Online Reputation Management Is The Practice Of Quizlet

Online Reputation Management is the practice of

a. Ensuring that searchers find overwhelmingly positive information about a brand online
b. Monitoring the web for negative content
c. Determining if, when, and how to respond to negative content about a brand online
d. All of the above

D
Assume that Nike PR and SEO employees are monitoring mentions of “Just Do It.” Why would they most likely do that?

a. To be extra vigilant that no one says anything bad about their company
b. To see who is mentioning their trademark the most
c. To catch and stop frequent trademark infringement
d. All of the above

C
With Google Alerts, a company can

a. Get only emails that send links to new pages Google has crawled/indexed surrounding specified terms
b. Get emails and/or RSS feed alerts that send links to new pages Google has crawled/indexed surrounding specified terms
c. Monitor when people post a picture of its logo on their site
d. All of the above

B
To rank lots of positive content about its brand on the SERPs for its brand, a company should

a. Offer to pay money to site owners to take down negative content about its brand from their site
b. Create lots of positive content on a variety of sites that discuss its brand as a main topic and add value to the web so it can outrank the negative content
c. Build a ton of one-page sites that just talk about its brand
d. All of the above

B
Sites that frequently rank negative content about brands online include

a. Scam reporting sites
b. Online review sites
c. News/press sites
d. All of the above

D
Effective emergency response to negative publicity includes

a. Responding in a timely manner
b. Ignoring most negative publicity
c. Replying on the same thread to each negative statement in the comments
d. All of the above

A
When responding to negative content, a company should

a. Be transparent and admit any wrongdoing
b. Have a plan in place for how, where, and when employees should respond
c. Try to always respond to negative complaints offline
d. All of the above

D
Which site would Target likely hope to keep off the first page of Google results for a keyword search for Target?

a. Target.com
b. Extargetemployees.com
c. Targetcares.com
d. All of the above

B
Positive content is more likely to rank online if

a. It uses the keywords over and over again
b. It has a large amount of links from reputable, powerful sites that also mention the branded keywords a company wishes to rank for
c. It doesn’t really serve a purpose other than to outrank negative content
d. All of the above

Online Reputation Management
Not a method for avoiding responsibility for bad biz practices, but rather RECOGNIZES that negative online content can have unnecessarily damaging repercussions long after the underlying issues have been addressed

– Act of reviewing what is being said about a company or individual online, so that the company or individual can engage in activities to improve the overall public perception of a company with which they’re considering doing biz online

– Public Relations, but for the internet

Monitoring Brands
– Words they want to monitor= company’s name, products the company produces, company trademarks, and high-level employees

– Additional= competitors’ brands, industry news topics, regulations and laws that affect one’s company, customers’ company names, etc.

– If a company can’t keep up w the numbers of alerts surrounding its brand it can— prioritize alerts, actively monitoring crucial alerts related to terms like “company name + fraud” or “company name + scam”

Tools: Google Alerts- free tool for monitoring what is being said online

– Also monitor search results that appear on terms related to its brand “brand-related terms”

Factors that can be searchable
– Types of Content
– From Source (blogs, video sites, discussions, books)
– Set language alerts
– Region
– Frequency alerts will be delivered (as it happens, daily, weekly)
– How many
– Deliver to
Responding to Negative Content
Locations

1. Online Review Sites
2. Scam Reporting Sites
3. Online Forums
4. Press Articles
5. Websites of Activist Orgs
6. Social Media Sites
7. Blogs
8. Info Sites

Emergency Response
3 T’s
Timeliness– by responding quickly, a company can nudge press coverage toward its response to the controversy rather than focusing on the controversy itself

Transparency– Admit any wrongdoings after then can focus the conversation on actions it’s taking to resolve the wrong

Training– protocols on how to handle situations for employees

Take it Offline
Take the conversation offline as soon as possible

– Respond once w an invite to a call or email for further support
– Create social profiles for responding to positive and negative customer conversations online

Creating Positive Content
– Create positive content about the brand that will rank well in SERPs

Ideas for Webpages that can rank well for brand searches

1. Corporate Blog
2. Corporate Website
3. Corporate Ads
4. Social Media Profiles
5. Directory Listings
6. Charity Microsites
7. Customer Support Site
8. Product Microsites
9. Cause Microsites

Online Relationship management
the practice of promoting a positive brand image online by increasing the visibility of positive information and managing negative information.
Ethical ORM
is not a method for avoiding responsibility for bad business practices. It recognizes that negative content can have unnecessarily damaging repercussions long after the underlying issues have been addressed.
Ethical reasons for ORM
-people like to do business with reputable companies
-savvy, potential customers do their research
-news outlets will look for information about your company
-positive press reflects well on your brand
-employees and potential new hires want to work with a brand with a clean reputation
-shareholders and investors invest in, trust in, and work with reputable companies
-Your company, maybe one employee, maybe one product, maybe one incident went wrong somewhere but should you pay a price or be labeled for that mistake forever?
three t’s of ORM emergency response
1. timeliness
2. transparency
3. training; crisis management plan always important because when things go bad you have to move quickly.
other sites that rank well
-charity/cause microsites
-customer support site
-product microsites
-event microsites

Monitoring brand
monitor the opinions about brand, including products, service, leaders, employment practices, and anything else related to it using social media monitoring tools
Google Alerts
– free tool for monitoring what is being said online (online conversations about its brand).
– can enter as many terms as they like
– can monitor “everything” or specify only content from news, sites, video sites, discussions (forums/comments) or books. Set the language come in, region/geography to monitor, the frequency at which these alerts will be delivered (daily, or weekly).
– the number of results they want, and whether they would like to receive email or in a feed reader.
Monitor the SERPs
Monitor the search results that appear on terms related to its brand, which it can do so very simply by conducting searches on brand-related terms.
– if the brand has too many search terms related to it, the company can use monitoring tools by Mox-com and others that provide ranking reports for multiple search terms
ORM
the act of reviewing what is being said about a company or individual online, so that the company or individual can engage in activities to improve the overall public perception of a company with which they are considering doing business online.
– traditional public relation, but for the internet
responding to negative content
may come from the following websites:
1. online review sites (yelp)
2. scam reporting sites (scam.com)
3. online forums (fordforum.com)
4. press article (businessinsider.com)
5. websites of activist organizations (PETA.org)
6. social media sites (Facebook.com)
7. Blogs (united.com)
8. informational sites (Wikipedia)
Online review sites
– reviews for product on sites like Google+, Yelps, Tripadvispr
– reviews published on the e-commerce platform where the product is being sold, including possibly the company’s own website.
positive reviews
improve company’s credibility, conversion rates –> provide superior products and services that warrant positive reviews, encourage happy customers to leave review
negative reviews
deter customers from doing business with a company –> avoid being defensive, downplaying the reviewer’s experience, negative statements about the reviewer, understand the situation fully, take responsibility, point out what has been done to resolve the problem. effectively resolving negative customer experiences can actually result in greater satisfaction and loyalty than if the complaint had not occurred.
Which of the following is NOT an example of reputation management?
– a company hires a public relations firm to attract news stories about the company so that its homepage ranks better on search results
– a company uses its customer service team to respond to negative comments about the company online
– a company uses Google Alerts to monitor web mentions of its company and its top executives
– a company hires a public relations firm to attract news stories about the company so that searches on the company’s name will bring up links to the positive news stories instead of negative links
A company like Apple generates so much online commentary that it would be too labor-intensive to monitor it all. But Apple still wants to be on the lookout for negative press. It should therefore
actively monitor crucial alerts like “Apple + fraud” and “Apple + scam”
In general, the proper response to a negative review on an online review site is to
understand the situation and take responsibility where appropriate
How many responses are optimal for negative reports on scam reporting websites?
1
Who is liable when false information is posted online?
practically nobody
Which is NOT one of the three T’s of negative publicity?
timeliness
take down
training
transparency
A nonprofit organization has generated a following of people who have created websites about the organization. Most of these sites are positively-inclined toward the organization; only a few are negative. The organization begins to buy up some of these sites (mostly the positive sites) and redirecting these URLs to their own home URL. What is the downside of this strategy?
by redirecting the URLs, those URLs will no longer rank independently on search engines, moving other (potentially negative) sites up higher in the rankings
Which of the following is NOT a good example of a website to promote as an alternate result for a branded search?
– product microsite
– a copy of the main website at a different URL
– social media profile
– corporate blog

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