How to Rate a Company’s Reputation

If you could have a “Nielsen’s Rating” of reputation, what would it look like? Well, the Harris Poll, owned by Nielsen, has the answer in the form of the Harris Poll Reputation Quotient. This is a yearly poll that gauges the reputations of the largest, well-known companies in the U.S.

Here are the six dimensions they measure: products and services, financial performance, vision and leadership, workplace environment, social responsibility, and emotional appeal. The goal is to help corporate leaders manage their company’s reputation among the general public. But the Harris Poll also publishes the list of the top 100 companies, so you and I can see how they rank.

For example, the top five companies with the best reputations for 2016 are Amazon, Apple, Google, USAA, and The Walt Disney Company. At the bottom of the list was Volkswagen Group, due to the recent scandal involving emissions tests. Comcast came in at a sorry 97 because, well, it’s Comcast.

Now, it’s likely that you’re not a multi-billion dollar company with thousands of employees. So should you care about the Harris Poll Reputation Quotient? Sure, the things they measure can be important when you’re in the public eye. But Acme Car Repair in Any City, USA is not going to show up on Harris Poll’s list of reputation rankings.

It’s just a fact that, if you’re not a well-known company, brand, or celebrity, you’re not likely to have any kind of reputation among the general public. Your customers know you, your suppliers may know you, and a few journalists who cover your industry or area of expertise might also be aware of your existence. But outside of that circle, you just don’t register on anyone’s radar.

And that’s where your online reputation comes in. Because, if someone doesn’t know much about you, they’re going to Google you.

When we talk about online reputation management, we’re not talking about the kinds of things that the Harris Poll looks at. We care about what someone finds when they do search on you or your company. That’s the point where your prospects begin to gain a sense of what your reputation is, mostly by seeing what other people say about you online. And since this could be the first exposure they have to your company, it had better be a good impression.

Curiously, one of the things the Harris Poll evaluates is someone’s “willingness to say something positive, and intent to purchase or recommend your products and services.” But you can easily find that yourself. Just look at the first couple of pages of Google search results and see what people actually say about you. No need to poll them about their intentions. The good, the bad, and the ugly of their recommendations is all right there for you — and everyone else — to see.

So a simple way to rate your reputation is by looking at the number of positive search results on the first page of Google. You’ll get a number like 6 out of 10 positive, or 9 out of 10. The higher the better. You can give it a fancy name like Search Results Online Reputation Quotient, but it comes down to the same thing. Managing your online reputation is then a matter of getting more positive results to show up above the negative results. That can be a challenge, but that’s what we’re here to help you with.

Is the SEO Tail Wagging the Content Dog?

Also posted to Bulldog Reporter: https://www.bulldogreporter.com/is-seos-tail-wagging-the-content-dog/

Much of what we do for Online Reputation Management involves getting pages to show up on the first page of Google search results. That in turn means a lot of search engine optimization (SEO) on the web pages that we want to rank higher. Sometimes, however, it seems we get so focused on ranking in Google that the idea of people actually reading the pages becomes secondary. Local Viking is a Google My Business Management and Posting software developed to help you get the customers interested. Here is a personal blog for the best online seo marketing stratergies.

So, is the tail wagging the dog? In other words, have search results become more important than the human-readable content itself? Well, yes and no. To overcome this problem web 20 ranker wholesale SEO has taken its place. With best SEO hosting techniques the main website gets higher ranker and people come to know about it while they search the related niche on search engines. This way people get to know about the website and want to buy the desired products. SEO Web hosting has served as a marketing media in the following scenario. Web hosting SEO is a special kind of web hosting aimed to satisfy the need of SEO experts and webmasters who want to stay at the top of any competition. In other words it usually refers to multiple Class C IP hosting, which is known to be the most effective techniques of SEO hosting so far.

Granted, if you’re a company that sells anything, you still want to provide your customers and prospects with online content that they’ll find helpful, and which will ultimately lead to a sale. But if they don’t find you online, or if your online reputation suffers by having too many negative reviews in the first page of the search results, it may not matter how great your website content is. Your prospects will end up going to a competitor.

Still there are other things you should consider if you sell online. Does your site need ecommerce integration? Is your existing ecommerce platform good enough?

As an online reputation management specialist from the best seo company melbourne has, my job is to make sure that most of the first page search results for your brand, company, or personal name show you in a good light. That may mean writing press releases or articles, creating websites, or optimizing web pages to show up higher in the search results page. And yes, we want it to be good, readable content. But the main goal is to help the page rank higher.

Of course, the days of keyword stuffing are long gone. Google caught on to that years ago. It’s now considered a “black hat” tactic and isn’t effective. You can’t just cram a bunch of gobbledygook onto a page, or hide a ton of keywords in invisible text, and expect Google to blindly think it’s relevant to a searcher. On the other hand, the writing doesn’t have to be of the highest literary quality. There’s a lot of poorly-written junk out there that ranks well, at least for now.

But that can change, because computers are getting smarter. IBM has created machines that beat a chess master and won at Jeopardy. More recently, Google’s AlphaGo won four out of five games against a champion player of Go, an ancient Chinese board game with simple rules but very complex strategy. That was seen as a huge breakthrough in the development of artificial intelligence about which you can find in-depth knowledge with quotes on https://www.salesforce.com/blog/2019/04/ai-quotes.html.

Couple this with advances in natural language processing, and we’re now rapidly approaching the point where Google will read, understand, and qualify web pages as well as any human can. That means their computers will easily see through any attempts at gaming the algorithms. In fact, their machines will be better than people at gauging the relevancy of web pages in searches. Not only can they look at the content itself, but they have tons of other data about the page, including how many inbound links the page has and how many people have already clicked on the search result. Visit https://stellarseo.com/services/blogger-outreach-service/ for link building service that can generate referral traffic.

One prediction is that we’ll no longer see the occasional release of some disruptive new set of Google algorithms for ranking pages in search results. Rather, Google’s DeepMind team — the ones who brought you AlphaGo — will create an artificial intelligence that will continually learn on its own what is relevant to human searches, and will adjust page rankings accordingly.

Where does this leave us? As always, content is king. So until the machines completely take over, we just have to do our best at continuing to create well-written, informative pages that are relevant and which other highly-ranked websites will want to link to.

How to Manage Your Reputation in a Crisis

Most companies look for online reputation management services because they’ve been hit with negative reviews or comments on hate sites. But what should you do about a full-on crisis, where a major incident has happened related to your company and it’s now all over the press?

First, this is something your PR department and upper management should be prepared for, and a lot of large companies already have plans in place for such a contingency. However, smaller companies can be taken unawares if they’ve never experienced a crisis. They’ve been too busy focusing on growth and serving their customers to think about the unthinkable.

Then it happens. A report on tainted products comes out, or a major accident occurs, or there’s a shooting at one of their facilities, or an executive is under investigation for fraud. And before all the facts come out, the online world is abuzz with speculation, accusations, and fabricated stories. Needless to say, that can cast a cloud over one’s online reputation.

Of course, the worst thing you can do is deny everything and hope the problem will go away. You have to meet it head on and let your customers and the rest of the world know that you’re on top of things. Responding quickly and taking responsibility will go a long way towards deterring speculation, though it won’t stop people who just want to say bad things about you no matter what.

Working with the press and being honest will tend to show your company in a better light than refusing to comment. In any news story that comes up in a search, it’s better to have your side presented than to leave it to the reporter to make something up. People can be quite forgiving if you accept responsibility and tell them the truth. But attempting a cover up will only make it worse.

While the crisis is in full swing, you will probably want to publish press releases with every new development. Press releases usually rank well in Google searches, and they’ll provide a record of events as they unfold, offering readers a chance to see how you responded.

Eventually, one hopes, the problem will be handled, the crisis will blow over, and the press will move on to something else. But the stories and comments will stay online forever. As always, the ultimate goal for managing your online reputation is to make sure that searches related to your company show more positive results than negative ones.

And that’s where we get back to our regularly scheduled program of providing positive content about your company, getting it to rank higher in searches, and pushing the negative content off the first page of search results.

Online Reputation Management Services article in Forbes

Don’t Comment Back: 3 Steps to Managing Your Online Reputation

“So, I Googled myself and read the comments section, thinking I could get some tidbits of what people really think of me. No human being should ever read the comments sections or ever Google one’s self at any time.” - Sandra Bullock

Just like Bullock, many CEOs are often taken aback when they Google their own name or the name of the company they lead. What they find isn’t always flattering. It could be hostile and mean. It might not even be true. But there is it for the world to read. What they read could cost you in lost business or damage your brand’s reputation. For PR guidance and information visit https://lobeline.com/public-relations-for-celebrities-entertainers/.

However, there are things you can do to manage your online reputation so you are not at the mercy of your company’s critics. Start by following these three steps:

Step No. 1: Accept the fact of online reviews.
Short of outright slander or libel by the reviewers online, people can say just about anything they want. You really don’t have much legal recourse to make the negative postings go away. People have a right to complain, and online it’s easy for unhappy customers to vent their frustrations and share their opinions with the whole world.

When you see a negative review about your company the instinctive reaction is to post a response to set the record straight. While it’s natural to want to respond and defend yourself, under most cases you should resist.

One way a search engine rank websites high is because it determines the site has relevant content that is fresh, or updated on a regular basis.When you post a comment on a website, you are adding new content. And if you get into a back-and-forth discussion with someone on a review website about your company it can hurt you.

Google will see the website has a lot of information about the company, so they will rank the website high for searches on their company name. When someone does a search on your company, they are even more likely to see the negative review. Your goal is the opposite—you want websites with negative comments to slip further down the Google rankings so they don’t appear on the first page or two of a search. The next two steps help you with that.

Step No. 2: Focus on getting positive content.
A major part of online reputation management is trying to push the negative websites off of the first page or two of a Google search. You can do this by posting positive content and getting those pages to rank higher than the negative websites.

Your marketing or PR department needs to make online reputation management part of their job. They should always be looking for, gathering or creating positive content that can be used to continually update your websites. Don’t put everything onto one corporate website. Instead, set up different websites for different purposes. Or, get interviews or articles about your company on highly respected websites. Social media sites usually rank highly for your company name so make sure to register your company name on all of the major sites.

Step No. 3: Push positive websites higher.
In the online world, your reputation is all about who owns the top-ranking results in a search for your company name. You want those results to be your websites—or at least be shared only with websites that have good things to say about you.

If you can do that, then the negative websites will be pushed off the first page of a Google search. And since very few people look past the first page of a search, those negative websites may as well not exist.

The best way to accomplish this is with search engine optimization to push the positive websites higher. Carefully review your websites’ content and the meta title tags to be sure they contain your company name. The magic of ranking higher in Google is relevant content and gathering a links from other websites that point to your websites.

While it’s not easy to get all of the positive websites to rank higher than the negative websites, it’s worth the effort. Online reputation management is not always easy and it can take many months of steady effort to achieve. Still, consider the alternative of letting complaints and negative reviews dominate the search results and destroy your online reputation.

If you choose to hire an agency or consultant, ask them to show you success they’ve had with other clients. This can be simple such as a before and after screenshot of Google results showing they have made a positive impact.

Of course, there are more details to managing your online reputation than this, but the above steps give you the basic outline of what you need to do. Just keep in mind that your company’s online reputation is one of the most important factors in determining its success.

How Google Authorship Markup can build your Reputation as a Thought Leader

If you want to take your reputation from good to great, becoming known as a thought leader is a powerful way to do it. In addition to championing progress and innovation in their fields, thought leaders constantly create new content, especially online, that not only demonstrates their expertise but also shares valuable cutting-edge insight about their industry.

Google Authorship markup is currently one of the best ways to develop your position as an expert and thought leader. By verifying you as the author of your content and making it easy for your audience to access everything you publish, Authorship markup gives you an instant credibility boost and provides a platform for your thought leadership.

There are 3 ways using Google Authorship markup helps you build your reputation as a thought leader:

  1. Verifies you as the author

  2. Links together all your online content

  3. Improves your visibility online

Verified Author Status

Being recognized as the author of exceptional content is the first step to becoming a thought leader. After all, if no one realizes that amazing guest article on a high-profile site is yours, does it really do you any good?

Authorship markup connects your name and face to your content. It shows Google that you are willing to put your name on the line for what you create, and it shows searchers that you are an authority in your field. It destroys anonymity online so you can claim your opinions, research, and other content, and all the reactions they inspire.

Linked Content

Once your audience starts recognizing your name, they want easy access to everything you publish so they can stay up-to-date on the most current predictions, trends, research, and innovation in your field.

Authorship markup follows you around the web and links all your content together on your Google+ profile. This way, it doesn’t matter where you published your latest article. Your audience can quickly and easily find it right on your profile. All your content in one place builds your reputation as a thought leader by showing how prolific of a writer you are. The more you write, the more of an expert you must be.

Improved Visibility

Closely related to verified author status, improved visibility helps more people recognize your name and makes you more relevant and credible. Outsourcing your listing management to Web 20 Ranker helps you become more visible by providing a rich snippet search result with your photo, name, and links to your Google+ profile and other content.

These richer listings make you stand out from other search results. The more often your content appears in search, the more your audience will recognize your name, face, and leadership in your field. Richer search results have the added benefit of higher click-through rates, so your content gets more traffic, too.

A verified author profile, linked content, and improved visibility all help you establish your reputation as a thought leader by building trust and conveying authority. Your name, photo, and profile all indicate you are real human being, not some SEO robot, which builds trust. Your follower count and number of +1s on Google+ provide social proof that you are an expert worth following, which builds authority.

And the more exceptional content you publish, the more of a thought leader Authorship helps you become.

Rebuilding Wall Street’s Reputation: 7 Key Factors to Focus On

With the national economy taking its time to recover and plenty of recent financial scandals, Wall Street’s reputation has tanked. If Wall Street, banks, and other financial institutions want to rebuild a solid reputation, they’ll need to focus on the 7 distinct perceptions consumers have about them. By addressing each of these areas, Wall Street bankers and stockbrokers can tackle the problem of a poor reputation from several angles.

The 7 key factors Wall Street must address to rebuild reputation are:

  • citizenship

  • financial performance

  • governance

  • innovation

  • leadership

  • products and services

  • workplace environment

Citizenship

Consumers expect companies they do business with and those who hold a lot of power to show good corporate citizenship and social responsibility. Citizenship in this sense is the idea that businesses like those on Wall Street must be actively compliant with the law, monitor and be accountable for their own actions, and have a positive impact on the environment, employees, customers, stakeholders, and the public at large. /

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Financial Performance

No one wants to buy from, work for, or invest in a company that isn’t financially stable and making a steady profit. You need to find out more and more, constantly verify and ensure your investments are in good hands. Scandals, embezzlement, debt, gambling, poor investments, sour mergers or acquisitions, and other cash-flow problems all reflect a negative financial performance.

Governance

How a company is run can have a big impact on the company’s reputation. Consumers expect a company to be run efficiently, fairly, and responsibly, with strong values and appropriate policies.

Implementing a better system to punish employees involved in scandals and reward those who live up to the company’s values and mission would go a long way to rebuilding Wall Street’s reputation. So would making processes more efficient, policies more fair, and values and mission statements more in line with the other 6 factors.

Innovation

The most successful companies--which, coincidentally, usually have good reputations--evolve and adapt. They are not afraid to update old products and policies, create new ones to match the times, and otherwise innovate in any way they can to perform better and please stakeholders.

Wall Street has stagnated by doing the same things the same way for years. It’s time for them to get creative and change how they play the game to regain trust and rebuild a strong reputation.

Leadership

Thanks to the internet, consumers expect companies to have visible leaders who are experts in their industries and take a stand on important issues of the day. Wall Street executives should strive to be an influence for good and become thought leaders in smart investing, ethical banking and financial policies, and other relevant topics.

Products & Services

Businesses live or die by the strength and value of their offerings. Wall Street institutions must make sure their products and services actually help customers, solve problems, and are appropriately priced.

Workplace Environment

Although this factor mainly affects employees, it makes a difference in a business’s reputation. Consumers expect businesses they frequent to treat their employees well, and an employee’s assessment of the company is more powerful than a random customer.

Rebuilding Wall Street’s reputation will take a lot of work, but these 7 key factors provide the much-needed guidance to get them on the right track.

 

How Executive Reputation Management Builds the Company and Your Personal Brand

If you are a chief executive in your company, managing your online reputation is just as good for your company as it is for your own image. That’s because as a visible leader in the business, your reputation and ideas support and reflect the company’s online profile in addition to building your personal brand explains Shravan Gupta Director of Emaar MGF. There are 4 main ways executive reputation management can help build the company’s good reputation. They’re even more important--and effective--if you’re starting a small business or creating a startup. If you need any Business articles you should visit to cofe winchester website.

Hire Better Talent

Good executive and company reputations work together to help you hire more skilled employees. Both company and executive reputations attract prospective employees by giving them a good indication of:

  • the workplace environment

  • business values, mission, and culture

  • recognized and rewarded behaviors

More importantly, if executives have reputations as industry experts and thought leaders, the business naturally attracts the best employees. They are dedicated to the industry, tend to have more talent, are diligent and hard working, and want to learn from the big names in their field. For best blogs related to online business then check this out.

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Whether you sell a product or service, strong executive reputations help the company generate more leads and sales, indirectly also benefitting the employees reputation in the company's time tracker software. When executives are known for expertise, leadership, and quality, those attributes build and support the reputation of the company overall. With those virtues, the company’s offerings and customer support are more likely to be top-notch, which attracts more customers and clients. You can improve your software development skill by visiting us.

Strong executive and company reputations can also help you

  • justify charging more for your products and services

  • negotiate better mergers and acquisitions

  • resolve employee or customer problems more smoothly

Attract Better Customers and Investors

On top of getting more leads, sales, and revenue, positive executive reputations help the company attract a higher caliber of customers and investors. With strong executive reputation management, business leaders can effectively share the best qualities of their personal reputations with the company reputation, attracting customers and investors who value those qualities. Some of the best personal qualities that attract better customers and investors include:

  • industry expertise

  • high-quality products

  • efficient and fair governance

  • social responsibility policies

  • supporting charities or important causes

And better customers and investors mean more funding and more revenue to grow the business.

Get Better Media Coverage

People connect with other people, not businesses. So an executive’s reputation is ultimately more important in getting media coverage, while more good press builds up both the company profile and the executive’s personal brand. Executives who maintain a positive online reputation attract more reporters and better news stories, and have an easier time getting their press releases and news published.

Executives who become thought leaders take it one step further by increasing the visibility of the company. By regularly publishing expert content with the business name as part of their byline, these executives build the exposure and expertise of their company and their own brand at the same time.

How the Banking Industry can Improve Their Online Reputation

Banks are notorious for having bad reputations, and things have only gotten worse during the recent economic downturn and financial crises. For that check this Finance Blog here. Knowing which factors influence a poor reputation and some specific steps to take can help banks large and small rebuild their good reputations.

A 2012 Study by American Banker concluded that some of the largest banks: Wells Fargo, Citibank and Bank of America have the poorest reputations.

4 Reasons Contributing to Banks’ Poor Reputations

1. Fee Increases During Hard Times

According to CFO.com, banking profitability is down from from about 26% in past years to about 14%. While fee increases support bank profits, in the context of a larger economic downturn they have a strong negative effect on reputation. Both real and proposed new fees and fee increases create a reputational backlash.

2. Lack of Direct Interaction & Communication

According to AmericanBanker.com, direct interaction and exposure to the company’s messaging (including “advertising, marketing, public relations activities or social responsibility efforts”) have huge impacts on a bank’s reputation. A lack of either or both has a large detrimental effect on reputation.

3. Relative Value Mindset

Banks often see reputation as just another way to beat competitors. While reputation can be a major differentiator, building a good one is not a race to the finish line.

4. Recent Scandals

Banks seem to have more scandals than most other businesses. All scandals adversely affect all banks. They prompt customers and investors to pay more attention to bank behavior so even the littlest problem can become a major concern. If scandals lead to criminal indictments against banks, the net effect is even worse because no one wants to do business with a criminal.

5 Ways Banks Can Rebuild a Good Reputation

First, improve communication both externally and internally.

External communication includes:

  • positive brand messaging
  • asking for and responding to feedback from customers and investors
  • showing that your bank is a responsible, trustworthy lender in tough times

Internal communication means:

  • making it clear to employees what kinds of behavior are rewarded or unacceptable
  • talking about the company’s strategy, mission, and values
  • accepting and responding to feedback from employees

Second, focus on consistency.

If you’re communicating one thing but doing the opposite, your reputation will align with your actions. Compensation and reward structures must match your internal communications to employees. Acquisitions, lending policies, customer service, and other actions must align with your external messaging to customers and investors.

Third, work on existing relationships.

Because bank profits are decreasing and other industries are moving into the banking sector, banks cannot afford high customer churn rates anymore. That means it’s important to work on retaining customers and improving their experience and direct interaction with you.

Fourth, live up to expectations.

According to Anthony Johndrow of Reputation Institute (source), customers expect banks “to engage in citizenship, good governance and innovation, along with having solid financial performance and trustworthy products and services.” A bank’s ability to meet those 5 expectations will be reflected in its general reputation.

Fifth, use social media more aggressively.

Because social media promotes both communication and direct interaction, it can be a more powerful positive influence on reputation than other sources. Use it more aggressively to help customers and provide accountability and transparency, this is one of the main reasons why customers love services like Treasury Management Solutions | Atlantic Union Bank.

Travel Industry Online Reputation Management

According to eMarketer, the number of people who research and book a trip online increases dramatically every year, and the trend will only continue. That’s why it is so important for hoteliers, agencies, and other travel marketers to take control of their reputations online.

Start your online reputation management off on the right track with these ideas.

Drive prospects to owned media

The eMarketer report indicates that branded travel websites are the second most common source travelers use when researching and booking travel online. check this out for more informatin about traveling .That means your branded website, blog, and other owned media are the most important resources you have to help customers and influence a positive reputation. Absolute Back Packers helps you a your traveling issue. If you need different blogs for traveling tips Check this page and get more details about traveling.

Use a strong, comprehensive search engine optimization and paid search strategy to drive traffic to the media you own and control. Publish lots of unique, useful content on your website, social channels, and other owned media to help them appear high in search results.

Incorporate ads and reviews

Paid media such as search ads, Facebook ads, and promoted tweets can be the catalyst that introduces travel researchers to your brand and inspires engagement. Use them in conjunction with strong SEO and reviews.

Earned media, especially reviews and positive social mentions, increases your credibility and is the online equivalent of word-of-mouth marketing, making it very powerful. Use the following ideas to generate positive reviews and mentions:

  • ask for reviews on social media
  • host a contest or giveaway with the prize going to a randomly selected reviewer
  • use email to encourage customers to talk about their experience

Use social media aggressively

According to iProspect, the very first thing travel brands should do to control their reputations is claim brand presence on social platforms. The biggest social media--Facebook, Twitter, Google+, TripAdvisor, and various listing sites--are the perfect channels for generating powerful reviews and recommendations and spreading awareness of your brand.

Lots of updated content and the judicious use of ads on all these platforms can make a huge difference to both your bottom line and how you are perceived.

Make your media more visually appealing

Like the food and real estate industries, travel depends on visual elements to perform well. Using beautiful, high-resolution videos, photos, and other multimedia impacts your reputation in a few ways:

1      If you invest the time and money to create appealing visual media, your services are more likely to be high quality as well.

2      Great multimedia are more likely to be shared, increasing your brand’s exposure and creating indirect recommendations.

3      Visual media are easy to publish across many different platforms (e.g., YouTube, Vimeo, Pinterest, Flickr, etc.), making them more likely to show up in a video or image search.

Having an appealing and easy-to-use website makes a big difference, too. It encourages reviews, makes it easy to research and book a trip, and is more likely to show up in search results thanks to better navigation and user experience.

Focus on your customers

Your online reputation directly reflects your reputation in general. Take ownership of your reputation in all its facets by making customer experience as remarkable as possible.

The difference between owned, earned, and paid media in ORM

Online marketers today know the value of owned, paid, and earned media in brand awareness, customer acquisition, and customer retention. But a brand’s online reputation management also depends on these three types of media.

So what are owned, earned, and paid media, and how can you use them to manage your reputation online?

Owned Media in Online Reputation Management

Owned media are channels you control. Your website and blog are the two biggest players in this type of media. However, channels you partially control, such as your social media accounts, can also be considered owned media.

Other types of owned media include:

  • microsites

  • “business card” homepages such as About.me

  • mobile apps and notifications

  • webinars

  • press releases and news

Channels you own and control are an important part of your managing your reputation online. They often do very well in organic search results, and they promote what you want your audience to think and know about you.

Paid Media in Reputation Management Online

Paid media are channels you purchase, such as campaigns on Google AdWords or Bing Ads. Other types of paid media include:

  • Facebook ads

  • A tiktok growth service can give your account the initial kick to quickly get more organic likes.
  • promoted tweets

  • sponsorships

  • banner and other display ads

  • TV and radio spots

  • print advertising with the use of the best brochure templates

Paid media is most often used in marketing and advertising campaigns, but it can also support an online reputation management strategy in two ways.

First, purchased media drives visitors to your owned media, where you have more control over perception and conversation. Second, paid channels act as catalysts to drive more engagement with your brand, and more engagement leads to higher brand awareness and more earned media.

Paid media works best in conjunction with owned and earned media, because, as Mashable notes, many individual channels can be considered all three.

Earned Media in Reputation Management

Earned media is any channel you get by merit. You don’t own it, and you don’t pay for it. Someone else online, such as your customers or partner companies or industry thought leaders, mentions your company, shares your content, or publishes content you created just for their audience.

One major goal of owned and paid media is the opportunity to get earned media, especially by customers, who then become evangelists for your company and products.

A few examples of earned media include:

  • word of mouth

  • reviews and recommendations

  • anything that goes “viral” such as YouTube videos

  • guest blog posts

  • research published on other websites

  • your content being shared (i.e. LinkedIn groups, Facebook, Twitter)

  • your content being rated (i.e. Digg, StumbleUpon)

  • anyone talking about your company (i.e. forums, Q&A sites)

The downsides of earned media are that it can be negative, difficult to measure, and hard to scale. But even negative earned media has a benefit by showing you what processes or products you can improve.

Earned media is the most credible of the three media types, so you definitely want it to appear in search results and other places online to influence your reputation. To ensure searchers see positive earned media, follow these basic steps:

  1. Offer great products and customer experience

  2. Create unique, useful content for both owned (i.e. blog) and earned (i.e. guest blog) media

  3. Spark fresh earned media with paid media and word of mouth

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