Leadership today requires much more than just doing your job with the people who you lead. It now involves your public persona.
This reality impacts your ability to influence with the global reach of the Internet. Things that you say and do are now are on display and can impact you, your role, and the organization that you work for. These things also have a funny way of staying around into perpetuity.
Your reputation, your role, and your business can change overnight with just a single Tweet.
If you are online doing business today, then you should understand a few things about your online reputation. First of all, you need reputation management no matter how small – or how big – your company may be. Secondly, you must understand how to properly use reputation management in the modern world of business.
This article will discuss some of the things that you must do as well as things from which you must stay away!
6 Do’s and Don’t’s of Reputation Management
1) Claim and complete all of your social media profiles
Because of the way citations are done, completing all of your major social media profiles will give you a boost in all of the search rankings.
Make sure that you have a profile on these sites:
- Better Business Bureau
and any reputable niche social media sites that are relevant to your industry.
Fill out these profiles as completely and uniquely as possible. Keep the address the exact same on all profiles. Do not abbreviate if you can help it. List a local number that matches with the zip code that you are advertising instead of an 800 number.
This will help to maximize your search listing juice and will help fill the search engine result page (SERP) with online profiles that you control.
2) Don’t rely on your personal websites alone to get the job done
Most people will find your business from your major social media profiles at the start of your campaign. You may be able to redirect traffic from those places to your landing pages later on, but the major websites will always have a juice that your personal websites will probably never attain.
Starting multiple WordPress or Tumblr accounts to build a link profile will probably serve you in a negative way, as the major search engines are all against this technique. They have protection mechanisms against it. And these thin, minimal blogs will have very little chance of ranking well themselves for your brand or personal terms.
Yet there are many who still try to rely on building dozens of micro-blogs for their business in order to try to overcome negative content on the SERPs.
3) Do take time to build an authentic online presence
Not only does authenticity help you with your human visitors, but the major search engines love it as well. If you are seen as an expert guest blogger and you are on reputable sites, then these sites will often appear high in the SERPs for your branded terms.
If the information that you tout matches your social media personality, this maximizes your effort. As a matter of fact, you may want to take the time to use Google Disavow to disconnect your landing pages from any spam techniques that you may have employed previously.
Poor links to your site are tantamount to being seen in a bad neighborhood.
They’re simply bad for your online reputation.
4) Don’t try to downgrade your competition with fake reviews
Not only is this a waste of time, but review sites like Yelp.com are actually quite good at determining what may be a fake review and completely destroying it. On top of this, if they link it to you, then your business suffers.
Even if you do get a few fake reviews up, your time is much better spent making your own reputation positive, as creating negativity for a competitor does not help your visibility at all.
5) Do be proactive when you see something that needs to be fixed
You should look at authentic negative reviews as an opportunity to fix a problem before your competition gets to fix it and take your business away from you.
Many companies will use an aggregation program to see if there are any trends in the comments that people are making. The company mentioned can then devise a strategy based upon these trends rather than guessing at their next PR move.
6) Don’t ignore your online reputation and try to fix it at the last-minute
Why should you never do this? First of all, it never works. If people have already run your name through the mud, then you will spend a great deal of time trying to play catch up rather than improving your ranking online.
As you learn how to incorporate the tips above into your everyday marketing online, you will see a gradual but consistent shift in your online visibility. Keep this up for the long-term, and your business will eventually occupy a position online that will be very hard to usurp.
As the reputation of your business ages online, it crystallizes. Make sure that you give it the best chance to crystallize as a positive for your business.
So, how well have you done to make sure that your online persona is working well for you? Are you represented well by having a comprehensive mindset and approach to your online presence? What steps can you take to cast a positive light on you, your organization, and the opportunities ahead of you? I would love to hear your thought!
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