31 min read
Online reputation statistics change regularly. This guide was last updated May, 2021.
If you’re like many brand management professionals you might lie awake at night wondering when the next emergency will upset your well-laid plans - take for instance COVID-19. We understand. The online reputation management world smolders with tales of tragedy, falls from grace, and salacious rumors that can destroy careers and entire businesses. As with any threat, a little online reputation marketing knowledge can go a long way. These facts and statistics should help.
6 min read
Inluencer marketing has grown from a fringe tactic to a billion-dollar industry. So much so that brands are set to spend up to $15 billion on influencer marketing by 2022.
8 min read
They really are watching you.
Whether you realize it or not, everything you do has an impact on your online reputation. Google is quietly working in the background to compile and rank what is said about you online. This includes reviews on websites like Yelp and TripAdvisor, blog posts, and social media mentions. You can control some of these things, like blog posts made on your own website. But, largely, Google’s judgment and your online reputation are out of your control.
7 min read
Welcome to Reputation Experiment #142
Sometimes you have to get the SEO ball rolling in order to improve search rankings. To get things started, consider a basic link and social media structure. Done correctly, it will attract organic links and shares on it's own without the need to buy links or engage in nefarious activities. While there are many, a classic link building pattern to prime content includes:
11 min read
People will compare your brand with that of your competitors long before they contact you. Sentiment analysis allows you to track the opinions that people are expressing about your brand online, whether they are positive, negative, or neutral. Sentiment monitoring and analysis tools and techniques will give you a solid understanding of the status of your reputation online and help you to target your own content plan to either improve negative sentiment or to reinforce positive sentiment.
9 min read
The best reputation management firms use some degree of influencer outreach to promote a positive online image for their clients. They're working to change the narrative about a person or brand, so third-party affirmation and brand amplification is important to reinforce brand messaging.
In its best form, influencer marketing is a mutually beneficial relationship: companies leverage influencers in order to get more people talking about specific aspects of a brand or person, and influencers get compensated for their efforts in the form of promotion and compensation from brands.
Before you rush out to find influencers, ask yourself this question. Who are the ideal, or right, influencers are for your company? If you’ve ever asked yourself this question (and if you haven’t, you should), you probably have an idea of why a particular influencer is a great fit. Perhaps they have a large following in an industry you’re trying to reach, they have expertise in a field that’s crucial to your business, or they have a personal story that will help attract your target market.
Remember that it's usually more productive to start with small- and medium-sized influencers, who may be more receptive than larger influencers because they are easier to reach. It's also easier to get something published or featured on their site, which can help your message get in front of a larger audience.
Once you've decided which type of influencers you'd like to work with, it's time to start the search. Here are a few methods to find influencers online.