Awake early in Las Vegas for another fun-filled day of SEO knowledge and hashtagging #PubCon. Let’s start off the day with a subject dear to all SEOs’ hearts: reputation management.
Jennifer Laycock started off the session with a few things you should definitely be measuring if you’re concerned about your brand’s reputation online. To have a really effective plan, each business should put these in priority and form a strategy around them.
1. Awareness: This means counting friends and followers, social media mentions, branded search volume, and new links.
2. Relationships: How much conversation is surrounding your brand, the tone of that conversation, the application of the conversation (are they just saying good things or telling people to buy from you?), and who is initiating it?
3. Sentiment: Do people like you or not, how is that changing over time, do they feel like you are listening (complaints usually aren’t “I just had this problem,” but “I just had this problem and no one did anything about it”), and are you responding?
4. Engagement: Including the number of unique visitors, time on site or pages viewed, frequency of visit, and inbound links.
Laycock then suggested an online tool that actually monitors all of the above: Social Mention – a dashboard that puts everything in one place for you to view. Four categories appear: strength, which is really whether or not people are talking about you; sentiment, or
positive comments versus negative comments, in other words, do they like you; passion, who is talking about you and how likely are they to continue; and reach.
Rhea Drysdale also suggested a useful little tool called “KnowEm,” a social profile username aligner. Definitely a good way for any DIY rep manager to make sure their username carries over on all profiles. Even if you don’t have reputation problems at the moment, just for branding purposes, this is a good idea.
Speaking of DIY brings us to Rhea’s next point. While you might be able to work on reputation management in the short term, trying to optimize subdomains, adding pictures and press releases, etc., rep management in the long term is almost assureadly going to need to be outsourced(which, by the way, you could hire us for your Rep Management needs). It takes a lot of time, and some complex strategies, including link development, blogs, communication strategies, and even improving customer service. If angry customers or clients have gone to forums or other websites, you need to consider giving them more ways to contact you directly. People want to be heard – and if you’re not listening, they’ll find someone who will. #PubCon