The question was posed to me, what is Reputation Management, and as a marketer should I be concerned about it? Here is Wikipedia’s official explanation:
Reputation management is the process of tracking an entity’s actions and other entities’ opinions about those actions; reporting on those actions and opinions; and reacting to that report creating a feedback loop. All entities involved are generally people, but that need not always be the case. Other examples of entities include animals, businesses, or even locations or materials. The tracking and reporting may range from word-of-mouth to statistical analysis of thousands of data points.
Historically marketers have used Reputation Management to monitor negative sentiment in Social Media channels by creating and optimizing content around keywords that would move negative sentiment off of page one in Google. Smart- right? It also allows the company to address that same negative sentiment and document a case study of success. Make the naysayer happy! Good stuff and smart as well.
That was the past, today Reputation Management is a must for any brand swimming in Social Media channels. Here is why! I have tried to tag and #hastag alot of keywords I am interested in being found for. Sure enough, some of the organic keyword traffic this blog is receiving comes from social channels, as well as those tagged keywords from Google. I don’t link build, so that direct Google traffic (attached to a specific keyword) is a direct byproduct of tagging my content and Google finding the correlation to my Social reputation.
Since Google started indexing tweets, I have seen Twitter pages and even individual tweets I have posted start appearing within Google search results. Same with ReTweets (RT) of me, or of my valued Twitter peeps! The result has been more referral traffic and the direct connecting of the dots to SEO.
What I outlined above is a way you can show ROI in relation to Social Media. If you are not engaging socially, you might want to reconsider. Social Media now has a direct quantifiable relationship to SEO with a pivot point named Reputation Management.
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