A Reputation Management Plan: How to Formulate

Having an online reputation management plan is pretty standard these days. Even if you don’t have any issues with your reputation, it’s good to stay well ahead of the game. All it takes is one negative link ranking on the front page of Google to complicate things. Trust me, I know! In order to achieve reputation management success, I’m going to show you how to formulate a reputation management plan.

Why Online Reputation Matters

The online space is a highly competitive place. A sure way to end up on the bottom is to ignore your own rep management or reputation management for business. When someone looks you up online, what can be perceived from that search is your online reputation. On average, 40,000 Google searches happen every second. When someone searches for you or your business, it’s your responsibility to make sure the right things are shown in the results and not someone who shares your name, but resides in prison. That’s why now is the time to come up with your reputation management plan.

How It Works

Initially, conduct a search and see what pops up in regard to your name or your brand. This is where your rep management begins:

  1. Create your social profiles and pages on networks relevant to your industry. If you’re unsure, Facebook and Twitter are great places to start.
  2. Check and update any local listings showing in the search results on sites like Yelp and Foursquare.
  3. Use Google Alerts to monitor chatter on the web.
  4. Respond to any customer service queries or reviews

Now that you’ve created the right kind of presence, you have completed the first step for online reputation management.

Assessing Your Online Reputation

To assess your online reputation is a lot like our first step in the previous section: Googling yourself or your business. However, this time you need to do it as if you were an anonymous stranger.

  1. Log out of your browser or use a different one that you don’t normally use.
  2. Clear your cache and ensure you are logged out of everything.
  3. Google yourself.
  4. Search alternative engines like Yahoo and Bing.
  5. Assess the situation by making a list of how many sites you control your information on and how you appear.
  6. Conduct research using Google Adwords Keyword Planner to determine what terms are searched most to find you and the overall reputation of those terms.

Once you understand your online presence, you can now put together a reputation management plan.

Formulating Your Reputation Management Plan

Using the information you gathered during your assessment, build your reputation management plan. If you have search terms that return negative results on the first page, tackle these areas. Work diligently on that first page. Remember only 1% of searchers bother to go further.

Creating content is one of the best ways to achieve reputation management success. Check out these types of effective content:

  • Websites – If you don’t own yourname.com, consider buying it and creating a site for your brand
  • Social Media – Post regularly to your social media pages
  • Photos and videos – optimize your images with alt tags or hashtags containing keywords and post them to sites like YouTube, Vimeo, Instagram, or Pinterest
  • Forums – Participate on online forums and message boards
  • Business Listings – Make sure you’re listed everywhere and that you have control of that listing
  • Press Releases – Share newsworthy events and news

All of these content types can improve your reputation by replacing negative  results with positive authoritative content you create.

Wrap Up

Online reputation management is an ongoing process. You will need to occasionally monitor your progress and adjust your strategies likewise. Once you have things under control, your efforts will eventually turn to prevention. A steady stream of fresh content should maintain things nicely. Let me know about your reputation management success in the comments!

Steller Enables Facebook Instant Articles for Brands

Are you telling your story on Steller? Sometimes the only way to new great features is through an entirely different network, and that’s what is going on with Steller and Facebook Instant Articles. Facebook has given Steller users  access to the Facebook Instant Articles platform. Steller is really a unique application that centers around the idea of stories. If you recall, back when Facebook replaced the concept of the Wall with the Timeline in 2011 to early 2012, it included an emphasis on users telling their own stories. It makes sense that these two would unite in some way.

What’s What?

Both of these are pretty new services that you may not have heard of yet, so let’s find out more about them.

  • StellerSteller launched in early 2014 as a app for iPhone designed to allow users to create stories seamlessly with videos, images, and text. These stories are viewable via the app and also on the web, but the creation process is exclusive to the app only and still only available for iOS.
  • Facebook Instant Articles – While Facebook is probably insanely familiar to you, Facebook Instant Articles might have you scratching your head. Facebook Instant Articles is simply a platform that allows you to publish content from your blog or CRM instantly to Facebook using HTML, RSS, or a WordPress plugin.

 

Facebook Instant Articles for Brands

Media companies like BuzzFeed and the New York Times have been able to corner the Facebook Instant Articles market since it’s launch last May.That will change on April 12, 2016 when Facebook opens the platform up to all publishers. Brands seeking to get an early start can gain an entry point with Steller.

One of the huge draws for Facebook Instant Articles is load times. It’s called “instant” for a very specific reason. Content like Steller benefits greatly from these fast load times. The idea is that people spend less time waiting for the content to load and that increases the chance that they will spend more time interacting with the content. In business and brands, that’s significant.

Another huge feature of Facebook Instant Articles is that publishers are able to create widgets such as an email sign up form. To capitalize on this feature, Steller is developing a couple of interactive widgets with a high value for Internet marketers: Call Now and Reserve Now buttons.

It is important to note that even with Facebook Instant Articles, they still limit the organic reach for brands. In order to have a measureable impact, it will most likely be necessary to create some Facebook ad campaigns to get your content in front of users. You will need to understand that you are making an investment in the content you create and share using this platform whether you involve Steller in the process or not.

Wrap Up

Even with the ability for everyone to publish to Facebook Instant Articles looming, it could still be beneficial to tell your stories through Steller so you can take advantage of their custom widgets and other features. A disappointing downside is that there is no news of an Android release of the app, so both the user base and audience of the service are limited. There is significant evidence that Android is worth the trouble.

If your business is one that depends heavily on content, I recommend checking into Facebook Instant Articles.  I’d love to know in the comments if it’s something you are focusing on in the next couple of months. I anticipate that the initial tests are going to have phenomenal results. As I’ve said many times before, Facebook is the number 2 source of traffic on the web after Google. Take advantage of that whenever you have an opportunity.

 

Pinterest Ad Benefits for Brands Targeting Customer Databases

Pinterest ads now joins the ranks of PPC offerings from social media ads networks across the board. Facebook seems to lead the way in this realm, but they really set the standard for the other networks to follow suit. Pinterest has been a strong player from the start, and now they are offering even more social media ad benefits by targeting customer databases.

What Does It Mean?

If you’re new to the concept, then imagine this: what if you could upload your email list to your favorite PPC network and have them take care of your brand ad targeting automatically? That’s pretty powerful, right? That is basically what you are able to do with this new feature in Pinterest ads. Here’s the really cool thing, Pinterest for business is just the latest social network to adopt this benefit. Facebook, Google, Twitter, and LinkedIn already implemented targeting customer databases, so you can diversify your PPC across several networks and test to your heart’s desire.

How Does it Work?

First, you need to get started with Pinterest ads. This is a super simple, 3-step process:

  1. Set up a new or convert to a Pinterest for business account. Visit this link to get started – https://pinterest.com/business/convert/
  2. Add some Pins pertaining to your campaign. Currently you can only promote Pins on Pinterest, so you must have some!
  3. Access the Ads Manager – https://ads.pinterest.com/

Here’s where it gets tricky. The targeting customer databases feature is actually only available through certain ad tech firms who are members of Pinterest’s Marketing Developer Partners program. This feature will be rolling out to small businesses and brands later this year.

Once that happens, you will be able to upload an email list of your customers. Pinterest will then compare your list of emails against their user accounts and target ads accordingly. The targeting customer databases option will be alongside other targeting options in the Pinterest Ad Manager. Pinterest ad benefits are going to be a force to be reckoned with, mark my words.

Social Media Ad Benefits of Pinterest Ads

Business and Customer Insights

Pinterest for business is an amazing one-of-a-kind marketing tool. The virtual bulletin board really has the potential to add immense dimension to customer insight into your business. Imagine it just like a physical bulletin board where you have a separate board for each aspect of your business displayed front and center before your customers. The content pinned to the board can be images, text, videos, and any combination thereof. This allows your customers to see your business as you see it. Did you know that you can also create collaborative boards? A customer board would be a never-done-before way to know more about your target audience.

There’s more to it than just the uniqueness of Pinterest’s interface. Pinterest has seriously beefed up the Ad Manager by adding:

  • 1300% increase from 30 to 420 interests for targeting
  • Adding  tracking pixel technology for better analytics
  • Conversion and audience tracking currently under rapid development

Brand Awareness

Pinterest for business and this new targeting customer databases feature allow small businesses to tailor their brand awareness. You are able to create media-rich content that portrays your brand the way you want it to be seen. It’s difficult to say that about any other social media ads network. With Pinterest, the customer is brought into your world and given a digital representation created by you for your business.

Traffic

Pinterest is a great traffic source even without Pinterest ads. Who wouldn’t want a piece of the 53 million unique users per month pie? While usership is not astronomical when you examine the demographics, it is consistent across the board, and 100 million active users is nothing to sneer at.

Wrap Up

Think of Pinterest as a major player rather than a leader. It’s a great way to diversify your social media ads portfolio and it brings some strong tools to the table. I’d love to hear from you in the comments if you’ve tested Pinterest ads or the new targeting customer databases feature in your business.

Vick Strizheus’ Social Media Platform Evaluation

 

You should perform a Social Media platform evaluation of your pages and profiles every few months to assess performance in addition to constant monitoring and adjustments throughout. Don’t take Social Media lightly because you can be sure that your competitors won’t be. Social Media success is something that has been adopted as a goal by everyone from the entrepreneur to world leaders. Vick Strizheus is going to pay attention to that.

Setting Up for Social Media Success

If your business isn’t already participating, then you have sort of a Social Media evaluation to go through. You need to decide what the best Social Media platforms are for your business. For this purpose, you need to understand how each platform works. Here’s a quick overview:

  • Facebook – This one is a given as the second overall traffic source on the web. Facebook is an all-purpose social site
  • LinkedIn – This one is great for business-to-business social marketing
  • Google+ – A must for small local businesses for ranking purposes. An all-purpose social site like Facebook
  • Pinterest – If your business is highly visual, Pinterest is a great place to be
  • Instragram – If your business can serve up photographs on a daily basis, Instagram is the place to be
  • Twitter – Best for real-time conversations about current events on all fronts

This isn’t a comprehensive list of all social platforms, just the more popular options. A creative Social Media Marketer can find ways to make all of these useful in nearly any industry; however, you should be on these four at the bare minimum:

  1. Facebook
  2. Twitter
  3. Instagram
  4. Google+

The key is understanding your brand and your target audience. You can achieve Social Media success by finding ways to connect offline and online marketing through contests and organizing events. Remember to keep things human by injecting an amiable approach.

Social Media Evaluation and ROI

Social Media has pretty much graduated from experiment to a necessary part of being in business. Even so, businesses aren’t interested in putting resources into platforms that offer no return on investment. While ROI is a financial term, you’ll find that the returns on Social Media success aren’t always measurable in dollars and cents. Sometimes those returns are reflected through insights on behavior as reported by the corresponding social platform.

Measuring ROI is important because it is your number one Social Media evaluation tool. It is how you show in concrete numbers that your Social Media efforts are paying off. If you are not seeing a return on investment, then these numbers will tell you where you need to work harder. Then you will be able to set appropriate goals and make the needed adjustments to your campaigns.

Strategies That Big Companies Use to Achieve Social Media Success

To create a successful anything online, I encourage you to model others who have found success in what you are trying to achieve. Social Media is certainly no exception. Here’s a quick overview of three big companies who are killing it on Social Media and what they’re doing:

  • Coca-Cola – Combining mediums like TV and Social Media to increase their impact. Most of the time, people are consuming multiple types of media at once so cover more than one base
  • Denny’s – Developed a snarky voice that resonates with customers. Be unique and don’t be afraid to step outside of convention to achieve Social Media success
  • UFC – Properly trained all the fighters to use Twitter and awarded those with the most followers cash prizes. Provide training that is mutually beneficial to your employees and your business. Don’t be afraid to develop reward systems that drive engagement

Wrap Up

I encourage you to keep your Social Media strategies simple. It’s already a tedious and time-consuming medium, so don’t muddy your Social Media success with too many complications. This will make the Social Media platform evaluation process much easier to complete. You’ll be able to set new goals and adjust easily and accordingly. Good luck!

 

Google Keyword Planner Explained

So I have been getting a lot of questions about
Google Keyword Tool that was changed to Google Keyword Planner…

Here’s a short 4 minute video I shot showing you
how it works and how you can use it – FREE.

Please post your questions, comments below.

Hope this helps.