The most curious points and links from the presentation:
Free reputation monitoring services:
http://www.twittermeter.com/ (try Firefox; issues in IE)
http://www.tweetvolume.com/ (love it!)
http://tweetbeep.com/ (free Tweeter alerts by e-mail)
http://blogsearch.google.com/ (Google Blog search)
http://www.backtype.com/ ( Comments monitoring)
Paid reputation monitoring services:
http://www.trackur.com/ (starts from $18 a months, free trial)
http://www.factiva.com/ (seems to have free trial)
How to respond to online reputation issues:
- investigate complains
- respond at the same site / same platform
- respond as quickly as possible (after the comment was investigated)
- you may need legal assistance (make sure legal team has a specialist in the area)
- host the conversation (complaints on your own site are easier to control – make them possible)
- make sure your brand is reserved at various sites http://www.usernamecheck.com/
Why all of it is necessary?
60% of Americans use social media
85% of Americans say social media presence for a company is not enough; the company should interact with its customers
Social media can amplify poor service very quickly – FTD’s Mother’s Day Mishap (by TechCrunch)
70% of global executives fear for their corporate reputations as online risks grow
66% of global executives are either unaware or do not want to admit that employees are badmouthing their companies online
Domino’s case study
The infamous video taken a tall on Domino’s perception – it changed from 81% positive to 64% negative. Cost to Domino is estimated over $50,000,000. Interesting: Domino’s PR agency suggested initially ignoring the video (now Domino has a different PR agency 😉 ).
Domino’s video response
Shevron case study
What did Chevron do when it learned that “60 Minutes” was preparing a potentially damaging report about oil company contamination of the Amazon rain forest in Ecuador?
It hired a former journalist to produce a mirror image of the report, from the corporation’s point of view.
The number of views was much smaller, but – it was an attempt by the company to create its own media.
There are many industry–specific sites featuring reviews
SEO can be a temporary fix to promote positive online reports and push back negative results. But…as soon as the complainer refreshes his or her post – it will move straight to the top. The problem needs to be addressed.
Bacon was sponsored by Concordia University MBA program. 🙂