Reputation Management including reviews management and monitoring

1. Monitoring, Response and
how to handle Reviews
Presented by Tony Wright
CEO/Founder
WrightIMC

2. The thing about monitoring…
• There are literally hundreds of tools – from
free to very expensive
• Beware of relying on any data gleaned
from “automated sentiment”
• No tool is perfect. You catch the “90%”
that counts
• Monitoring the SERPs can be done
through ranking tools

3. Creating a formula for online
reputation
• Items to consider
– Reach of the venue
– Influence of the poster
– Tone of the content
– Follow-up on the post (watch for on-topic vs.
off topic)
– Viral effects

4. When to respond
• This really depends on your brand and
resources
• Reaction to every mention requires
continued reaction to every message…
– If you start and then stop, you can damage
your brand
– Set proper expectations for your followers –
and be prepared to do customer service via
social media channels

5. Review Management
• No matter what stat you read, know
this…unhappy customers are more likely to
complain online
• The goal of review management is to get the
happy customers to talk
– Review Portals
– Staff Incentives
– Staff Education
– Beware of TOS
• What are you doing to make your customers
actual Fans?

6. Review Management –
Social Media Policy
• Do you have a Social Media Policy? Do
you have more than 10 employees?
– Are you in a regulated field that requires
compliance?
• Do your employees know your social
media policy?
• How do you enforce violations of your
policy?

7. Review Management –
Educating Employees
• Every employee, contractor and vendor
can have an affect on your reviews
– The janitor can illicit a negative review as
easily as the CEO
• Management needs to make employee
education on social media a priority
• Good customer service won’t keep
negative reviews from happening, but it
does help stem the flow

8. Review Management –
Content Marketing
• Creating content that positions your
company as a thought leader can solicit
positive reviews.
• Videos, articles, advice from experts all
contribute to the overall brand image, as
well the reviews
• Content marketing also helps your SEO

9. Thank You!
Tony Wright
CEO/Founder
WrightIMC
Tony.wright@wrightimc.com
972-215-7167
@tonynwright