Online Reputation Management : 10 mistakes to avoid

1. ONLINE
REPUTATION
MANAGEMENT :
10 MISTAKES TO AVOID

2. ONLINE REPUTATION MANAGEMENT :
10 MISTAKES TO AVOID
10 challenges stand in the way of online reputation management,
But …

3. ONLINE REPUTATION MANAGEMENT :
10 MISTAKES TO AVOID
those directions apply only under a specific
Condition:

4. ONLINE REPUTATION MANAGEMENT :
10 MISTAKES TO AVOID
the online reputation management must be drived from …
the highest level of the company.

5. ONLINE REPUTATION MANAGEMENT :
10 MISTAKES TO AVOID
If words may be forgotten,
the written aspect lives on …
and
social media uses
writing.

6. ONLINE REPUTATION MANAGEMENT :
10 MISTAKES TO AVOID
Major crises remain marginal
But
Data retention on Internet could create some
reputational risk

7. ONLINE REPUTATION MANAGEMENT :
10 MISTAKES TO AVOID
Mistake NO.
1:
Only influencers do (or undo) an online
reputation
•
Companies believe that online reputation is established by influencers,
•
Crises come also from
unknown internet users.

8. ONLINE REPUTATION MANAGEMENT :
10 MISTAKES TO AVOID
Mistake NO.
2:
Digital communication is mature
•
Unlike the direct marketing, the digital communication
•
Mobility and nomadism
just begins
increase the phenomen

9. ONLINE REPUTATION MANAGEMENT :
10 MISTAKES TO AVOID
Mistake NO.
3:
Stakeholders are from outside of the
company
•
3 categories of actors :
• external actors,
• intermediaries (customers, providers …)
• internal actors (employees, temporary workers, interns).
•
Do not think that only persons from outside the company have an
impact

10. ONLINE REPUTATION MANAGEMENT :
10 MISTAKES TO AVOID
Mistake NO.
4:
Online reputation is a job for
the digital marketing department
highest level of the company
•
Online reputation must be managed at the
•
It is not just only digital marketing or community management who are involved.
•
the “spectator” will pay attention to
all negative aspects.

11. ONLINE REPUTATION MANAGEMENT :
10 MISTAKES TO AVOID
Mistake NO.
5:
Give preference to law instead of dialogue
•
In some companies, intervention of lawyers is systematic.
•
Companies can no longer get away from the
dialogue with internet users.

12. ONLINE REPUTATION MANAGEMENT :
10 MISTAKES TO AVOID
Mistake NO.
6:
Swearing only by Twitter and Facebook
•
Facebook and Twitter benefit from a large audience, but there are
many social media platforms,
•
Even if forums and blogs are “old” formats, they also benefit from a
large audience.

13. ONLINE REPUTATION MANAGEMENT :
10 MISTAKES TO AVOID
Mistake NO.
7:
Monitoring only one panel is sufficient
•
Most of companies think that monitoring a panel of 200 to 300 well-known
websites is sufficient.
•
Monitoring should be wider : a company has to
ask search engines every day.
•
The monitoring strategy has to be qualitative
and quantitative.

14. ONLINE REPUTATION MANAGEMENT :
10 MISTAKES TO AVOID
Mistake NO.
8:
Develop the same communication
for every interlocutors
rules.
•
Digital marketing as direct marketing requires some
•
Some internet users are prospects, others are customers, others are fans …
•
Build a specific dialogue
for each types.

15. ONLINE REPUTATION MANAGEMENT :
10 MISTAKES TO AVOID
Mistake NO.
9:
All influencers are similar
•
Influencers represent the Holy Grail for brands.
•
Brands have to define as clearly as possible, the profile of the
influencer: a person with a big impact ? an opinion leader ? both ?
•
And always keep
operates
in mind the environment in which he

16. ONLINE REPUTATION MANAGEMENT :
10 MISTAKES TO AVOID
Mistake NO.
10 :
Bad buzz is a « disaster »
•
Step back.
•
Consider what are the real impacts of the crisis,
based on precise criteria : revenue, turnover, profitability
•
Bad buzz is not always negative.
•
The company has to consider it as a
•
step to rebound
... including on social media.

17. ONLINE REPUTATION MANAGEMENT :
10 MISTAKES TO AVOID
•
@agnesdelmotte, feb. 2013
•
Source :
« E-reputation : 10 erreurs à éviter » [fr] by Dominique Fevre, E-marketing.fr.
itw. of Christophe Asselin, online reputation expert at Digimind.