Reputation Management for CEOs & Their Businesses (AKA: Your LinkIn profile probably STILL sucks) - Matt Craine
- Your brand is not what YOU think it is - it's what THEY think it is
- It's not about ownership
- What is their impression of you and your brand?
- It's about your presale relationship with your customer
- Everyone is a stalker
- When you meet someone in a business context, people are searching for you and your brand
- You (CEO or business owner) now represent the company's brand
- Make sure your LinkedIn profile is complete and up-to-date
- Change your LinkedIn visibility settings so those who are not logged in can see you
- Make sure to claim your business' LinkedIn profile
- Keep it updated
- Use current images
- Only 6 out of 10 customers visit a local company's website when researching for a purchase
- Audit yours and your company's public online profiles
- LinkedIn update - business and key employees
- Update team pages
- Updated pictures
- Updated info
- Human-type info
- People buy from other people, not companies
- Register your own domain name for your name
- Put up a quick website
- Link to your LinkedIn profile
- Gives you a place to tell your story
- Optimize for local search - even if you're not totally local
- Can help disambiguate same-named businesses in other areas
- Helps to keep your listings cleaner
- Claim and optimize all local directories
- Monitor your website analytics
- Look for irregularities
- Helps to identify issues that affect your reputation
- Check your website. Are you meeting your customers expectations? Are you meeting your customers expectations on mobile? Bad user experience affects your reputation
- There are a lot of bad players in the reputation management space. Some even create a "crisis" and solicit work
- There are no quick fixes to reputation management
- It's not on one platform
- The best way is to create a better reputation
- The first step is to monitor your online reputation
- The second step: tell your story ... NOW!
- Next, build relationships with influencers in your space
- Also build a social media policy for employees
- The new ORM
- Always tell your story and make sure it shows up
- Make your side of the story palatable to your target audience (if you don't know, you may not want to take a controversial stand)
- You're not going to replace all negative stuff in the SERPs - and you don't really need to replace it all
- Respond to minor issues in the forum on which the review or comment was left
- Respond to "crisis level" issues in an official forum, like a press release or on your website
- When you mess up - and you will mess up
- Don't believe your lawyer - lawsuits may be less costly than the monetary cost of your reputation issue
- Don't admit guilt until you know the whole story
- News cycles are quick, what happened may be forgotten very within a week or two
- Be transparent - but remember there are always 2 sides to the story
- Start impact analysis early
- How is this affecting your bottom line?
- Can the brand survive the crisis?
- Larger brands can weather crisis, smaller brands can be hurt and be killed
- B2B brands can be severely hurt
- Monitor, monitor, monitor
- Consult an attorney, but don't let the lawsuit alone dictate your plan
- Avoid making the crisis more visible
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