Online Reputation Managment

Internet Insights

Two Types of Reputation Management

• Passive Defensive Reputation Management

Is necessary when negative information was posted at a time in the past and has not been refreshed lately. Examples include negative reviews, blog comments, journalism etc.

* Techniques differ depending on type of new web content created

• Active Defensive Reputation Management

An entity is actively posting and refreshing negative information about a brand. Examples are blog posts, editorial comments etc.

*Source: Wikipeida.org

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Case Study Example:Passive Defensive Reputation Management

Problem: Unknown person posted untrue and negative information

Challenge- Because of popularity and search engine ranking negative comments tend to rise quickly in search results.

Solution:

1. Find the problematic and most damaging key phrases and alternative versions of those key phrases.

2. Create a list of appropriate key phrases and rate according to number of searches made monthly.

3. Prioritize the list to most damaging and least damaging.

Objective- not to suppress but replace information.

Create content based on online reputation management plan.

– Creation of new content should be prioritized accordingly.

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Objective

Objective- not to suppress the negative post but to replace information with true and good in nature.

• Create content based on online reputation management plan. Create new and powerful content.

• Content should be introduced gradually using different domain ownerships and geographically diverse hosting environments.

• Profiles should be written and differentiated from each other.

• Content should be optimized for search engines.

Techniques differ depending on type of new content created.

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