Friday, February 14, 2014

SG Social Media Guru: Online Reputation Management - Google Audit

As social media becomes an increasingly important source for information to guide purchasing decisions, it is important that companies start to pay attention to their online reputations. Failure to do so will result in lost sales as anecdotal evidence suggests that as much as 90% of all buying decisions involve some form of online search.
When performing an online reputation audit, a common mistake that most online reputation managers make is to audit by searching for their company's name. This is a mistake as the majority of potential clients will not be searching for you by name, but by using keyword phrases instead.
The following is a simple DIY version of an online reputation audit which any small and medium business can do.
Step 1. The first step in determining your online reputation is to conduct a Google audit. As mentioned, the starting point would be how people will come across your brand, so Google for the related keyword phrases you are positioning your company for. As you do your audit, list down the list of keywords which you rank on Page 1 for. You can also choose to include those on Page 2 and 3 if you like. However, the more stringent your criteria, the more accurate your audit.
Step 2. Once you have drawn up your list of keyword phrases, the next step is to aggregate the listing to draw out the consistent theme. This theme is then your online reputation/ brand. In some instances, there may be more than one theme. In this case, the aggregation of the themes will be how netizens perceive your company.
To illustrate, we did an online reputation audit of CW Fong & Associates. The following are the results ...
CWFA ranked on Google Page 1 for the following keyword phrases:
 social media consultant singapore
 social media marketing consultant singapore
 social media workshop singapore...
 top social media consultants in singapore
 social media trainer singapore
 media consultant singapore
 crisis communications training singapore
 crisis communications workshop singapore
 reputation management singapore
By aggregating the themes, we assess that CW Fong & Associates online reputation is that of "a leading Singapore-based consultant/ trainer in social media, social media marketing, crisis communications and reputation management."

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