pages that follow current search engine ranking algorithms—basically the parts under the hood of search services like Google, Bing and Yahoo—to make the pages with preferred content pop up first in a search for company information and “push” the pages with negative content further down the list and, optimally, off the front page of the search results. In this case, a lawyer also was retained to get the disgruntled customer to remove particular content that could be found criminally defamatory in court. But that’s doing reputation management the hard way, Thow says. It’s much easier counseling clients on how to foster a positive online reputation for their companies from the get-go. “Preventing the mess is much cheaper than fixing it,” he explains. “Get ahead of the curve when it comes to your company’s online profile.” In the old days (like, two or three years ago), that often meant companies posting their own positive reviews using fictitious names on customer-generated review sites like Yelp and Google reviews. But today’s savvy consumers—and whistleblowing online watchdog groups—are increasingly adept at spotting the planted glowing review. And exposing a fake employee-penned appraisal can result in its own social media nightmare. “The best method is to enlist the support of happy customers,” Thow says. “There’s no shortcut for genuine, authentic client reviews. Really, the premise is quite simple: It’s all about asking. It’s a numbers game.” It’s why your server at Applebee’s asks you to fill out a short online questionnaire following a satisfying meal in exchange for a coupon good for your next visit, or the corner gyros shop affixes a “Review us on Yelp” sticker on their door, clearly visible on your way out.
“If only 5 percent of your clients post a positive review, the results will be excellent,” says Thow. “Twelve new positive reviews per month will help tremendously. Inevitably, there will be negative posts. But when that happens, a quick response from the owner, GM or staff member is essential. It’s a public post, so it must be replied to publicly. Putting out the fire, rapidly, is very wise. A quick response from the company stating their empathy and concern is very effective. Being willing to go the extra mile to rectify the problem goes a long way.” Ironically, positioning a company to succeed in the digital age involves going back to the most basic of old school business principles. “It comes down to treating your customers with respect,” Thow says. “It’s much cheaper in the long run, not to mention the right thing to do.”
Defense Team
Nina Simmons and Diane Smith, directors of digital marketing and public relations, respectively, for Big Yam, a full-service advertising and marketing company (formerly the Martz Agency) owned by GoDaddy founder Bob Parsons, sometimes see their roles as the marketing equivalent of a crack criminal defense practice. “We always have that first meeting with the client where we have them be honest with us about any of the skeletons they may have in their closet that we should know about,” says Simmons, with a laugh. “You know, just really being a good partner and establishing that relationship where we understand their business and industry and know about anything that could be brought to light.” Simmons says they don’t have a lot of good war stories to tell about clients they rescued from PR nightmares. “We don’t
There’s no shortcut for genuine, authentic client reviews. Really, the premise is quite simple: It’s all about asking. It’s a numbers game. — Phil Thow
Eric Olsen really have a lot of examples, because if we’re doing our jobs properly, the crisis doesn’t get out to the public,” she says, echoing the language of a good defense lawyer. “If we’re able to see a potential crisis that’s bubbling up, and make sure there’s no negative online comments about it, we know we’ve done our job.” “In this day and age,” Smith adds, “I don’t think you can truly have a successful reputation management plan unless you are really working with your client to make sure all of those things that could be brought up are covered.” Bradley Barks, founder of the Scottsdale-based search strategy agency SEOSatori, says a good online reputation management plan should begin at the company’s inception, while principals are still spitballing ideas for the company’s name. “These days, search engines show what’s relevant—in their eyes—for a search query related to your company’s name,” he says. “It doesn’t matter to them if this is your brand name or not.” Jared The Galleria of Jewelry company, for instance, would probably not have picked the Jared name today (or its advertising slogan, “He went to Jared!”) following the sex scandal involving Jared Fogle, who was the spokesman for Subway for several years. “When a visitor is looking for your brand, you want them to find you seamlessly, not some other review, or a review on a third party site that’s taking the visitor away from your business,” Barks says. “This takes a consistent, proactive effort, but has a dramatic effect on conversion rates and sales.” Barks says the primary goal of any company’s reputation management plan should be to control the first nine or 10 …continues on page 34 January 2016 Scottsdale Airpark News |
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