M ARY L OU R OBERTS April 2009 REPUTATION MONITORING AND MANAGEMENT

M ARY L OU R OBERTS April 2009 Reputation Monitoring and Managment People Are Talking About Your Brand! Do You Know What They Are Saying??? Do You Have A Plan For Listening? For Responding?

M ARY L OU R OBERTS April 2009 PART OF THE PUBLIC RELATIONS FUNCTION? Offline Techniques Including – Press Releases – Placement of Content/Features The Web Has Added – Press Releases Optimized for Search – Reputation Management

M ARY L OU R OBERTS April 2009 OPTIMIZE PRESS RELEASES FOR SEARCH Select Most Important Keyword – Place In Headline, Subhead, Body (3 times or more) Include Complete Website URL ( Use Generic Product Name Post On Website as Separate Page Send To Distribution Services Tag Entries – Keywords, Categories Can Also Use an Online Distribution Service Optimizing Press Releases to Show Up in Search Engines

M ARY L OU R OBERTS April 2009 OVERLAP – STRATEGY AND MONITORING

M ARY L OU R OBERTS April 2009 MONITORING FOR REPUTATION MANAGEMENT

M ARY L OU R OBERTS April 2009 ONE VIEW OF THE SOCIAL WEB

M ARY L OU R OBERTS April 2009 GOOGLE ALERTS—’TRADITIONAL WEB’

M ARY L OU R OBERTS April 2009 SERVICES ARE SPRINGING UP

M ARY L OU R OBERTS April 2009 FREE MONITORING TOOLS Have To Configure Properly See URL for More Tools, Posts on How to Use

M ARY L OU R OBERTS April 2009 NOTE THE INTERACTIVE, CONTEXTUAL AD

M ARY L OU R OBERTS April 2009 NEXT STEP—PAID TOOLS? Now, build your Topic Analysis widget using a selection of keywords, or choose to graph and display results from your entire topic profile... You can also sort your Topic Analysis results by eight different conversation metrics that demonstrate the discussion and engagement around your topic or keywords including: number of posts comment count view count vote count Twitter followers on topic inbound links total inbound links number of unique sources

M ARY L OU R OBERTS April 2009 CONSULTING/ SERVICES FIRMS

M ARY L OU R OBERTS April 2009 DIY YOUR OWN DASHBOARD?

M ARY L OU R OBERTS April 2009 A ROBERTS RULE Don’t Pay for Tools Until You’ve Got Free Ones Working— And Can PROVE That Your Programs and the Metrics They Produce ARE INFLUENCING DECISIONS (Marketing and Corporate)

M ARY L OU R OBERTS April 2009 MORE RELIABLE TO TRACK INDIVIDUAL PLATFORMS?

M ARY L OU R OBERTS April 2009 TWITTER AS AN EXAMPLE Updated Post Less Recent But Has 140 Tools

M ARY L OU R OBERTS April 2009 ANOTHER ROBERTS RULE If You Are Using Multiple Tools, You Are Soon Going To Require Some Aggregation/Filtering Tools Free, Paid or DIY

M ARY L OU R OBERTS April 2009 DANGERS TO AVOID

M ARY L OU R OBERTS April 2009 ‘BLACK HAT’ REPUTATION MONITORING In Social Media False Ads, False Profiles, False Statements, Misleading URLs, ‘Flogs,’ Pay to Post, Other??? – Overlap With Black Hat Search Attempt To Trick Search Engines – Can Result in Banning – Hiding Keywords with White-on-White Text – Create Irrelevant Pages Just for the Spiders – Misuse of Meta Tags All Search Engines Have Webmaster Pages There Will Always Be Gray Techniques

M ARY L OU R OBERTS April

M ARY L OU R OBERTS April 2009 WHERE DOES MARKETING STOP AND PR START? (Or Vice Versa, Depending on Your Perspective)

M ARY L OU R OBERTS April 2009 BRAND REPUTATION MANAGEMENT CRITICAL Can’t Afford To Be The Ostrich!! Must Do It Both Effectively and Efficiently!!!!