A Practical Guide to Online Reputation Management

Negative publicity is not just confined to bad press showing in search results. As online discussions on forums, Twitter, Facebook and product review sites become more popular and customers turn to these channels as part of their buying decision companies need to be aware of where and how their business is being discussed. Hotel review site Trip Advisor is the best example of how this new channel is changing the way a whole industry operates.

Screenshot from TrivAdvisor showing negative reviews

Trip Advisor reviews can make or break a hotel. But reviews and online conversations are becoming more popular in all industries so few companies are safe from the backlash of disgruntled customers online these days.

Not to mention, as Google love to rank these review and discussion sites right up in their rankings the effect negative publicity becomes compounded.Online reviews showing on Google results page

Reputation monitoring tools

The first step for any company concerned about their online reputation is to setup monitoring to see where you’re being talked about online. You can setup alerts to automate this process and respond quickly to negative discussions. Below I’ll introduce you to a few tools which can help your online reputation monitoring.

Google Alerts

Google Alerts[1] are the simplest way to monitor who’s talking about your brand. Setup an alert to email you whenever a new mention of your brand name gets discovered by Google.

Screenshot of Google Alerts for brand monitoring and reputation managment

Omgili forum search

The Omgili[2] service monitors thousands of online forums and returns mentions of your brand or a particular keyword you want to monitor whenever it is mentioned in forum threads. This is a good way of discovering conversations about your brand in older forum threads which could potentially become active again in the future.

Omgilli Forum Search Screenshot

Twitter search

Several services exist to help you monitor mentions of your brand on Twitter. Hootsuite [3]and Tweet Alarm[4] are two worth trying out. As Twitters index tends to move faster than Google’s it is useful to get separate alerts directly from Twitter search results.

tweetalarm logo - Twitter monitoring tool

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