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Online Reputation Management For Dummies

Book Description

More important than ever--how to manage your online reputation

In today's social world, managing your online reputation is more critical than ever, whether it's your company brand or yourself as a brand, and one thing is certain: everyone needs a plan. This essential book shows you how to set up a system that works every day, helps forward your brand's online goals, and is able to deal with negative chatter. Covering everyday listening and messaging as well as reputation management for special events or crises, this book walks you through step-by-step instructions and tips that will help you build and maintain a positive online presence.

  • Shows you how to create a solid, productive online reputation management system

  • Helps you achieve your brand's goals and be ready to deal with negative chatter or crises

  • Explains how to set up an online reputation management and response team

  • Covers how to identify and incorporate both everyday and crisis SEO keywords

  • Explores reputation creation through listening, messages, images, video, and other media

  • Helps you handle crises with social media, bloggers, and other influencers, and respond immediately

Online Reputation Management For Dummies gives you the tools you need to maintain the online reputation you want.

Note: The ebook version does not provide access to the companion files.

Table of Contents

  1. Cover
  2. Table of Contents
  3. Title Page
  4. Introduction
    1. About This Book
    2. Conventions Used in This Book
    3. Foolish Assumptions
    4. How This Book Is Organized
    5. Icons Used in This Book
    6. Where to Go from Here
  5. Part I: Getting Started with Online Reputation Management
    1. Chapter 1: Understanding Online Reputation Management
      1. What Is Online Reputation Management?
      2. Monitoring with Aggregators
      3. Using Analytics
      4. Tracking Your Trends via Social Media Measurement Tools
      5. Taking Advantage of Memes
      6. Qualifying Different Approaches
    2. Chapter 2: Determining Your Online Reputation Management Approach
      1. Assessing Your Needs
      2. Building Your Stable Foundation
      3. Securing Your Brand’s Accounts
  6. Part II: Organizing Your Teams
    1. Chapter 3: Creating Your Everyday Team
      1. Organizing Your Team
      2. Creating an Easy-to-Follow System for Your Team
      3. Recruiting Your Team
      4. Looking to In-house Geeks for Support
      5. Motivating Your Team
    2. Chapter 4: Recruiting Professionals for Your Crisis Team
      1. Creating Your Crisis Response Team
      2. Evaluating Impact and Credibility
      3. Creating Your Employee Online Reputation Policy
      4. Creating Your Crisis Response System
  7. Part III: Listening Is Love
    1. Chapter 5: Choosing Your Best Monitoring Tools
      1. Monitoring Matters
      2. Introducing the Tools
    2. Chapter 6: Researching Your SEO Keywords
      1. Defining Social SEO
      2. Improving Your SEO and Why It’s Important
      3. Building a Solid SEO Foundation for Your Site
      4. Assessing Your Competition
      5. Researching Your SEO Keywords
      6. Incorporating Your Keywords
      7. Taking Advantage of Trends
    3. Chapter 7: Setting Up Your Listening Tools
      1. Creating Your Google Alerts
      2. Setting Up Your Google Analytics
      3. Saying Hello to HootSuite
      4. Introducing Yahoo! Pipes
  8. Part IV: Establishing Your Reputation
    1. Chapter 8: Engaging Easily via Social Media
      1. Developing Your Brand’s Voice
      2. Identifying Your Audiences
      3. Empowering Your Social Media Team and Employees
      4. Customizing Your Strategy for Mobile Users
    2. Chapter 9: Claiming Your Brand Online
      1. Establishing Your Brand Online
      2. Using the New Media Shift to Your Advantage
      3. Being Seen in All the Right Places
    3. Chapter 10: Creating Great Messages
      1. Balancing Meaning with Buzz
      2. Adapting Your Message
      3. Organizing Your Team’s Approach
      4. Keeping It Fresh
      5. Maintaining a Sense of Humor
    4. Chapter 11: Tapping In to Focused Interest Groups
      1. Defining Influence Online
      2. Considering Individual Influencers
      3. Checking out Community Groups
      4. Review Sites
    5. Chapter 12: Writing Your Way to the Top
      1. Infusing Your Content with SEO Keywords
      2. Capturing Attention with Catchy Titles
      3. Priming Your Audience’s Anticipation
      4. Weekly Schedules for Blogs
      5. Periodic Schedules for E-Books
      6. Fanning the Flames of Positive Engagement
      7. Jump-Starting Your Blog
    6. Chapter 13: Using Visuals to Spread Your Message
      1. Working with Infographics
      2. Improving Your Images
      3. Sharing Your Images on Social Networks
      4. Concocting Viral Videos
    7. Chapter 14: Discovering and Inspiring Brand Evangelists
      1. Understanding Your Brand Evangelists
      2. Discovering Them Online
      3. Recognizing True Influence
      4. Rating Influence
      5. Deepening Your Relationships
  9. Part V: Responding to Crisis
    1. Chapter 15: Managing Escalating Issues
      1. Assessing Your Situation
      2. Learning More About Your Commenters
      3. Deciding What To Do
      4. Responding Effectively
    2. Chapter 16: Managing a Crisis
      1. Understanding What Fuels the Fire
      2. Crafting Your Strategy
      3. Communicating with Your Audience
      4. Perception Is Reality
      5. Responding Effectively
      6. Rewarding Your Team
    3. Chapter 17: Promoting Goodwill
      1. Making Personal Connections
      2. Staging Delightful Surprises
      3. Creating Interactive Fun and Games
      4. Doing Good in the World
      5. Juicing Lemons into Lemonade
  10. Part VI: The Part of Tens
    1. Chapter 18: Ten Online Reputation Tips for Special Events
      1. Getting Ready for the Big Event
      2. Sponsor Weekly Twitter Chats before the Event
      3. Get Prominent Speakers to Feature Promo Videos
      4. Contact Industry Leaders Well in Advance
      5. Include Teasers and Early Bird Benefits
      6. Offer Incentives to People Who Spread the Word
      7. Host Select Live Portions for Free on Your Site
      8. Use foursquare to Create a Place for Check-Ins
      9. Prominently Display All Tweets with Your Event Hashtag
      10. Feature and Link to Shared Pictures from the Event
      11. Bonus Tip: Create a Narrative on Storify
    2. Chapter 19: Ten Ways to Faceplant Your Online Reputation
      1. Denying Issues
      2. Deleting Comments
      3. Allowing Issues to Flame
      4. Being a Twit
      5. Responding in a Rude, Angry, or Impatient Way
      6. Getting Your Wires Crossed
      7. Failing to Learn from Others’ Mistakes
      8. Ignoring Potential Online Influence
      9. Publishing Lies, Damn Lies, and Statistics
      10. Forgetting to Do Your Homework
    3. Chapter 20: Ten Ways to Create Happy Fans
      1. Sending a Clear Message
      2. Keeping Your Words Tender and Sweet
      3. Giving Freely
      4. Maintaining Authenticity
      5. Visualizing Your Ideal Fan
      6. Staying Focused on Your Strategy
      7. Qualifying Your Representatives
      8. Blogging Like a 5-Star Restaurant
      9. Connecting as a Friend
      10. Telling Your Story
  11. Cheat Sheet