Ten years ago, MarCom's Kristin Gabriel was writing crisis PR manuals, and training executives in major corporations on how to handle a crisis, but online and with social media channels like Twitter or Facebook, a crisis can travel at the speed of light, and potentially put a company out of business overnight.
When MarCom first started online reputation management five years ago it only took a couple of months as Google was less sophisticated and there was less content out there. But then it all depends on the business category. Some categories such as online security or online dating have more content posted on the Web than others, so it can take longer to push negative content back into the pages of the Internet.
In addition to search engine optimization and social media marketing, Marcom New Media has expanded our reputation management services because of the growth online. What took a couple of months to "fix" an issue in years past now takes more time, and a bigger team. We have trained and put people in place globally to assist in this effort. We have managed online reputation strategies for several clients quite successfully.
The strategies for reputation management online are still basically the same, but today MarCom uses a bigger team and newer more sophisticated (and time consuming) tactics like short optimized video postings on YouTube, the syndication of alot of optimized content articles, and an array of interlinked websites and social media marketing platforms to create RSS mashups, hubspots, a synergistic approach for moving negative listings back to the back pages on the Internet.
Following are some tips to manage your online repuation:
1. Think before you post anything on the Internet.
2. Be careful what you say in an interview with the media. Media sites are rish in content, so your comments may rise to the first page of Google faster and remain longer.
3. Be careful about listings on Wikipedia. It is a forum where disgruntled customers can rebut what you post. And that is hard to get taken down.
4. Be careful who you allow to videotape you at conferences, seminars and or trade shows. It could end up edited to the negative and posted on youTube.
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