Online Reputation Management and Repair Guide, Recover Reputation/Steven W. Giovinco

The Online Reputation
Management and Repair Guide

Recover Reputation
Steven W. Giovinco

Online Reputation Management

 Topics Covered
– What is Online Reputation Management?


 Topics Covered
– How Your Online Reputation Can be Damaged


 Topics Covered
– What Happens When Your Reputation is Ruined


 Topics Covered
– What Happens When Your Reputation is Ruined
– How To Repair Your Online Reputation

What is Online Reputation Management?

 Pre-internet
– Brands, people and companies could control what
was said about them.


 Now
– The Internet is the new first impression.
– Clients “Google” you when speaking on the phone.
– Anyone can say anything, and it shows up online.
– People don’t ask for references anymore, they search
Google.


 Times have changed.

Image courtesy by Mike Licht, from Flickr Images courtesy by PhotKing ♛


• Top search engines…

Image courtesy by Danard Vincente


Now determine your online reputation.


 84% say online reviews influence purchasing," Opinion Research
Corporation (Opinion Research Corporation)
 77% of executive recruiters use search engines to research applicants.
 35% have eliminated candidates based on the information they found.
(ExecuNet)
 83% of companies will face a crisis that negatively impacts their share
price between 20 and 30%, during the next five years. (Oxford-Metrica)


 One negative post can ruin your business.


 So what is Online Reputation Management?


 Anythingabout you or your business online
 What people say about you
 What other sites say about you
 How you respond


 What Makes up Your Online Reputation
– Your web site
– Your personal or business blogs
– Comments about you from sites or blogs
– Comments you write
– Social media chatter


 How
Your Online Reputation Can be
Damaged

How Your Online Reputation Can be
Damaged

 Negative,
misleading, inaccurate and
damaging content

Image courtesy by DeclanTM

Damaged

 Rumors, lies, or other hurtful material shows
up in your search results

Image courtesy by chellseeyy


 How
Your Online Reputation Can be
Damaged
– Competitors or disgruntled ex-employees destroy
your reputation

Damaged

 Harmfulreviews or anonymous posts from
troublesome sites

Image courtesy by Dirk Vorderstraße

Damaged

 Review sites
– Yelp reviews
– Yahoo reviews
– Google+ reviews

Damaged

 Complaint sites
– Scam.com
– Ripoff Report.com
– Complains Board.com
– Pissed Consumer.com

Damaged

 Industry Specific Sites
– Lawyers.com (Law)
– Avvo.com (Medical)
– Others

What Happens When Your Reputation
is Ruined

A negative reputation
can last forever

Image courtesy by hal

is Ruined

 Before

is Ruined

 After

is Ruined

 Ifa negative item shows up on the first page
of Google
– Clients stop calling
– Prospects or leads decrease
– Sales decline
– Company folds

How NOT To Repair Your Online Reputation

 DON’T write your own reviews, even under a
different name


different name.
 DON’T engage in a flame war or respond to a blog
comment, especially using harsh or unprofessional
language


different name.
language.
 DON’T defame or write critical posts about them


different name.
language.
 DON’T defame or write critical posts about them.
 DON’T ask an intern, your nephew or friends to help
with social media responses unless they are
professionals or are very experienced


different name
language
 DON’T defame or write critical posts about them
 DON’T ask an intern, your nephew or friends to help
with social media responses unless they are
professionals or are very experienced
 DON’T use shortcuts such as “link farms”


 What if something negative shows up?
– Remain calm
– You might feel violated, angry
– Review the issue
– Create strategy on how to move forward
– Repair your online reputation


 How to Repair Your Online Reputation
– Search Engine Optimization
– Social Media
– Content Creation

How to Repair Your Online Reputation


 Goals
– Try to Remove Negative Reports
– Push negative link off first page of Google
– Add good information about you


 Try to Remove Negative Reports
– Once something is online, it is extremely difficult
or almost impossible to delete
– You might be lucky and get it removed
– Note that many sites often ignore removal
requests, such as RipoffReport.com-even though
the posts can seem libelous


 Search Engine Optimization

Image courtesy of SEOPlanter


 Why do we care about SEO?
– Optimize your web sites to get found by Google
– Generates more traffic
– Helps in focusing on good content


 Finding good search terms is crucial
– Determine how people search for you
– Must be attainable
– Based on research
– Be specific
 “litigation
lawyer NYC” is better than “lawyer”
 “contemporary fine art consultant” is better than ”art dealer”
 “Chicago financial advisor” is better than “financial advisor”


 How to Use Key Search Terms
– Integrate into web page text
– Add “behind the scenes” in code on site
– Add to other sites such as blogs and Twitter bios,
etc.


 Generating good
organic site traffic is
important


 Social Media
– Which to pick?

Image courtesy of ickrate


 Social Media
– Know your audience
– Pick just a few
– Remember: goal is to generate good information

Image courtesy of mkhmarketing


 Social Media
– Twitter
 Getkey Followers
 Tweet good content several times daily

Image courtesy of mkhmarketing


 Social Media
– LinkedIn
 Joinseveral good Groups
 Add comments and connections daily


 Social Media
– Facebook
 Add images, videos
 Post several comments daily

Image courtesy of Robert S. Donovan


 Social Media
– Pinterest
 Post images daily in Boards
 Follow others

Image courtesy of Highways Agency


 Social Media
– Google+
 JoinCircles
 Post frequently


 Find industry-specific sites
– Join discussions
– Be active
– Add content, images


 Content creation

Image courtesy of William Brawley


 Content creation
– The best way to fix your online reputation is to
write good information
– Post frequently
– Flood the internet with quality content will
eventually push the negative element off the first
page
– Videos, photos more important


 Content Creation
– Business Web Sites

Image courtesy of Tulane Public Relations


– Business Blogs

Image courtesy of Search Engine People Blog


– Personal Web Sites

Image courtesy of Robert Bejil


– Personal Blogs

Image courtesy of Hey Paul Studios


– YouTube Videos
– Articles
– Presentations
– White papers
– News Releases
Image courtesy of Maria Reyes-McDavis


 How long will it take?
– It depends on how bad the negative item is
– How popular it is or how many hits it gets
– Your existing online presence and the effort you
put into fixing your online
– Average project takes six months


 Conclusion
– Remain Calm
– Don’t take it personally
– Learn, and move on
– Continue to add good content

About Recover Reputation

 Boutique online reputation firm,
focused on professionals
 20+ years IT, writing experience
 Personal, hands-on approach

Steven W. Giovinco
Owner
Recover Reputation

Recover Reputation

 Questions for Steven W. Giovinco?
 Connect!
 Call
347-421-7598
 Email steve@recoverreputation.com

Online Reputation Management and Repair Guide, Recover Reputation/Steven W. Giovinco

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Online Reputation Management and Repair Guide, Recover Reputation/Steven W. Giovinco