A short presentation on the basics of protecting and managing a company or individual's online reputation.

3. Google is the “Reputation Engine”
• 83% of consumers say online reviews influence their perception of a company.
• 7 out of 10 of consumers trust online reviews as much as personal
recommendations.
• 5 out of 10 consumers say they are more likely to use a local business that has
a positive online reputation.
• 73% of users believe what they read online is true and accurate.
• 34% have turned to social media to air their feelings about a company. 26% to
express dissatisfaction, 23% to share companies or products they like.
SOURCES:
ReachLocal Consumer Study, August 2012
Yahoo, May 2012
Harris Poll, April 2010

4. What is ORM?
Proactively monitoring and influencing the
organic search results for your company
name, brand name or company leaders.

5. Key 1: MONITOR
• Google, Bing, Yahoo: first 20 results
• Twitter
• SocialMention.com
• Niche Communities for your industry
• Use Google Alerts & RSS feeds to send new
mentions directly to you

6. Key 2: LISTEN
• Use feedback to
improve your service,
product or other
aspects of your
business.
• Pay attention to key
discussion topics in
your industry or target
markets. Find
opportunities to weigh
in.

7. Key 3: DELEGATE
• Assign ORM
responsibilities to
someone who has
experience with:
– Social media
– Search engine
optimization
– Writing
– Public relations
• Or set time aside to
manage yourself.

8. Key 4: RESPOND
(Company)
• Respond to all negative &positivereviews.
• Thank the reviewer for their feedback.
• Acknowledge and apologize for negative
experience.
• Offer a solution. Try to take it offline.
• Ask the reviewer (offline) for a follow-up post
or removal of negative review.

9. Key 4: RESPOND
(Personal)
• Respond to active discussions in your
industry (blogs, LinkedIn, forums).
• Offer value and knowledge on “hot” topics.
• Choose keywords that you want to be
associated with and create new blogs or
articles featuring those keywords.
EXAMPLE:
“Social Media Strategy in 5 Steps” by Kristin
Warner

10. Key 5: BE TRANSPARENT
• Acknowledge when you
are wrong or when your
company has dropped
the ball.
• Offer an explanation
and/or solution.
• Speak like a real
person. No legalese.
No jargon.
• Offer a real opinion.

11. Key 6: CREATE
• Content is your currency.
• Inventory your existing content assets; adapt
for online.
• Content should be useful for your potential
customers or the media.
• Tag all content with your keywords (name,
brand name, product name, etc).

12. Key 7: SHARE
• All content should be sharable. Use “Share
This” button, “Add This” button and/or
FacebookPlugins.
• Add new content to your website/blog,
Facebook, YouTube, Twitter.
• PRWeb for press releases.

13. Key 8: PREVENT
• An ounce of prevention is worth a pound of
cure.
• Keep customer communication open, honest.
• Produce good content and media mentions for
yourself (personal branding).
• Address negative experiences as soon as you
know about them.
• Encourage customers to write positive reviews
about you on key sites. (i.e. Hotels =
TripAdvisor)

14. QUESTIONS?
Kristin Warner
President
FirePath Communications
FirePathInc.com
561.404.1097
kwarner@firepathinc.com
@firepathinc