Your marketing department orchestrate your short term campaigns to get customers through the door, your SEO company gets you ranking for all your main key terms for web visibility and your PR company make sure that the world sees your business in a positive light. They all have their own functions and none of their duties cross over… or do they?
Companies have found themselves in hot water with social media before. It is one thing making yourself aware of what is being said but do you then take part in the conversation?
Some PR companies may shy away from online reputation management, claiming that if you use an SEO or Online Marketing Agency then this is work that should be covered by them. However, PR professionals get to the level at which they do by creating, building and maintaining relationships – but these are skills that your SEO company need when working on your online reputation.
Forewarned is always forearmed, so here are a few things you can do to find out what people are saying about your brand before you and your PR company devise a strategy to improve your online reputation.
- Sign up for Google Alerts. Don’t just include your company name, set up alerts for the names of your big cheeses too.
- Use online reputation management tools such as Social Mention which offers a ratio of positive to negative comments.
- Do your own manual Google searches for negative reviews or mentions. Try typing in “[company name] is s***” (or whichever expletives you prefer) or “I hate [company name]” It isn’t a pleasant exercise but you will learn about the grievances complainers have regardless of whether justified or not.
- After the BP oil spill in 2010, a spoof Twitter account emerged called BPGlobalPR. We may suggest that your company selects a few social media user names that your company might reasonably use and make them unavailable to others.
At JPR Marketing, we offer our clients web design/development, SEO, PR and Copywriting services. As we can offer all of these services, there is no chance of being in the middle of squabbling agencies who may not want the responsibility of maintaining your reputation online.