Featured Client - Cox Communications
Cox Communications is the nation's third largest provider of digital communication. A division of the national provider, Cox Communications Arizona supplies digital cable and telephone service, as well as high speed internet to dozens of communities throughout the southwest. With its affordable bundle packages and award-winning customer service, Cox Arizona is the leader in digital communications for home and business.
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5 Tips.....
5 Tips: Combat Damage to Your Online Reputation
- Scott Kaufmann
Online reputation management has become a topic of great discussion as of late. With "Web 2.0" well under way, user generated content in the form of blogs, YouTube videos, Podcasts, discussion forums and even brand "I Hate" Web sites, it has become increasingly challenging to effectively manage your brand image online. With that said, I present to you some of the most common issues brands run into online and a few tips on how to combat these problems - ranging from sophisticated to those that just require some ol' fashion elbow grease.
1. Blog Posts: Many blog posts will achieve top positions in organic search results for keywords that are critical to your brand. One technique to lower the result positioning of blogs like these is to inundate them with posts about other topics, over- saturating the blog with content that is irrelevant to your keyword(s) and your brand name. While this can work on occasion, often blogs are moderated and a blog moderator may limit the amount of extraneous posts you can create. There is also an ethical debate that surrounds this tactic of posting information to specifically alter the content base of an online property with intent such as this. Posting a retort or constructive comment, however, is often appreciated, and if thorough enough, can often have a desirable effect.
2. "I Hate" Web Sites: These Web sites are popping up more frequently than ever. A good example is evident if one searches for "K Hovnanian" (one of the nation's largest home builders) in Google. The third organic result directs the user to the Web site KHovSucks.com, which is not a desirable Web site for searchers to find if looking for the home builder. It is difficult and nearly impossible to dilute the content of these sites. The best method to deal with these Web sites is to address the issue head on. Picking up the phone and calling the customer, finding out the story, empathizing with the issue and finding an adequate resolution may be enough to persuade the customer to change their tune. While this may be easier said than done, many brands have successfully spent the time to resolve these issues and have seen positive results. If you don't give someone something to complain about, there won't be a complaint Web site.
3. Other Negative Organic (or Paid) Search Results: How did that Web site get there? It either paid for the listing, or has an organically optimized Web site. It's always possible to create a Web site with superior optimization in attempt to trump out the less desirable Web site and lower it in the listings. This can also be achieved through the use of optimized press releases. Furthermore, you can set up and manage a paid search campaign for the keyword phrases that bring up less desirable results. Depending on availability and Web site properties, it is possible to run more than one paid search campaign (to different Web sites) and further "push down" the other listings.
4. YouTube (and other) Videos: It's extremely difficult to block a video from appearing or to have it changed. It is possible to provide comments about a video, supplying clarification about content or points (if you want to get into that debate). It is often effective to email the author of the video directly, starting down the same path of issue resolution as with "I Hate" Web sites.
5. And Don't Forget the Basics: The best way to combat negative press online is to avoid it in the first place. Providing a great product, service and issue resolution with your customers will work wonders for your brand. And always remember patience. Search engines, video services and other forms of interactive media change their ranking algorithms and "hot topics" frequently, so often a little patience will yield a result that may suit your brand better.
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Drop Off Your Diapers!
As a Baby Diaper Drive partner, Sitewire is collecting months of emergency supplies and cash donations through January 15th on behalf of Homeward Bound, a transitional housing program for homeless and domestic violence families with children in Phoenix.
Bring your diaper donations to Sitewire or the drop off location closest to you. To learn about other ways you can help, visit the Baby Diaper Drive online.
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Featured Employee - John Strebler
With Sitewire since 2002, John has spent the past ten years working on software and Web development for companies ranging in size from a three-person start-up to Fortune 500. As Sitewire's Business Analyst, solving problems, defining the functionality of a Web site and building large-scale software and Web applications are areas of expertise for John.
When he's not at Sitewire John plays in a sand volleyball league. He also enjoys biking and is involved with a charity mountain bike ride from Flagstaff to the Grand Canyon. Several times a week, John joins the local Master's swimming group at the pool. He also loves to go camping with his wife and two children.
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