Reputation Management

by Phil Buckley on November 18, 2010

in Social Media

Last session of the day, and one of my favorite subjects – Reputation management.

Oh snap! I just remembered I have a giant milk chocolate bar in my backpack! This session just got even better.

Good panel here, Andy Beal from trackur, Dallas Lawrence and Kevin Newsome from Yelp.

First up is Dallas. He talks about the United Airlines story that was an old bankruptcy story that caused their stock to plummet 90% in an hour! An accidetal crisis, but a crisis none the less.

3 Types of problems:

  1. Accidental
  2. Organized

75% of online users receive news forwarded via email or social media

50% search for news within their social networks

If you’re wonder if social media matter, stop wondering, 2/3 of people online visit social sites. Yeah, it matters.

Don’t forget about “poor little YouTube”. Some bozo with a flip cam can attack while your corporate team huddles for a week trying to figure out what to do.

Plan for a crisis if at all possible. If you know bad news is coming, prepare for every outcome. Then no matter what happens you have a well thought out response.

Political advocacy groups are all over the social media platforms to educate and drive action. Dallas brings up the Greenpeace vs Nestle Kit Kat video. Gross and graphic video that shows someone eating a chocolate covered orangoutang finger.

Politicians have figured out that Twitter is now seen as just one more way of communicating. While old-school politicians rush to the tv reporters, some break news via twitter before the other ever reach the microphones.

Andy Beal decides to present in TV Info-mercial style

Step 1: What is your goal? If you can’t state a goal, you’ll probably miss.

Step 2: What are your assets? You can only do what you can do.

Step 3: Reputations. What is your current reputation and any of the things or people that can affect yours.

Step 4: What does Google think of you/your brand

Step 5: SEO. Pronouns are not your friend.

Step 6: Press Center. It’s smart to have a place where YOU craft the message.

Step 7: Delicious. Set up a delicious acct that only keeps nice stories about your company. Take that RSS feed and plug it into your Press Center.

Step 8: Social Media Guidelines. Not handbook, just give guidelines and trust your employees.

Step 9: Registration. Try to get your business name on as many social media platforms as you can. If you’re confused, use

Step 10: Know your audience. Where do your customers hang out online? Where will complaints stem from?

Step 11: There’s a free version of Trackur <– nice plug Andy.

Step 12: Clean up. What do you do when you’re getting whacked.

  • Be sincere and apologize
  • Be transparent – not talking = FAIL
  • Consistent – fix problems so they stop happening.

Last speaker in the last session during the last day of the Internet Summit is Kevin Newsum.

This one looks like it will be Yelp-centric. Yelp is adding about a million reviews every month, and restaurants are only about 1/3 of those.

So what can you do to keep your Yelp reputation in good shape?


Add information and keeping your data up to date makes a big difference.

If you are a business, unlocking your place on Yelp gives you some added benefits.

{ 3 comments… read them below or add one }

Andy Beal November 18, 2010 at 7:38 pm

Hi Phil, thanks for picking our session and for taking great notes!



Caroline Silver November 19, 2010 at 11:21 am

Wish I could have seen this one. Thanks for the recap!


Brian McDonald November 21, 2010 at 10:13 am

Thanks for live blogging. You did not say anything about the fantastic MC though! ;)


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