Are you aware just how important online reputation management (ORM) has become for cryptocurrencies? This is why we have created 10 commandments of ORM for cryptocurrencies to help guide your brand in the right direction.

1. Areyouawarejusthowimportantonlinereputationmanagement(ORM)hasbecome
for cryptocurrencies? The 2016 Consumer Review Survey from BrightLocal found
that 92 percent of investors search the internet when they want to find out more
about a business, while, 54 percent of people will go on to visit a brand’s website if
they find positive content elsewhere on the internet. Meanwhile a whopping 25% of
a company’s valuation can be attributed to its reputation.
Yet online reputation isn’t just about customer opinion. According to Pew research,
65 percent of adults are active on social media and these numbers continue to grow
as more young millennials join the workforce. Cryptocurrency companies without
an active up-to-date profile on social sites will find it difficult to attract customers.
of consumers search the internet
when they want to find out more
about a business.
92% 25% 54%
of a company’s valuation
can be attributed to its
reputation
of people will go on to visit a
brand’s website if they find positive
content elsewhere on the internet
Online Reputation
Management for
Cryptocurrencies
The 10 Commandments
BLOCKCHAINDEFENDER

2. Creating
a Positive
Profile
At ReputationDefender this doesn’t come as any
surprise. We’ve spent over a decade building and
maintaining brand reputations. A company’s online
profile is based on the results that appear on the
first page of a Google search. This can affect
almost every aspect of the business and ultimately
determine its success. Negative content hurts the
brand’s image, but lack of information online can be
just as damaging. If the Search Engine Result Page
(SERP) isn’t promoting your cryptocurrency, then
its advertising competitors and sending potential
customers elsewhere.
Reputationmanagementisaboutbuildingcredibility.
Investors researching your cryptocurrency or
running a general search on topics related to the
industry need to find answers to their questions.
They need to find positive content directly related to
your company, most importantly a well organised
website, but also relevant blog articles, professional
social media profiles, pdf’s, infographics and videos.
Negative comments or company scandals will take
away from this image.
Fintech companies must put active
effort into creating a positive
online profile and building better
customer relations via the internet.
If this seems like an overwhelming
task, you’re not alone. Most
company leaders know they need
to improve their brand’s online
reputation, but they’re not sure
where to start.
This is why we have created
10 commandments of ORM for
cryptocurrencies to help guide
your brand in the right direction:
Managing Brand Reputation

3. 10 Commandments
GAIN RESPECT
As a child, no doubt, you had a teacher or a parent
who told you respect wasn’t handed out for free;
it had to be earned. Companies gain respect
in the same way a person does, by showing
competence, honesty and accountability, by
admitting mistakes when appropriate and
handling conflict gracefully. Unfortunately, the
internet complicates things since it doesn’t
necessarily tell an accurate version of events
and often ranks negative and sensational stories
higher than other types of content. An affective
ORM campaign must counteract this tendency,
by placing the crypto brand as an authority on
various topics within its field.
LISTEN TO WHAT PEOPLE ARE SAYING
Don’t dismiss customers’ comments. Even the
most unreasonable review probably has a grain
oftruth.Byhighlightingtheroot-issueandfixing
it,youreducethechancethatsomeoneelsewill
make a similar comment in the future. At the
same time, analysing positive feedback will give
you a chance to see what customers appreciate
and make sure this becomes an even more
integral part of the brand’s image.
Today, listening to people online means using
the right technology. The internet is too big
and there are too many different platforms to
monitor each one separately. Depending on the
size of your company, a simple Google Alert for
the brand name can help to track content that
is indexed by search engines; however, you’ll
still be missing social media platforms. Social
monitoring software such as Hootsuite, Social
Mention and others can address this issue.
Most programs have a basic service that is free,
with advanced options requiring a subscription.
1.
2.
46%OF ICO’S FROM 2017
FAILED DESPITE
RAISING OVER $110
MILLION IN FUNDS.

4. TRY TO BE TRANSPARENT
Transparency can be risky, but cryptocurrency
companies that manage to achieve it have a lot
to gain. Transparency is about acknowledging
issues and criticism, rather than making an
effort to cover it up. Cryptocurrency investors
respect this level of honesty and are more
tolerant of problems when they can relate to the
organisation on a human level and feel they are
part of the team.
Yet however transparent companies want to
appear, some aspects of the business will need
to remain private. Employees who aren’t trained
in PR may expose unflattering secrets. Public
feedback can draw attention to issues that might
not otherwise have come up.
REMAIN POLITE AT ALL TIMES
Remember, in any online interaction, you’re the professional. Some investors frequently post comments
that are unreasonable and even offensive; a brand response that is defensive or argumentative will only
make the issue worse.
In most cases, it’s best not to respond to overly irate comments or obvious trolling. The authors of this
type of post simply want to argue, and by responding, even politely, you will give them a chance to do so.
4.
3.

5. TREAT THE GOOGLE SERP #1 AS YOUR FIRST
IMPRESSION
Some company leaders who came of age before
the internet still think in terms of business cards
and flyers. This is a mistake. Today’s consumers
are on the internet, and that’s where they will
be looking for you as well. The Google SERP
is now your calling card. It’s the first thing the
Investors will see, and, unless there’s positive
content that attracts their attention, it could be
the last as well.
This poses something of a problem for company
leaders. It’s easy for marketers to design,
draft and publish content that represents the
brand, but ensuring that these are the results
ranking highest on a Google search requires a
different skill-set. Search engine algorithms
use various ranking factors designed to promote
content that attracts the most organic traffic.
There’s no sure-fire way of controlling them,
but there are a lot of techniques that can help
promote your content and generate positive
autocomplete suggestions. This element of ORM
is quite technical; it requires a specialist with a
thorough grasp of Google’s latest algorithmic
updates. Using the wrong techniques, even
unintentionally, can result in content getting
penalised or banned.
DON’T IGNORE VALID CRITICISM
Cryptocurrency companies that ignore criticism
often end up paying a high price. An isolated
incident may be forgotten, but a complaint that
resonates with a wide-audience can quickly go
viral and company leaders will have a reputation
crisis on their hands. It’s important to take
reputation issues seriously from the start.
Accept complaints as constructive criticism and
thank posters for expressing their opinion.
It’s tempting to delete negative comments, but
this is almost always a mistake. Nothing on the
internet is erasable; there’s an archived copy
of the original somewhere and taking down a
comment posted by someone else is likely to
generate more negative attention.
6.
5.

6. LEARN FROM YOUR MISTAKES
It’s impossible to build a business
or a reputation without making
mistakes. The important thing is to
learn from these errors and use them
to build a better company image. At
ReputationDefender, we don’t believe
people or companies are defined by
past actions, but this is what happens
when events become memorialised on
the web. Reputation management is
a chance to explain your version and
show why the brand is much more than
one recent misstep.
FOCUS ON THE POSITIVES
Posting positive content about the company is the
best way to improve a brand’s reputation. This rule
holds true whether things are going well or you’re
in the midst of a reputation crisis. Remember, many
of your investors still haven’t heard of the issue;
they had a good experience working with you. They
just need some encouragement to remember that.
Positive content that resonates emotionally with a
wide audience is the best way to create your own
high-traffic results capable of countering negative
stories. Check out some of the top crypto industry
blogs (for example CoinTelegraph, CoinDesk) for
ideas on how to use a positive message to your
advantage.
7.
8.

7. 10.KEEP AN EYE ON COMPETITORS
You’ve taken a good hard look at your
own reputation, but what about your
competitors’? If other cryptocurrencies
are shown in a more positive light than
your own, this means you’re losing
business.
Don’t forget to monitor customer
comments for competitors as well.
There’s no shame in eaves-dropping
when it comes to public content on
the internet; it’s all fair game and you
can be sure competitors will also be
tracking what people are saying about
you. Don’t be too obvious about what you
are doing since this could become its
own damaging story, but remember you
can’t manage your reputation effectively
without ranking the brand against its
competitors.
9. ASK FOR PROFESSIONAL HELP WHEN YOU NEED IT
Reputation management is as time-consuming as it is
important. Many cryptocurrency companies think they
can handle it themselves, but as the industry grows, this
will become harder and harder. ORM requires specialised
knowledge and expertise that can’t always be found on a
typical marketing team. Ongoing initiatives are needed to
create fresh content and update the brand’s strategies based
on public opinion and the latest algorithmic changes.
Many cryptocurrency companies only invest in professional
ORM services when they face a crisis. Unfortunately, this is a
flawed strategy. Every brand will eventually generate negative
publicity online. Preventative efforts help build reputation
capital before this happens, so that negative stories never
gain much ground against the brand’s own positive content.
Timely reputation management can avoid a drop in revenue
and even pull the company out of a downward spiral.
ReputationDefender has many services to choose from,
whether you are in the midst of a crisis, or just want insurance
against future issues. Our professional reputation specialists
regularly help companies to build and improve their online
profile, and we also manage damage control after the fact.

8. FOR MORE INFORMATION ABOUT WHAT WE DO,
CALL ONE OF OUR EXPERTS OR VISIT
THE COMPANY WEBSITE
The importance of a positive online reputation cannot be underestimated.
If you are worried about your online reputation contact the experts on
0800 131 0700 or email info@blockchaindefender.io
BLOCKCHAINDEFENDER