Online Reputation

Management on Twitter

The Why, How, What & More of

ORM on Twitter

Agenda

• What is reputation management?

• Why worry?

• Examples

• What to monitor

• How to monitor

• Analytics

• How to know when to engage and when to

walk away

• When things go wrong & right

Who Am I?

• Got on the Internet in 1986 at my school lab

• Working online with search since 1996

• Social Media, Paid & Natural Search with a smattering

of Affiliates

• Worked in-house: e-Commerce, Publishing & High

Tech

• Moved to the largest European media agency

• Worked with CIPD, Bayer, Readers Digest, NBC

Universal, COI

• One of the SEO Chicks

What is reputation management?

The active monitoring, engagement and

manipulation of information publically

accessible in order to present a company or

person in the most positive possible light

Why Worry?

• On a brand search, you may find negative tweets for

your company name

• Consumers increasingly turning online for reviews –

asking Twitter for help

• Angry & happy consumers increasingly blogging,

commenting, engaging – find them on Twitter

• Competitors can undermine your image

• Discover problem or issue previously unaware of

• Track customer service issues

• Discover happy news /mentions for PR use

Example: Negative Tweets

Example: Positive Tweets

Example: Brand Tweets

Example: Habitat

• Needed to capture attention for sales and

build brand presence within Twitter based on

success of Dell

• Needed to build audience to critical mass

then momentum would carry

• Identified way of reaching large audience in

Twitter directly to build initial audience

• Launched HabitatUK Twitter feed

Example: Habitat

• Slammed resoundingly for inappropriate use

of Twitter hashtag

• Got plenty of exposure through negative

press

• Forced to apologise

Example: Moonfruit

• Wanted to increase brand awareness through

Twitter

• Had seen inappropriate hashtag use so sought

other avenues

• Determined a multiple pronged attack plan

including blog, direct contact of influencers

and hashtag

Example: Moonfruit

Example: Moonfruit

• #moonfruit became a top trending hashtag

• Hashtag manually removed by Twitter as spam

• Got significant positive press on the back of

hashtag removal

• Still increased brand awareness, market

penetration

• Utilised a professional social media marketing

firm & traditional PR to achieve success

Example: Moonfruit• Revenue up 20%

• US traffic up 100%

• All traffic up 50%

• Now have 27k followers – started at 400

• Press coverage in Wall Street Journal, Financial

Tines, Forbes, mashable, techcrunch

• 3000 creative responses accelerated engagement

songs, animations, pics, bodyart, crochet, 500

designer MF sites

Example: Me

• Booking.com – I rang asking for help and

was hung up on. Immediately went to twitter

– I have over 1,000 followers, some of whom

offered alternatives I used

• My dedicated server hosting company has a

problem with my machine. 40min online with

tech support left me unhappy so I tweeted

my sadness with this result:

Twitter Results!

What to Monitor

• Everything related to your company including:

– variations of your business name

– key employees names

– all variants of product or service names

• Don’t forget the competition

• Industry keywords

How to monitor

• Set up Bloglines

• Add search result feeds to Bloglines dashboard

by copying search result URL to Bloglines

interface (next set of slides)

• Use Google Alerts (good for more than just

Twitter)

• CHECK REGULARLY

Subscribe to Search Results

Subscribe to Search Results

Example Feed

Analytics

• Know your goal: reach, engagement, traffic,

etc

• Set a benchmark of your goal

• Understand Twitter – no one reads all

followers tweets above a certain volume

• Have appropriate tools in place

• Love your analytics at least an hour a week

Analytics

• Potential reach is direct account followers plus

followers of those followers

• Message must be shorter than 140 for ease of RT

• Around 20% of followers on some accounts will

be spambots

• Not everyone will retweet (RT)

• May be picked up for blog or news – use unique

URL with bit.ly

Analytics

What To Do When Things Go

Wrong

• Don’t Panic

• Check for trolls

• Check expectations

• Check internal processes

• Check product/service

• Respond

• Fix issue if there is one & report back

When to Engage & When to

Walk Away

• Users with bad experience

– Establish validity of claim through examining feed

– Check severity of negative response through

brand search

– Respond publically if possible, privately if serious

issue

– Engage – turning around a negative to a positive

will create a brand advocate for life

When to Engage & When to

Walk Away

• Trolls

– individuals who deliberately post negative tweets

about an individual or company

– Do not engage!

– Establish validity of claim through examining

feed of user & URL is given

What to do When Things Go

Right

• Monitor for all brand mentions – not just

negative ones

• Check compliment originator followers, job,

website & their reputation

– Influencers are worth treating better, spambots are

not

• Treat compliment just like a complaint

– Most companies will reward complaints but not

compliments

Thank You!

judith.lewis@seshet.co.uk

www.seshet.co.uk

www.SEO-Chicks.com