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Take Control of Your
 Reputation Online
Take Control of Your Reputation Online

Getting to know your presenter

         About Chris Abraham             Chris Abraham
  Team Lead, Special
   Project, Reputation.com
  BA, CCAS, American Literature, 1993
 Contact info
  chris.abraham@reputation.com
  cabraham@chrisabraham.com
  LinkedIn.com/in/chrisabraham
  Facebook.com/chrisabraham
  YouTube.com/chrisabraham
  www.chrisabraham.com
  www.chris-abraham.com
About Reputation.com



               Our Mission                           Recent Press Accolades
 We believe that people & businesses
  have the right to control:
     Their online reputations
     Their personal information online
     The impact of the Internet on their lives or
      businesses

 We provide high-touch solutions for:
     Executives
     Public figures
     High-net-worth individuals
     Public/private companies
     Fortune 100 corporations
Intro to ORM
What Exactly is Online Reputation?


      Your online reputation is:
  What shows up in the search results
  What people say about your company on
   Facebook, Twitter, and other social media
   sites
  Any reviews of your company or work
   environment
  Anything published in the mainstream
   press
  Any academic or trade publications           Incredibly easy to find and access
  Any photos or videos tagged with your         this information
   name
                                                No filter: everything is available all
  Public records connected to your business     the time
                                                No statute of limitations: the Web
  You are judged primarily by the first         is forever
   page of search results.
The Importance of Online Reputation

Some key statistics…




 More than 80% of         Reputation risk is the     92% of Internet users
  reputation damage         greatest risk facing        read product reviews
  risks come from a         companies, with as          and 89% of people say
  mismatch between the      much as 75% of a            that reviews influence
  buzz and the reality.     company’s value             their purchasing
  (Digimind)                based on reputation.        decisions. (eTailing
                            (Economist Intelligence     Group)
                            Unit)
How People Search



                                   Key Stats
                     53% of users do not go past the first
                      two results for any given search.
                     89% of users do not go past Page 1
                      for any given search.
                     99% of users do not go past Page 2
                      for any given search.


                     You are judged primarily by the first
                      page of search results.
The Psychology of Search




             How We Search
  People prefer gossip over relevant
   news
  We click on the most interesting-
   looking results
  We usually trust what we read, even
   when we shouldn’t
  Search algorithms can’t fix this
   problem
The Reputation Economy


         Example: Vodafone                      Consumer Generated Art
 The Web gives powerful tools to consumers
  to validate corporate communications
 Online reputation often more important than
  brand.



                                                Parody Websites/Social Media
         “I Hate Vodafone” Forum
ORM Threat
Prominent Online Attacks

      Example: Grover Norquist                       Google p.1 Results
  Blog postings, critical news articles, critical
   wikis & images
  Negative items stay online for years
Propagation of Misinformation

                                              Google p.1 Results




         Example: Whole Foods
  A search for “monsanto” brings up the
   suggestion “whole foods”




  Results strongly suggest Whole Foods was
   bought by or supports Monsanto
  In fact, Whole Foods has been a vocal
   critic of Monsanto for many years
Results Reflect Old News

       Example: D. E. Shaw Group                        Google p.1 Results
  A good reputation requires positive, high-quality
   validations by third parties.
  The D. E. Shaw Group has good control of the
   top few results, but the rest are misleading and
   give a poor impression.




    Outdated news. No mention of D. E.
    Shaw’s recent positive performance.          6–8

    No relevant third-party sites in the first
    page, other than Wikipedia.                  9–10
Online Brand Attacks by Consumers



  Company website                       1



   Attacks on forums and social media   2–7




   Attacks on forums and social media    9
Search Results are not Chronological
Mark Hurd, former HP CEO, Google p.1

                                       Wikipedia (contains criticism)

                                       Company profile


                                       Critical news articles



                                       Positive image results

                                       Attacks by blogger

                                       Third-party profile

                                       Company profile

                                       Critical news article

                                       Third-party profile
Defamatory Attacks by Former
Clients




 Critical blog postings              1–2
   Even if libel is proven, website likely
    to remain online


 Negative reviews                       3
   One-star rating in the results is
    enough to deter most searchers
Mistaken Identity

        E.g. Timothy Thurman Lawyer
   Top 8 results are about Timothy D. Thurman, arrested
    by the FBI for committing mortgage fraud against
    Korean immigrants in Los Angeles
•   Search results include negative reviews, news
    articles, and blog attacks




   Timothy B. Thurman practices law in
    Pittsburg and is unrelated to this issue
   Only about 10% of prospective clients would actually
    get to the bottom of the page before deciding to try a
    different lawyer
Key People Affect
Company’s Reputation



          E.g. Hotel de Paris St Tropez
    The 2011 murder of Claude Dray still appears
     prominently in the search results for one of his
     hotels, l’Hôtel de Paris à St-Tropez
    Thankfully, the news is usually less tragic, but
     widespread online interest in an executive spills
     over into the company’s online reputation
Key People Affect
Company’s Reputation


     E.g. Commercial Estates Group Limited
     Gerard Versteegh has received criticism online for his
      extravagant tastes
     Top of his search results is an inflammatory post on
      CrazyBillionaire.org
     This result ranks on a search for his company too
Inflammatory Google Suggestions

Rumors can have a serious impact on your online reputation




  1      Suggestions pop up because many people are curious about the rumor

   2     High search volume creates a feedback loop: Google thinks this is relevant


   3     New searchers see the inflammatory suggestions, giving criticisms more authority
Litigation Makes Things Worse


                                 Situation Analysis: Overview
                           Judge Amanda Williams sued radio host Ira
                            Glass for libel after his journalistic investigation
                            criticized her approach to drug prosecution.
                           The scandal is the predominant focus of her
                            online reputation.


                          Page 1 of Google results:
                                • Negative search results in red.
                                • Neutral but damaging results in orange.
Judge Williams Litigation: A Closer Look


                                 Analysis: Page 1, Results 1–6



                             1    Mainstream news

                             2    Critical blog

                             3    Further coverage by Ira Glass

                             4    Wikipedia write-up

                             5    Topic on news agregator

                             6    Critical Facebook page
Common Mistakes
Mistake: ORM isn’t SEO
            Example: Com Hem
   One of Sweden’s largest telecom providers
   No amount of SEO spend can fix an ORM issue



         Company website is optimized              1



         Critical websites/forums also optimized   4–5




         Unrelated travel site                     10
Mistake: ORM isn’t SEO


    Company websites are optimized               1–3



     So are the problems with the device         4–5



    As are several unrelated websites            6–8

                 Example: MyStar
    MyStar is the set-top box for Australia’s
     AUSTAR Television
    No amount of SEO spend can fix an ORM issue
Mistake: Relying on Litigation

  Success rates are low (although sometimes litigation is
   appropriate)
  Weigh the pros and cons: litigation can make the
   problem worse


  Example: British Chiropractic Association
  In 2008, the British Chiropractic Association sued science
   writer Simon Singh for criticizing them
  Provoked serious backlash
  Even 4 years later, half of the Page 1 results for
   the BCA are negative portrayals of the case
Mistake: Will-Not-Review Agreements


               Why not?
 Ethically questionable
 You may end up on the “Wall of
  Shame” of healthcare review sites




 Unlikely to hold up in court:
      Coerced agreement
      First Amendment violation
      Alienates patients
      Encourages patients to go
       digging for negative reviews
Mistake: Threatening Litigation


                                              Why not?
                             Most attacks by patients fall under the
                              category of opinion, not considered libel
                             Negative information may be reposted even
                              if successfully taken down
                             Litigation tends to attract a landslide of
                              negative reactions
                             Even if you win, your practice’s reputation
                              may have already been irreparably
                              damaged




                                         Search for “gelareh rahbar dds”
                                         Google p.1 #4, 2 years later
                                         Seen by >50% of potential patients
Mistake: Threatening Litigation


                                              Why not?
                             Most attacks by patients fall under the
                              category of opinion, not considered libel
                             Negative information may be reposted even
                              if successfully taken down
                             Litigation tends to attract a landslide of
                              negative reactions
                             Even if you win, your practice’s reputation
                              may have already been irreparably
                              damaged




                                         Search for “jay pensler md”
                                         Still in top results 2 years later
                                         Seen by his prospective patients
Mistake: Posting Fake Reviews


                   Why not?
 It’s illegal
 Can be detected algorithmically
 Short-term, ineffective solution
 You will get caught up in the review authenticity
  “arms race”
 Review sites and researchers constantly
  refining approaches
 You need to keep buying into fake-review            FTC Guidelines on Fake Reviews
  services forever to one-up them
                                                      http://www.ftc.gov/opa/2009/10/endortest.shtm
 Savvy reviewers can spot fakes and read up to
  10 reviews before making a decision
 If people see a lot of fakes, you risk an online
  backlash
Mistake: Commenting on Attack Blogs/Forums


                                            Why not?
                             Places emphasis on the unwanted
                              content, pushing it higher
                             Search engines will think this content is
                              more important than it is
                             You probably won’t change the
                              patient’s mind
                             Likely to attract additional attacks
                              based on your comments


                                         Search for “edward dove dds”
                                         Google p.1 #3, 1 year later
                                         Seen by >60% of potential patients
Mistake: Head in the Sand


              E.g. Apia Insurance
      APIA Insurance rated top Australian
       provider in 2011
      Yet the #2 search result is a negative
       review profile




              The Web is Forever
   The “news” tab brings up results on APIA
    dating back to 1918
Best Practices
Elements of a Strong Online Reputation:
Creative Social Media

             Win: Volkswagen Planeta Terra Festival Twitter Campaign
    Tickets hidden across São Paulo, with locations
     shown on Google Maps
    Locations only shown when people shared the
     hashtag #foxatplanetaterra
    Became trending topic in Brazil in 2 hours




                             Fail: ASUS “blogger” competition
  Ended up generating online backlash and negative coverage in mainstream press:
Elements of a Strong Online Reputation:
Diverse Online Presence

        Example: Woolworths                    Active on Social Media
 Woolworths is one of Australia’s top              Facebook & Twitter
  consumer brands
 Unified approach across multiple venues


     Control 8/10 on Google p.1




                                            Customer Tributes on YouTube
Elements of a Strong Online Reputation:
Diverse Online Presence

            Example: H&M                         Active on Social Media
 Sweden’s H&M is the 2nd largest global               Facebook & Twitter
  clothing retailer
 Unified approach across multiple venues


 Google p.1 all Positive, Control 6/10


                                            Customers Post Purchases on YouTube
General Principles



1    Prevention is more effective and less expensive than treatment


 2   Aim to control as many of the search results as possible

       Diversity is important: choose several types of sites


 3   Empty search results create vulnerability


 4   Avoid clicking on negative/critical websites, which increases their relevance

        (Almost) never comment on critical blogs or forums
        Avoid communicating with attackers
        Avoid discussing the defamation in online channels


 5   Be proactive with online reviews
Online Reputation: First Steps



 1   Claim www.yourcompany.com and as many useful variations as possible


 2   Fill out profiles on industry listing sites, review sites, social media (Facebook, LinkedIn, Twitter)

     Create new content: start a blog, publish information of relevance to the business, generate
 3   positive press, get involved philanthropically

     Be a part of the conversation: the Web is going to say something about you
 4   whether you like it or not

     Engage in social media, communicate regularly with your stakeholders, respond authentically to
 5   their concerns, share information of value

     Keep tabs on all of the websites connected to your business, especially those you don’t control:
 6   forums, review sites, social media
Building a Good Reputation is Not Easy



1    Actions need to match words


 2   Pay close attention to public sentiment


 3   Proactive online reputation to protect against attacks or misunderstandings


 4   Ongoing, high-quality interaction with stakeholders


 5   Reputation Management for key executives or other prominent figures
Best Practices for Online Reputation Management



                                                       Set up a practice website

                                                 www.yournamedds.com or similar
                                                 Defensively acquire URLs like
                                                  www.yournameddssucks.com



   Create new content

    Start a blog
    Generate positive press
    Get involved philanthropically
    Publish research or other information of
     relevance to your practice
Best Practices for Online Reputation Management


                                                            Engage in social media

                                                       YouTube
                                                       Twitter
                                                       Facebook
                                                       Flickr



   Be proactive with reviews

   Fill out your profile on review sites
   Check new reviews frequently
   Encourage loyal patients to post new reviews
   Use negative reviews to check for any genuine
    issues in your practice
   Link to review sites from your practice website
Best Practices for Online Reputation Management



                                                       Set up a practice website

                                                 www.yournamemd.com or similar
                                                 Defensively acquire URLs like
                                                  www.yournamemdsucks.com



   Create new content

    Start a blog
    Generate positive press
    Get involved philanthropically
    Publish research or other information of
     relevance to your practice
Best Practices for Online Reputation Management


                                                            Engage in social media

                                                       YouTube
                                                       Twitter
                                                       Facebook
                                                       Flickr



   Be proactive with reviews

   Fill out your profile on review sites
   Check new reviews frequently
   Encourage loyal patients to post new reviews
   Use negative reviews to check for any genuine
    issues in your practice
   Link to review sites from your practice website
Do You Have
Any Questions?
We would be happy to help.
Another Opportunity to Keep in Touch

Getting to know your presenter

 Keep Connected to Chris Abraham       Chris Abraham
 Contact Info
  chris.abraham@reputation.com
  cabraham@chrisabraham.com
  LinkedIn.com/in/chrisabraham
  Facebook.com/chrisabraham
  YouTube.com/chrisabraham
  www.chrisabraham.com
  www.chris-abraham.com

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An Online Reputation Management (ORM) Primer and Howto

  • 1. Take Control of Your Reputation Online
  • 2. Take Control of Your Reputation Online Getting to know your presenter About Chris Abraham Chris Abraham  Team Lead, Special Project, Reputation.com  BA, CCAS, American Literature, 1993 Contact info  chris.abraham@reputation.com  cabraham@chrisabraham.com  LinkedIn.com/in/chrisabraham  Facebook.com/chrisabraham  YouTube.com/chrisabraham  www.chrisabraham.com  www.chris-abraham.com
  • 3. About Reputation.com Our Mission Recent Press Accolades  We believe that people & businesses have the right to control:  Their online reputations  Their personal information online  The impact of the Internet on their lives or businesses  We provide high-touch solutions for:  Executives  Public figures  High-net-worth individuals  Public/private companies  Fortune 100 corporations
  • 5. What Exactly is Online Reputation? Your online reputation is:  What shows up in the search results  What people say about your company on Facebook, Twitter, and other social media sites  Any reviews of your company or work environment  Anything published in the mainstream press  Any academic or trade publications  Incredibly easy to find and access  Any photos or videos tagged with your this information name  No filter: everything is available all  Public records connected to your business the time  No statute of limitations: the Web  You are judged primarily by the first is forever page of search results.
  • 6. The Importance of Online Reputation Some key statistics…  More than 80% of  Reputation risk is the  92% of Internet users reputation damage greatest risk facing read product reviews risks come from a companies, with as and 89% of people say mismatch between the much as 75% of a that reviews influence buzz and the reality. company’s value their purchasing (Digimind) based on reputation. decisions. (eTailing (Economist Intelligence Group) Unit)
  • 7. How People Search Key Stats  53% of users do not go past the first two results for any given search.  89% of users do not go past Page 1 for any given search.  99% of users do not go past Page 2 for any given search.  You are judged primarily by the first page of search results.
  • 8. The Psychology of Search How We Search  People prefer gossip over relevant news  We click on the most interesting- looking results  We usually trust what we read, even when we shouldn’t  Search algorithms can’t fix this problem
  • 9. The Reputation Economy Example: Vodafone Consumer Generated Art  The Web gives powerful tools to consumers to validate corporate communications  Online reputation often more important than brand. Parody Websites/Social Media “I Hate Vodafone” Forum
  • 11. Prominent Online Attacks Example: Grover Norquist Google p.1 Results  Blog postings, critical news articles, critical wikis & images  Negative items stay online for years
  • 12. Propagation of Misinformation Google p.1 Results Example: Whole Foods  A search for “monsanto” brings up the suggestion “whole foods”  Results strongly suggest Whole Foods was bought by or supports Monsanto  In fact, Whole Foods has been a vocal critic of Monsanto for many years
  • 13. Results Reflect Old News Example: D. E. Shaw Group Google p.1 Results  A good reputation requires positive, high-quality validations by third parties.  The D. E. Shaw Group has good control of the top few results, but the rest are misleading and give a poor impression. Outdated news. No mention of D. E. Shaw’s recent positive performance. 6–8 No relevant third-party sites in the first page, other than Wikipedia. 9–10
  • 14. Online Brand Attacks by Consumers Company website 1 Attacks on forums and social media 2–7 Attacks on forums and social media 9
  • 15. Search Results are not Chronological Mark Hurd, former HP CEO, Google p.1 Wikipedia (contains criticism) Company profile Critical news articles Positive image results Attacks by blogger Third-party profile Company profile Critical news article Third-party profile
  • 16. Defamatory Attacks by Former Clients Critical blog postings 1–2  Even if libel is proven, website likely to remain online Negative reviews 3  One-star rating in the results is enough to deter most searchers
  • 17. Mistaken Identity E.g. Timothy Thurman Lawyer  Top 8 results are about Timothy D. Thurman, arrested by the FBI for committing mortgage fraud against Korean immigrants in Los Angeles • Search results include negative reviews, news articles, and blog attacks  Timothy B. Thurman practices law in Pittsburg and is unrelated to this issue  Only about 10% of prospective clients would actually get to the bottom of the page before deciding to try a different lawyer
  • 18. Key People Affect Company’s Reputation E.g. Hotel de Paris St Tropez  The 2011 murder of Claude Dray still appears prominently in the search results for one of his hotels, l’Hôtel de Paris à St-Tropez  Thankfully, the news is usually less tragic, but widespread online interest in an executive spills over into the company’s online reputation
  • 19. Key People Affect Company’s Reputation E.g. Commercial Estates Group Limited  Gerard Versteegh has received criticism online for his extravagant tastes  Top of his search results is an inflammatory post on CrazyBillionaire.org  This result ranks on a search for his company too
  • 20. Inflammatory Google Suggestions Rumors can have a serious impact on your online reputation 1 Suggestions pop up because many people are curious about the rumor 2 High search volume creates a feedback loop: Google thinks this is relevant 3 New searchers see the inflammatory suggestions, giving criticisms more authority
  • 21. Litigation Makes Things Worse Situation Analysis: Overview  Judge Amanda Williams sued radio host Ira Glass for libel after his journalistic investigation criticized her approach to drug prosecution.  The scandal is the predominant focus of her online reputation. Page 1 of Google results: • Negative search results in red. • Neutral but damaging results in orange.
  • 22. Judge Williams Litigation: A Closer Look Analysis: Page 1, Results 1–6 1 Mainstream news 2 Critical blog 3 Further coverage by Ira Glass 4 Wikipedia write-up 5 Topic on news agregator 6 Critical Facebook page
  • 24. Mistake: ORM isn’t SEO Example: Com Hem  One of Sweden’s largest telecom providers  No amount of SEO spend can fix an ORM issue Company website is optimized 1 Critical websites/forums also optimized 4–5 Unrelated travel site 10
  • 25. Mistake: ORM isn’t SEO Company websites are optimized 1–3 So are the problems with the device 4–5 As are several unrelated websites 6–8 Example: MyStar  MyStar is the set-top box for Australia’s AUSTAR Television  No amount of SEO spend can fix an ORM issue
  • 26. Mistake: Relying on Litigation  Success rates are low (although sometimes litigation is appropriate)  Weigh the pros and cons: litigation can make the problem worse Example: British Chiropractic Association  In 2008, the British Chiropractic Association sued science writer Simon Singh for criticizing them  Provoked serious backlash  Even 4 years later, half of the Page 1 results for the BCA are negative portrayals of the case
  • 27. Mistake: Will-Not-Review Agreements Why not?  Ethically questionable  You may end up on the “Wall of Shame” of healthcare review sites  Unlikely to hold up in court:  Coerced agreement  First Amendment violation  Alienates patients  Encourages patients to go digging for negative reviews
  • 28. Mistake: Threatening Litigation Why not?  Most attacks by patients fall under the category of opinion, not considered libel  Negative information may be reposted even if successfully taken down  Litigation tends to attract a landslide of negative reactions  Even if you win, your practice’s reputation may have already been irreparably damaged  Search for “gelareh rahbar dds”  Google p.1 #4, 2 years later  Seen by >50% of potential patients
  • 29. Mistake: Threatening Litigation Why not?  Most attacks by patients fall under the category of opinion, not considered libel  Negative information may be reposted even if successfully taken down  Litigation tends to attract a landslide of negative reactions  Even if you win, your practice’s reputation may have already been irreparably damaged  Search for “jay pensler md”  Still in top results 2 years later  Seen by his prospective patients
  • 30. Mistake: Posting Fake Reviews Why not?  It’s illegal  Can be detected algorithmically  Short-term, ineffective solution  You will get caught up in the review authenticity “arms race”  Review sites and researchers constantly refining approaches  You need to keep buying into fake-review FTC Guidelines on Fake Reviews services forever to one-up them http://www.ftc.gov/opa/2009/10/endortest.shtm  Savvy reviewers can spot fakes and read up to 10 reviews before making a decision  If people see a lot of fakes, you risk an online backlash
  • 31. Mistake: Commenting on Attack Blogs/Forums Why not?  Places emphasis on the unwanted content, pushing it higher  Search engines will think this content is more important than it is  You probably won’t change the patient’s mind  Likely to attract additional attacks based on your comments  Search for “edward dove dds”  Google p.1 #3, 1 year later  Seen by >60% of potential patients
  • 32. Mistake: Head in the Sand E.g. Apia Insurance  APIA Insurance rated top Australian provider in 2011  Yet the #2 search result is a negative review profile The Web is Forever  The “news” tab brings up results on APIA dating back to 1918
  • 34. Elements of a Strong Online Reputation: Creative Social Media Win: Volkswagen Planeta Terra Festival Twitter Campaign  Tickets hidden across São Paulo, with locations shown on Google Maps  Locations only shown when people shared the hashtag #foxatplanetaterra  Became trending topic in Brazil in 2 hours Fail: ASUS “blogger” competition  Ended up generating online backlash and negative coverage in mainstream press:
  • 35. Elements of a Strong Online Reputation: Diverse Online Presence Example: Woolworths Active on Social Media  Woolworths is one of Australia’s top Facebook & Twitter consumer brands  Unified approach across multiple venues Control 8/10 on Google p.1 Customer Tributes on YouTube
  • 36. Elements of a Strong Online Reputation: Diverse Online Presence Example: H&M Active on Social Media  Sweden’s H&M is the 2nd largest global Facebook & Twitter clothing retailer  Unified approach across multiple venues Google p.1 all Positive, Control 6/10 Customers Post Purchases on YouTube
  • 37. General Principles 1 Prevention is more effective and less expensive than treatment 2 Aim to control as many of the search results as possible  Diversity is important: choose several types of sites 3 Empty search results create vulnerability 4 Avoid clicking on negative/critical websites, which increases their relevance  (Almost) never comment on critical blogs or forums  Avoid communicating with attackers  Avoid discussing the defamation in online channels 5 Be proactive with online reviews
  • 38. Online Reputation: First Steps 1 Claim www.yourcompany.com and as many useful variations as possible 2 Fill out profiles on industry listing sites, review sites, social media (Facebook, LinkedIn, Twitter) Create new content: start a blog, publish information of relevance to the business, generate 3 positive press, get involved philanthropically Be a part of the conversation: the Web is going to say something about you 4 whether you like it or not Engage in social media, communicate regularly with your stakeholders, respond authentically to 5 their concerns, share information of value Keep tabs on all of the websites connected to your business, especially those you don’t control: 6 forums, review sites, social media
  • 39. Building a Good Reputation is Not Easy 1 Actions need to match words 2 Pay close attention to public sentiment 3 Proactive online reputation to protect against attacks or misunderstandings 4 Ongoing, high-quality interaction with stakeholders 5 Reputation Management for key executives or other prominent figures
  • 40. Best Practices for Online Reputation Management Set up a practice website  www.yournamedds.com or similar  Defensively acquire URLs like www.yournameddssucks.com Create new content  Start a blog  Generate positive press  Get involved philanthropically  Publish research or other information of relevance to your practice
  • 41. Best Practices for Online Reputation Management Engage in social media  YouTube  Twitter  Facebook  Flickr Be proactive with reviews  Fill out your profile on review sites  Check new reviews frequently  Encourage loyal patients to post new reviews  Use negative reviews to check for any genuine issues in your practice  Link to review sites from your practice website
  • 42. Best Practices for Online Reputation Management Set up a practice website  www.yournamemd.com or similar  Defensively acquire URLs like www.yournamemdsucks.com Create new content  Start a blog  Generate positive press  Get involved philanthropically  Publish research or other information of relevance to your practice
  • 43. Best Practices for Online Reputation Management Engage in social media  YouTube  Twitter  Facebook  Flickr Be proactive with reviews  Fill out your profile on review sites  Check new reviews frequently  Encourage loyal patients to post new reviews  Use negative reviews to check for any genuine issues in your practice  Link to review sites from your practice website
  • 44. Do You Have Any Questions? We would be happy to help.
  • 45. Another Opportunity to Keep in Touch Getting to know your presenter Keep Connected to Chris Abraham Chris Abraham Contact Info  chris.abraham@reputation.com  cabraham@chrisabraham.com  LinkedIn.com/in/chrisabraham  Facebook.com/chrisabraham  YouTube.com/chrisabraham  www.chrisabraham.com  www.chris-abraham.com

Editor's Notes

  1. Purpose: Everyone affiliated with the company can affect it’s online reputation
  2. Purpose: Everyone affiliated with the company can affect it’s online reputation
  3. ORM is more than just SEO. You can spend lots on SEO optimization and still have a bad online reputation