Trashed Online Part Two: When To Hire Help

WHEN TO HIRE AN ONLINE REPUTATION MANAGEMENT EXPERT

An online reputation management campaign tries to create positive references and search results to push the negative comments off the first pages. The pros are:

1. It does not involve litigation.

2. In addition to pushing down the negative references, you get the benefit of the positive references you would often seek through a traditional marketing campaign.

Tim Doyle of TopSpot Internet Marketing says, “by continually updating all of the positive happenings within your company through press releases, client case studies, and customer satisfaction ratings etc., and making sure that this information is available on your website, and other websites, you have the power to take charge of your company’s reputation online. Online reputation management meshes very nicely with Search Engine Marketing because the consistent addition of fresh, relevant, and positive content about your company and its products and services is a key component in search engine optimization.”

WHY NOT TO DO ONLINE REPUTATION MANAGEMENT

1. It can be expensive.

2. It can be difficult with no guarantee of results.

3. It often takes time.

4 Search engines don’t like to be manipulated and could punish you.

“The key to successful online reputation management is consistency,” Doyle said. “You must be consistent in adding positive content to your website and other online vehicles and you must continually monitor the web for negative comments about your company.”

WHY NOT JUST ASK

You can simply ask the website to take down the offending material. If you do, do so nicely. Many of the websites brazenly challenge you to sue and claim they will not take down any reviews. In the past, having the client (not the lawyer or marketer) make a simple request has actually worked. In one case, a client sent a simple email stating:

To whom it may concern:

I have viewed the February XX, 20XX posting on your website by XXXX. The posting is inaccurate, misleading and defamatory. I categorically deny XXXX’s allegations that I XXXX. As such, I respectfully request you remove this posting from your website. Thank you for considering my request.

Sincerely,

XXXXX

Try these techniques for your clients and online reputation management. Let us know how they work for you!