Controlling The Noise
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Transcript of Controlling The Noise
Controlling The Controlling The NoiseNoise
Who Am I?
Shira Abel Business Development & Marketing Abel Communications@shiraabel
Companies Make Mistakes@shiraabel
#1 Search Suggestion = Google Buzz Lawsuit
@shiraabel
#2 Result – Toyota Recall@shiraabel
In the Top 10 Results – Feb 18th
@shiraabel
Background
• Actual incident: November 2009
• Lower Merion School District
• Apple laptops given to students
• Asst. Principal disciplined student for actions done in the home
• Parents were not clearly informed that the spy camera could be activated remotely
• No consent was given
@shiraabel
On Drudge Report@shiraabel
Front Page of Google News@shiraabel
Twitter Results – Active Chatter @shiraabel
1st Result Feb. 25th @shiraabel
Lower Merion’s Reaction
• A Press release– Software installed – Apologized for not informing parents– “Spy” software activated 42 times– Denied watching student– Only activated when laptops were stolen
• Silence
@shiraabel
Reaction Help SERPs?
• NOPE!– Media focus: 42 times cameras were activated
• Blake Robbins media team is using social media to support their SEO – Video interviews (YouTube, Vimeo)
• Search on YouTube: IT staffer from Lower Merion talking about the spy software before this happened
– Interviews to news agencies = Articles = Links & higher results
– Interesting story increases Twitter chatter
@shiraabel
Should Have Done
• Incident happened in November 2009• Information out now because of Blake Robbins
– The team that breaks the story typically controls the story
• School should have been pro-active and broke the story first– Gone to the news and told story– Admitted guilt and apologized– TV news interviews– Made a lot of noise
@shiraabel
But They Didn’t Do That…
• Lower Merion should give as much information as possible – News interviews– Blogger outreach– Twitter stream with more information
• Complete transparency – sooner they do the quicker the ordeal will be over
• More information = more noise coming from their side = better SERPs
• Change policy and publish clear policy
@shiraabel
Buy The Gear @shiraabel
Opps@shiraabel
Look at it as an Opportunity
• Companies / Individuals are often judged by how they handle when they are wrong
• Opportunity to pleasantly surprise and earn loyalty
• More information given = more links = higher SERPs
Control Your Noise
@shiraabel
THANK YOU!
@shiraabel
References
• Lower Merion School District sued for cyber spying on students http://www.philly.com/philly/news/homepage/84715297.html?cmpid=15585797
• Two tech workers sidelined in Web-cam case http://www.philly.com/philly/news/homepage/86505452.html