Online reputation management (ORM) is one of the current “hot terms” in digital marketing. Here are some tips and bits of information to help you with your company’s ORM.
- Who should oversee your ORM?
It’s true that many young people have a natural knack for social media. That said, they often don’t have the marketing skills and experience to be fully savvy about a company’s overall communication strategy. Either way, chances are good that whoever is in charge will not be skilled in all areas so be willing to devote resources for necessary training so you have an online- savvy media relations spokesperson.
- Your measure of success
There is no one standard for measuring the success (or failure) of your online reputation. So, select a technology you like, and stick with it. Make sure to have someone keeping track of those individual social media interactions – a lot of important customer information is there.
- There’s no fact checking
Anyone with a computer can post virtually, anywhere. And there are no rules about why and how to best create and engage in social media so you’ll have to feel your way. Work to have (or create) a plan.
- Listen, learn, engage
- Involve employees
- Allow individual voices to remain, individual
- Use applications that manage tweets the way you want
- Study JetBlue and Zappos for “how to” lesson
- Buzzlogic offers the “BuzzLogic Insights” application, where you can discover, engage and assess influencers in your industry.
- Radian6 offers a solution, where you can setup certain keywords to monitor on a dashboard, automatically track the keywords on blogs, image sharing sites and microblogging sites, and then have it report back to you with an analysis of the results.
- TNS Cymfony offers the Orchestra Platform, which is built on a Natural Language Processing engine that automatically identifies, classifies, qualifies and benchmarks important people, places, companies and topics for you.
- Nielsen offers Buzzmetrics, which will supply you with key brand health metrics and consumer commentary from all consumer-generated media.
- Trackur offers a monitoring plan for individuals ($18 per month), companies ($88), and enterprises ($197).
- Brands Eye offers reputation management packages for bloggers ($1 per month), small businesses ($95) and enterprises ($350).
- Reputation Defender offers four different services, including MyChild (starting at $14.95 per month), MyReputation ($14.95), MyPrivacy ($9.95) and MyEdge ($99).
- Sentiment Metrics has a reputation management tool that helps you monitor what is being said about you, your brand and your products across blogs, forums and news sites.
- Visible Technologies offers two services; TruCast, for social media analysis and participation. You can comment on blogs and forums directly from the tool they provide and TruView, helps you take ownership of your Google results by ensuring there is positive and relevant content at the top of search engines for your brand name.
- Cision offers the Cision Social Media service, which claims to monitor over 100 million blogs, tens of thousands of online forums, and over 450 leading rich media sites.