www.hi5.com). I found out lately that my repuation is getting ruined because of some members in this website. I contacted the website but no reply.
The website is blocked from my computer but I still recieve friend requests and comments through my email! I would be grateful if you would tell me a way to delete my hi5 account and protect my repuation before it’s too late!
Yours faithfully,
Anarita Kalantarian
March 18th, 2007 at 12:14 am
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March 21st, 2007 at 8:28 am
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March 25th, 2007 at 9:02 am
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March 27th, 2007 at 8:02 am
Unbelievably good. — The Recruiting Animal
March 27th, 2007 at 10:39 am
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March 30th, 2007 at 11:27 am
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April 1st, 2007 at 4:23 pm
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April 8th, 2007 at 8:37 pm
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April 27th, 2007 at 11:03 am
[…] > A great brand can take months, if not years, and millions of dollars to build. It should be the thing you hold most precious. It can be destroyed in hours by a blogger upset with your company. Andy Beal […]
May 1st, 2007 at 9:48 pm
[…] “Every single day, someone, somewhere is discussing something important to your business; your brand, your executives, your competitors, your industry. Are they hyping-up your company, building buzz for your products? Or, are they criticizing your service, complaining to others about your new product launch?” Online Reputation Monitoring, Marketing Pilgrim, March 7, 2007 (via Rebecca Blood) […]
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June 13th, 2007 at 6:27 am
hai im a beginner and find ur post cool thks for ur post. can c send me some thing related to message boards or forums how can we keep an eye on them every day many new forums comes so what will be the best way to monioter on them
June 20th, 2007 at 3:32 pm
really good tips for online reputation building.
June 26th, 2007 at 9:01 am
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July 7th, 2007 at 8:20 am
Yeah, I’m thinking West Seneca could use some do it yourself reputation management or professional help.
July 7th, 2007 at 9:18 am
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July 10th, 2007 at 3:54 pm
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July 11th, 2007 at 10:48 pm
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July 21st, 2007 at 8:35 am
Andy, I remember a company you used to work for that needed online reputation management (but that is another story). “Reputation Management” has a lot to do with “Setting Realistic, Deliverable, and Measurable Expectations” on both the seller and buyer side of the transactional equation.
July 26th, 2007 at 8:13 am
[…] Online reputation monitoring and management: Συμβουλές από τον Andy Beal για την online παρακολούθηση και διαχείριση της εταιρικής φήμης. Απαραίτητο ανάγνωσμα για επιχειρηματίες, marketers,bloggers και σε τελική ανάλυση για οποιονδήποτε θέλει να ελέγχει το τι λέγεται στο Internet για το άτομό του. […]
August 4th, 2007 at 11:43 pm
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August 9th, 2007 at 10:41 pm
Amazing post. It had never occurred to me that there were so many things out there to keep track of, and so many places where you could keep track of them. That’s a full-time job in itself. What this means is that the web has completely changed things, in terms of how business can and should be conducted. One of the more insightful things you say, for instance, is that if you aren’t responsive enough to your customers, you will fold pretty quickly. As odd as it may seem, that’s a relatively new aspect of the commercial world in general, and one brought about by the fact that the internet’s responsiveness has spoiled us to instant service. But finally, what all of this means is that business schools really need to re-vamp their programs. Having graduated only two years ago with a degree in marketing, I can attest to the fact that the kinds of considerations you’ve brought up here — the real avenues of marketing in the twenty-first century, are being largely ignored.
August 10th, 2007 at 9:37 am
[…] feeds once a day and see if anything cool pops up. (Or, if you’re really paranoid, go through the beginner’s guide to reputation monitoring at […]
August 14th, 2007 at 10:21 am
Really good tips for online reputation building.I’ve only recently started rep tracking, and this is a great in-depth guide.
August 14th, 2007 at 6:29 pm
Lots of good information here. I wish people werent so bitter and posting false claims online, just to make themselves feel better. But they do and I think that shows how bitter they really are. But you offer great ways to challange their false claims. Thank you.
August 20th, 2007 at 6:18 am
[…] There is the on-site and the off-site online reputation management activities. Developing Service Level Agreement(s) is on-site online […]
September 7th, 2007 at 2:57 am
This is a very helpful post. I noticed however that you will have to sign up for separate sites for each purpose or help that you want to subscribe to. Do you know any tool, site or software that will help any web site owner or blogger measure all? I bet you understand how inconvenient it can be sometimes to check out a bunch of sites every hour just to check this and that.
September 7th, 2007 at 2:12 pm
@Portrait artist - try this one http://www.distilled.co.uk/reputation/
or this one: http://www.serph.com/
September 22nd, 2007 at 5:28 am
Great ideas . I am actually trying some of them .
I am posting articles and reviews and geting others to review my services on blogs and forums.
It really needs a lot of work and money and can be destroyed in minutes.
September 24th, 2007 at 7:11 pm
Andy - just finding this - fantastic info and many thanks for putting this together.
Forwarding to the CEO and marketing / PR folks post haste! (pun intended)
Keep it coming!
Tim Mancuso
MyREALTY.com
September 25th, 2007 at 9:48 am
Thanks Tim - don’t forget to pre-order my new book.
Link is at the top of the post.
September 28th, 2007 at 2:33 pm
Great tips, really!
October 1st, 2007 at 1:19 pm
[…] Free Online Reputation Management Beginner’s Guide: Links zu allen wichtigen Themen rund um das Handling der digitalen Reputation. Besonders […]
October 6th, 2007 at 12:38 pm
Great ideas . I am actually trying some of them .
I am posting articles and reviews and geting others to review my services on blogs and forums.
It really needs a lot of work and money and can be destroyed in minutes.
October 9th, 2007 at 12:06 pm
[…] Free Online Reputation Management Beginner’s Guide […]
October 14th, 2007 at 4:46 pm
Nice little guide but (again me with the but word) you need to hire an entire team of people who will do this job for you. I don’t think that you could do this by yourself…
S.
October 21st, 2007 at 11:37 am
This will be a good guide for beginner like me, but i still do not know where to start. Could someone enlighten me?
October 29th, 2007 at 7:28 am
Andy, you rock for putting this together. I’ve only recently started rep tracking, and this is a great in-depth guide…
November 1st, 2007 at 5:11 am
Free Online Reputation Management Beginner’s Guide
Andy, What a great article!
How about coming out with the “advance guide”?
Thanks.
November 1st, 2007 at 8:36 am
Andy, What a great article!
Thanks.
November 1st, 2007 at 9:23 am
@Alex - I’ve done better than, I’ve written a book with all the advanced stuff: http://www.amazon.com/Radically-Transparent-Monitoring-Managing-Reputa tions/dp/0470190825
November 2nd, 2007 at 2:52 pm
Andy, I remember a company you used to work for that needed online reputation management (but that is another story). “Reputation Management” has a lot to do with “Setting Realistic, Deliverable, and Measurable Expectations” on both the seller and buyer side of the transactional equation
November 2nd, 2007 at 4:13 pm
@kitap - Where do you think I got so experienced at reputation management?
I agree with you suggestion.
November 3rd, 2007 at 1:49 pm
I thought answers and google talk should get more traffic..
November 6th, 2007 at 12:32 pm
Nice post, I love the domaintools i use it all the time but thanks for better whois will see how it is. Have you tried psyhicwhois ? love that one as well for searching domain names.
November 8th, 2007 at 11:24 am
This is a nice guide for proactive reputation management. Thnx.
November 12th, 2007 at 1:38 pm
[…] For additional Info Check our Previous Blog Posts on the subject and Andy Beals Beginners Guide […]
November 25th, 2007 at 11:28 pm
Great article Andy, love the tools and links!
December 3rd, 2007 at 12:01 pm
That’s a pretty good article andy, lots of free ressource, thanks a lot. It sure isn’t easy to make sure you keep a good reputation online when you don’t know where to start.
December 5th, 2007 at 11:23 am
thank you for a great resource!
December 7th, 2007 at 2:20 pm
[…] Online Reputation Management Beginner’s Guide by Andy Beal at Marketing Pilgrim […]
December 17th, 2007 at 1:17 pm
[…] Free Online Reputation Management Beginner’s Guide [Marketing Pilgrim] […]
December 17th, 2007 at 2:53 pm
Great post Andy. At some point Individuals and companies really need to take information like this and get proactive about their online reps before they have a disastrous problem. Like for example - how many people who contact you regarding online reputation management services don’t alreay have a problem that needs to be cleaned up?
For me - one, I have had one organization contact me that did not already have a negative publicity problem on the internet. And this is such an area of vulnerability for almost everyone. It’s ridiculously easy to ruin a Company’s reputation on the internet. Even if you don’t have the time to ruin their reputation, you just need a budget of about - $100. With that money you can hire an offshore data entry guy for $5/hour to post multiple variations of negative information about company A on forums, blogs etc… Maybe one day in the near future their will be a better system for accountability on the internet. Anyways, thanks for the information. Great post.
- reputationHAWK
January 3rd, 2008 at 9:22 am
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January 5th, 2008 at 10:12 am
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January 14th, 2008 at 9:33 am
[…] can paint a professional profile that is much better than nothing at all. SEOs always talk about reputation management so why not turn the tables on them and check out their reputations? I will, of course, acknowledge […]
January 24th, 2008 at 6:00 pm
[…] media in order to avert potential PR disasters. Major search marketing players such as Andy Beal recognized the potential growth in ORM a long time ago. But I wonder how many PR/Search Marketing agencies currently offer this […]
January 29th, 2008 at 12:07 am
Andy, it’s been a while since you posted a reply to my comment. I want to thank you for those wonderful links. My boss was really impressed and now we have been getting things done in a faster pace. Thank you and I wish you all the best.
January 31st, 2008 at 8:15 am
[…] here for the full […]
February 4th, 2008 at 3:07 am
[…] Groups, Yahoo! Groups, community sites, etc. So, how do you find these conversations? Andy Beal’s Online Reputation Monitoring Beginner’s Guide. Here, he walks you through, step-by-step, how to find out what conversations are being initiated […]
February 5th, 2008 at 7:34 am
Great post dude…its really helpful for the people like me who are novice in the field of Online marketing…
Thanks
February 10th, 2008 at 11:07 pm
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February 11th, 2008 at 6:24 am
ohhhh great post….thanks for sharing on this blog….i found lots of good posts from this blog thanks….i will surely use this…
February 11th, 2008 at 2:43 pm
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Free Online Reputation Management Beginner’s Guide
Andy, What a great article!
How about coming out with the “advance guide”?
February 15th, 2008 at 2:06 am
This is great, I really can use your advices Thank you very much.
February 17th, 2008 at 4:57 pm
This is great Andy, What a great article!
February 19th, 2008 at 5:19 am
Brilliant article. And a good example at the same time.
February 19th, 2008 at 4:52 pm
Just found this by way of watching your interview with Ralph Wilson on YouTube but want to compliment you. Great article Andy and thanks so much for providing the free PDF! I am going to post a link to this article on my blog and am happy to direct people to this excellent blog.
February 19th, 2008 at 4:55 pm
@Rob - thanks, glad you made your way here.
@Oyun - check out my new book, it’s the advanced stuff!
February 19th, 2008 at 5:42 pm
Hi dear, i read this good information and find more interest informations for you. thanks.
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Thank you for your work.
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Great article!
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thanks good text
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March 3rd, 2008 at 9:38 pm
This is great, I really can use your advices Thank you very much.
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thanks good documents
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thank good article
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Very useful. Thanks for the article.
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very informative, thank you
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Many useful article here…especially about CGM.
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thanks
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May 10th, 2008 at 2:41 am
What a lot of useful information. Its a real eyeopener for me.
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