The Internet, Social Media and Your Online Reputation
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1 The Internet, Social Media and Your Online Reputation Eric Casey Executive Director, NOWRA 2018 MOWA Annual Conference January 31, 2018
2 Today s presentation: Why you should care what people are saying about you online How to find out what people are saying about you How to handle negative information Why you need to have an online presence How to get started
3 Why Your Online Presence Matters Whether or not you think you need be online, know this. YOU ALREADY HAVE AN ONLINE PRESENCE
4 Why Your Online Presence Matters 86% of people will hesitate to purchase products and services from companies with negative reviews Another study says 88% of consumers read reviews to determine the quality of local businesses
5 Why Your Online Presence Matters It can potentially help your business grow It can potentially destroy your business Type your name or your company s name into Google and see what happens
6 Why Your Online Presence Matters Business review websites Home Advisor Facebook Yelp Angies List Google My Business Yellow Pages (yp.com) BBB Manta
7 How reviews can hurt you
8 How Reviews Can Hurt You
9 Why Your Online Presence Matters Internet content lives forever Smart phones mean prospective customers can find out about you any time, anywhere If you don t know it s there, you can t do anything about it.
10 What you can do to protect your reputation Google yourself and your company. Do the same with Facebook, Twitter and YouTube Use free tools to keep track of company reviews on a regular basis Set up Google Alerts with key words about your business so that you can be notified on an ongoing basis of online mentions of your company/people
11 Online reputation management tools GoFish Digital
12 Online reputation management tools - talkwalker
13 What you can do to protect your reputation Fix inaccurate listings add marketing info if you can Try to address negative information directly with the website or the customer If you have a chance to offer your side of the story, do so, but be respectful If good reviews greatly outnumber bad reviews, trust the consumer to understand the difference
14 Creating an online presence Website -Easy to do -Don t need to know html programming -Most sites also include free account w/domain -Lots of free images -Can be done for free or very low cost
15 Creating an online presence Website creation Select a domain name and design template Decide what information you want to include Title page who you are and what you do Services Descriptions and pictures Helpful consumer information links to health dept regs, articles on maintenance, how septic tanks work, etc. Customer testimonials Pricing/guarantees Contact information Invest in a good copywriting and good photos
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18 Make Sure Your Website Gets Noticed Set up a Google My Business account
19 Keys to Ensure Your Site Gets Noticed Build a fast, mobile-friendly website Use the Google Search console Identify good keywords Any problems with your site s performance Lots of other good tools Claim your physical address on Google Maps Have a clear URL structure consumer should be able to figure out page content from URL Set up Google Analytics
20 Keys to Ensure Your Site Gets Noticed Use a unique title for each page on your site
21 Website Management Be genuine Don t copy content from other sites Don t expect immediate results from your efforts Make sure your customers/prospects can provide feedback
22 Creating an online presence Facebook Easy to set up and track Needs care and feeding once it s set up Monitoring Posting Facebook is a search engine Can be linked to a website and Twitter account
23 Creating an online presence Facebook Avoid these pitfalls Broadcasting. Facebook is a conversation Fire and forget. Responsiveness is critical Being boring or predictable. Don t just have one type of message Not leveraging Facebook s tools. Enhancing the look of your page, analyzing traffic, proper logo displays Wordiness Brevity matters
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29 Creating an online presence LinkedIn Primarily a tool for professional networking Good for discussions Not strong as a business promotion tool Twitter Microblogging site 140 characters or less Works better as a promotional tool when you have a website, blog or Facebook page Probably not the first thing on which to focus
30 Questions?
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