Online reputation management
Digital media has enormous power to both create and destroy reputations. Negative articles, blogs or websites have an unpleasant habit of appearing on page one of a Google search if online reputation is not actively managed. Given that stakeholders turn to Google as their first port of call when researching an organisation, brand, product, service or person, this poses a major reputational challenge. Whereas the description of today’s press coverage as “tomorrow’s fish and chip paper” provided comfort ten years ago, today, what goes on to the Internet usually stays on the Internet.
As a consequence, the ability to manage an organisation’s on-line reputation is essential. This means having the ability to monitor what is being said about your organisation online, identify threats before they explode, and utilising the speed and reach of digital media to connect with stakeholders when you are dealing with a live issue or incident. It also means using online reputation management techniques to provide a more balanced view of your company or brand when it is entered as a Google search term.
Insignia can help prevent and successfully manage issues and incidents that threaten to harm an organisation’s good name. The key is the combination of traditional reputation management insights and expertise to develop an effective communication strategy, and the application of the latest online reputation management tools and techniques to get the message through.
Any organisation failing to actively monitor and manage its reputation online, or without pre-prepared online channels to communicate during a crisis, is taking a serious risk in the digital age.
Online reputation management services include:
- Online reputation management strategy development
- Online monitoring to track what is being said about an organisation in cyberspace and provide early warning of potential problems
- Creation of communication channels to be used in the event of a crisis: examples include crisis management “dark sites” and blogs to respond quickly, clearly and effectively to emerging issues and incidents, Twitter accounts and Facebook pages
- Search engine optimisation to redress negative results generated by a Google search
- Creation of content – latest information, briefing papers, articles, news releases, podcasts, blogs - for online media
- Training workshops on effective use of online reputation management techniques
The internet has the power to spark and spread a crisis: but used effectively, digital tools have enormous potential to help organisations prevent and manage them too. Insignia can show you how.
Case Study
When a negative national newspaper article appeared in 2006, it brought weeks of stress, hard work and soul-searching for this online service provider. Whilst they believed that the coverage was unfair, they decided that their best response was dignified silence. With the coverage behind them, the business continued to thrive until 2008 when the same national newspaper enhanced its website by allowing readers to post comments about its articles. A handful of readers took the opportunity to add their views to the old article about the online service provider: as a consequence, “tomorrow’s fish and chip paper” suddenly became today’s number three entry on page one of a Google search. The company knew it had to act, and engaged Insignia to redress the balance and communicate a more accurate online reputation. With online news releases, two new blogs, online articles, directory entries, search engine optimisation and comprehensive use of social media, a more balanced picture of the company was created.
Issues management Communicating through corporate change Communication and media training Online reputation management