Online reputation management, or brand reputation monitoring as it is often also referred to, is the result of the popularity of online media and ease of public accessibility, coupled with the rise of integrated and interconnected Web 2.0 systems.
Suddenly the Internet is more functional and easier to use than ever before. There’s been a dramatic shift in focus from traditional print and broadcast media which simply aren’t as three-dimensional, interactive and convenient as the Web.
Today’s consumers are encouraged to create and share their opinions online for free – a function not normally associated with conventional media. This allows for more consumer consciousness, freedom and advocacy - providing a soapbox for consumers to express their opinions.
Good or bad, sometimes these user viewpoints go unnoticed, but a lot of the time they are the active, uncontrolled voices of the authoritative members of the online public.
There’s no need to fret. By following a few simple tips towards setting up your reputation management tools, you’ll soon beware of any buzz about your brand and building your Google CV all the while.
Choose Your Reputation Management Keywords Wisely
Select which keywords you would like to monitor with your reputation management tools. These should include your brand names, employees’ names, unique product or services names and any other noteworthy terms.
Get An RSS Reader – It’s Really Simple
Before deciding which areas of the Internet you’d like to monitor, find an RSS Reader (Really Simple Syndication) to concentrate the incoming information from the various information sources into one channel.
Two of the free RSS readers include:
Google Reader: This easy to use RSS aggregator compiles your important feeds into one destination – all within your browser.
FeedReader3: Once downloaded and installed, FeedReader3 provides convenient filing of incoming data. Add your key phrases and click which suggested search services you’d like to utilise (e.g. Technorati, YouTube etc.).
Using Your Reputation Search Spotlight
With your key phrases and RSS Reader ready, it’s time to decide where to listen out for mentions of your brand. Your initial setup will probably return a long list of results for your keywords due to a backlog of online information. You may also need to redefine your search terms to narrow down your results.
The following websites can be used for manual search (e.g. meta search with KEOTag) or added to your RSS Feed, and are just a few of the essential monitoring destinations:
- BackType (Great for blog comments)
- Google Blog Search
- Google Alerts
- Google Groups
- Google News
- MSN Groups
- Yahoo Groups
- Yahoo! News
Which do you use? Drop us a comment.
We’ll be exploring online reputation monitoring and management over the next few weeks, so be sure to keep an eye out on this blog.
Remember that you can use LookupPage to keep track of where visitors to your profile are coming from. By ensuring that the link to your LookupPage profile is listed on any piece of communication that you submit online, you will get more visitors to your profile. By being able to track where they are coming from you can gain insight into what and where you should target in order to increase your online visibility.