How to Use Content, Social Media, and Search Marketing for Reputation Management

Online ReputationReputation management is one of those things that a lot of individuals and businesses do not think about investing in until something bad happens.

When things like bad reviews, court cases, and slander campaigns often end up in the first page of search results for your name or your business name, it can be hard to fight off.

That is why you have to look at reputation management as an on-going strategy that you need to invest in before a crisis happens.

Here are some easy ways to use the top online marketing strategies – content marketing, social media marketing, and search marketing – to ensure that the best content about you and your business always rises to the top.

Content Marketing for Reputation Management

Content marketing has become an integral part of online marketing in 2012 – businesses have been taking advantage of blogging, guest blogging, infographics, podcasting, and videos to boost exposure for their business (and even gain some great backlinks in the process). The best part is that all of this content has the potential to rank well when your name is associated with it.

Here are some key ways to make sure that your content works at protecting your reputation.

  • Claim Google Authorship. If you’re working to protect your personal name, Google Authorship can be a big help. If you have a Google+ profile, simply follow the directions on how to link your profile to the content you create. This will help Google know that the content is yours and put your name, photo, and link back to your profile next to any pieces of content it can connect to you.
  • Get your name in the title of your content. One of the best ways to make content come up quickly when people search your name or your business is to add your name to title. Consider naming YouTube videos “ABC Company Shares Their Best Customer Moments” or accepting interview requests on sites that typically will title interview posts “An Interview with ABC Company on the Benefits of ___.”
  • Create separate domains. Companies who are actively working on their reputation management tend to create different domains for different purposes. GoDaddy, for example, has separate domains for their Executive Chairman’s blog, charity work, tutorials, and a community for business owners.
  • Get mentioned in the media. Ever wonder how some people and businesses get mentioned in major media outlets? Stop wondering and start making it happen by subscribing to HARO as a source for as low as $19 per month. They send out daily digests of reporters looking for quotes on particular topics. Get mentioned on a big enough site and it is bound to show up in search results.
  • Do some guest blogging. Particularly look for sites that allow you to have a dedicated author pages – SEOmoz and Mashable are good examples.
  • Write a book and publish it on Amazon. Even if it is just a Kindle book, you’ll get a dedicated author page on a high authority domain.

Social Media Marketing for Reputation Management

Next on the reputation management list is social media marketing. This one is pretty simple and straightforward – if you want to use social media to build a positive reputation online, you not only have to create social media profiles for yourself and/or your business, but you need to keep them active as well.

The top social networks you need to consider for reputation management (as well as exposure and traffic for your business) include the following.

  • Facebook – Personal Profiles, Business Pages, Groups, and Apps.
  • Twitter – Profiles for yourself and your business.
  • LinkedIn – Professional Profiles, Company Pages, and Groups.
  • Google+ – Personal Profiles, Business Pages, and Local Places.
  • Pinterest – Personal Profiles and the new Business Profiles.
  • YouTube – Profiles for yourself and your business.
  • Crunchbase – Personal Profiles and Business Profiles (see how to add both here) .
  • MySpace – Personal Profiles (since they are planning to make a comeback with a new look soon).

The best part about having all of these social networks is that you can use them to promote the content you are creating. The more viral a piece of content goes, the more likely it is to rank well in search for your name or your business.

Search Engine Marketing for Reputation Management

Speaking of ranking well in search, that’s really the entire goal of reputation management – to make sure positive information about you and your business rank on the first page. Hence, you need to apply the same rank-boosting strategies to your content and social profiles that you would to anything you want to rank well in search. This includes the following.

  • Interlinking everything that is relevant. Include social profile links on your blogs, internal links from one piece of content to another, links to your blogs from your main website, and so forth.
  • Building links to your content and social profiles. Look for opportunities to add links to your blogs and social profiles anywhere you can naturally – forum signatures, guest post author bios, and other community profiles where you participate often are good places to start.
  • Encouraging others to link to your blogs and social profiles. When you accept interview requests and requests to answer questions for a crowdsourced post, make sure you specify what properties you would like a link back to when they credit your information.

Now it’s your turn! How do you manage your online reputation? Please share your routine and favourite techniques in the comments!

Photo credit: Jeff Buck

Note: The opinions expressed in this article are the views of the author, and not necessarily the views of Caphyon, its staff, or its partners.

  • http://www.brickmarketing.com/ Nick Stamoulis

    One of the most important factors of reputation management and social media is responding to your followers. Too many businesses build Twitter and Facebook accounts and only use them to promote products and or services. If someone tweets a complaint about a company, or leaves a less than impressive comment on a company’s Facebook page, the posts need to be addressed immediately. This way it shows your other followers that you are engaged with your audience and care about your customers and potential customers.

    • http://kristihines.com/ Kristi Hines

      Good point Nick! I was focusing more on bumping negative things out of search results for your name, but that is definitely something you should be doing with your social accounts. :)