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We use Radian6 and Google Alerts at work. I had never heard of Trackur before.
Thanks for this post and sharing your insights.
We see going "green" and environmental stewardship on an almost equal footing with corporate reputation, and quickly becoming one of the strongest currencies among supporters of social justice and corporate responsibility. Our firm has expanded our metrics to include the monitoring of eco-topics, specifcally those discussions which are impressing or angering Web audiences. We call this the
Indeed an Interesting blog! I totally agree with you when you say that social media is "a significant contributor to influence online". In fact, we at EmPower Research (www.empowerresearch.com) have helped many clients in tracking and analyzing user generated media.
According to a recent MarketTools report, 70% of US adults visit blogs, social networks, online communities or other forms of social media. Hence, in my personal opinion, companies can create a great reputation for themselves, if they leverage social media tactically.
Cari
Buzz.io
I think that you are making a strong point that businesses need to pay attention to what others are saying about them, especially when it comes to negative blog posts that are harmful if not responded to correctly and quickly.
We're creating a way to track that at Vibemetrix and track your interaction with bloggers. It's been a lot of hard work but we hope to make it better for companies to see what's going on with their products and reach out to bloggers that are evangelists as well as step into any negative situations that result.
Im currently the CEO of a company called Websites R Us, we do website design and SEO and the very 1st thing we do in SEO is social media!
The takeaway from most ORM discourse is that if you keep a clean bill of record, you mitigate brand assualt. Taking this line of thinking to extreme irrationallity, if someone registers a gripe site (brandXYZsucks.com), then your company probably should have taken its head of the sand sooner.
However, there are always exceptions to the rule, and even the best run companies will have its share of critics. Similar to a title-holder in boxing, everyone wants a shot at exposing your Achilles' heel, and the same applies with those who carry strong brand and repuation currencies. The harshest and savviest critics, more often than not, tend to understand the ease of access that free tools can provide in terms of reaching audiences, and how to mobilize online support.
I've written a few tips that expand on the topic of brand assault in the past that might be of some use, however even if you are successful in tracking newly created URL's or domains, you need to devise an approach that explores the full spectrum.
For instance, while a dot com may still be one of the most attractive choices for those intent on petitioning an anti-brand campaign to Web audiences, the monitoring strategy ought to be comprehensive enough to include along with all the intentionally mispelt domain names, all the free-blogging platforms (i.e. brandXYZ.blogspot.com), Twitter and MySpace urls, spoofed IP's, text/word ad tracking (how else are they going to get people to find them) just to name a few, as the social aspects of the Web can carry just as much steam and generate similar if not greater attention in terms of search rank.
Ultimately, I view this as being part of an overall brand and reputation monitoring strategy, and an equally important aspect of staying on top of new online incidents.
I'm glad you sparked a worthy topic for consideration.
Thanks for the article...it's really insightful and puts a spin on the Online Reputation Management articles I've read recently. It's amazing really that this topic has been of such importance for so long, but it is still taking some of the big brands a long time before they realise they need to partake in the conversation if they want to stop the negative ones.
You mention Dell and Comcast as great case studies for learning from their mistakes...do you have any more information/resources on these cases? I'd be interested to learn all about them.
But the way you've outlined SEO and social media together here is what's really important. As a company in Ireland, the convergence of the two is still new...but we are actively providing social media solutions for all of our SEO clients.
Thanks again,
Emer Lawn
Interactive Return
Dublin Ireland
Yes, the business model is working pretty well.
Excellent article and very timely as I'm addressing this more with our client base. Being pro-active with your brand keeps you from having to be reactive.
Thanks!
Brent
Thank you Lee for a great post and thank you all for the interesting comments. I wanted to add the personal online reputation management aspect to the discussion and hopefully get your feedback re it's link to business ORM. We have developed an ORM tool to help individuals and businesses to promote, manage and control their online reputation in an easy and cost effective manner. our tool's name is www.lookuppage.com and we're serving over 40,000 users of which more them 50% are from the UK. Setting up your own LookupPage is free, and there are additional services such as a private domain name, page visitors statistics and a guaranteed top placement across all leading search engines using PPC for a fee.
We thing our tool is an integral part of any reputation management campaign and welcome all of you to test it - its free!
Cheers, E. Furman