In the online era, it can be hard to repair a damaged online reputation — but it’s not impossible.
While there are several strategies for overcoming negative information that has been posted on the web, perhaps the best is to create your own content and drive the bad or erroneous stuff down in search engine rankings. No one but your worst enemy will bother to visit Page 20 on a Google search; most readers will stick to the first page or two. Creating a robust social media and online presence guarantees that the top results will be the ones you want people to see. Studies by Forrester Research have shown that video, in particular, is prized by Google and will rank highly, so you might want to consider a video blog. Traditional blogs, because their content is updated frequently, are also search-engine-friendly. Creating profiles on Facebook, LinkedIn and Twitter also helps since they frequently show up at or near the top of Internet searches, and it also never hurts to get quoted in the media or write articles for various publications.
All of these strategies benefit brand you so you should be doing them anyway but they are particularly important if negative information has been posted about you.
I usually like Alex’s irreverence and wit but I found this post to be particularly witty and especially irreverent.
NASA has never been known as a fast moving, quick to change and/or adopt new ideas and technologies. You can’t really blame them with billions of dollars of tax payer money and the lives of astronauts and support people on the line. That’s why I was a bit surprised to see that NASA has embraces social media as a marketing tool. NASA is sending 100 of its Twitter followers to Cape Canaveral for today’s launch of Atlantis. NASA awarded tickets to the Tweetup to the first 100 people to register on its site. The move is an attempt to drive more interest in space exploration.
NASA gets how to use social media – in this case twitter to augment its marketing strategy and to build relationships that enhance its brand. This is a great example for me to use when talking to clients about specific uses of twitter and other social media. Thanks NASA. Oh, and I”ll be watching the launch. I still get goose bumps when I see that enormous machine lift off the ground and soar heavenward.
I read a great post today at the SocialMediaToday blog about the three top reasons social media is still a tough sell. This is a great post with which I totally agree.
This post was particularly poignant given that I just met with a potential new client who had experienced all three of the followinf conditions from previous so called social media “gurus” and “experts”.
1 – Consultants make social media sound scary and/or unapproachable.
2 – Companies care about how they can increase sales not make themselves feel or look cool.
3 – Social Media consultants frequently come across as arrogant and without regard for the culture of their clients.
I’m not sure why it’s so difficult for those of us in the consulting field to understand that the only thing we accomplish by making ourselves seem otherworldly and omniscient is the alienation of our clients and the denigration of our vocation.
What about you? What experiences both bad and good have you had with consultants?
For years I’ve been telling clients that one of the best things they can do to build relationships, enhance their brand and drive sales is to establish themselves as the thought leader in their domain and provide to their users information they can’t get elsewhere or, at the very least, is easier to get from them. Now there is research to back up my assertion. A new report published by eMarketer suggests that one of the best ways brands can capture the attention of internet users is by “providing relevant news and analysis” as well as providing “new ideas and thinking”. In other words, being a thought leader.
One of the companies I coached about this and does it well is Envysion. Through their MVaaS blog Matt Steinfort, Rob Hagens and Darren Loher have established themselves as the experts in the Managed Video as a Service space – at least as it applies to the technologies. The only thing they haven’t done well is provide a place for their customers to get additional information that is important to them but that doesn’t necessarily revolve around the technology of managed video. For example, since a lot of Envysion’s customers use the application to facilitate loss prevention Envysion could provide more information about loss prevention on its blog – trends, tips, tricks, etc. This would be a way to get more of Envysion’s current customers to come to the blog further cementing Envysion’s place as an expert/information source.
Additionally, Envysion could take advantage of microblogging to get additional traffic from other sources. Since word-of-mouth was the No. 1 purchase driver according to the surveyed consumers the use of Twitter and Facebook could help Envysion build a base of word-of-mouth referral sources.
One of the results of the study that I found most interesting is the fact that US consumers found social network contacts and bloggers that they read regularly more trustworthy than major journalists, television news readers and radio presenters. This to me is proof positive that the tide has really turned and that business must begin to include social media marketing as part of their overall marketing strategies.
Sarah Evans just wrote a post detailing 10 ways you can use twitter lists which has a great list (I had to work that in) of ways you can use this new feature of Twitter. 2 days ago Josh Catone wrote a post explaining how to use and setup twitter lists.
These are great tips on how to use a terrific new tool Twitter has come out with to help individuals and organizations use twitter in a new way to build relationships and enhance brands. This is new territory so it will be interesting to see all the exciting ways folks dream up to use Twitter Lists to achieve their objectives. What about you? How can/will you use Twitter Lists inside and outside your brand?