RMV Episode 27
Online Reputation Management 2
Welcome to Resort Marketing Vids. I’m your host and resident marketing expert, Michael Grimm, here for the Resort Developers Association to help you navigate the world of online marketing.
Today we’re continuing our three part series covering online reputation management, or ORM. Last week we covered the first area, monitoring and tracking your brand, and any threats to it, online. We showed you the tools necessary to set up early warning systems that alert you the moment something negative about your brand goes online.
This week we’re continuing the series by keeping an eye on the social conversation and teaching you how to analyze that online information.
You see, search engines are dynamic. They’re constantly changing, updating their search algorithms. At the same time, your online presence is changing – as you, and other people, create and publish content that’s relevant to you.
Once you’ve got your early warning system set up, you have to undertake an analysis of keyword rich search engine results. This starts by going to the most popular search engine, “Google†and searching for your resort along with multiple variations of the same. For example, “Your Resort Reviewsâ€, or “Your Resort Complaintsâ€. This will especially help you fish out any negative content present online. As you go through all these results, list all the sites that offer positive information, and all of the sites that offer negative information, while bypassing any neutral, or irrelevant information.
Next, you’ll want to determine what types of sites they are – blog, forum, consumer review, etcetera. Then assign a value to their quality – this should be based on the sites page rank, number of links, and influence. Then sort your list into results you want to move up in the ranks and results you want to move down in the ranks.
Next we want to organize all the sites that you have control over. This includes your corporate site, as well as any sister sites you may have, such as a blog site, partner site, communication site (like press releases or articles), and any social sites.
All of these sites are assets you can use to dominate search engine rankings, positioning the content you want, where you want it.
Join us next week as we dive into the third and final chapter of online reputation management, suppressing negative feedback. I’ll see you later.