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| 04.15.08 Monitoring Your Online Reputation  By Andy Beal In Radically Transparent, we explain why you should monitor your online reputation 24/7. In fact, it's so important, that if you can figure out how to monitor it 25/8, you should absolutely do so. But, it's one thing to know how important reputation monitoring is-and which tracking tools to use-but what "reputations" should you monitor exactly? You should already know the importance of monitoring your personal name and company brand, but here's a list of 12 items every company should track. 1. Your Personal Name Whether you're an independent consultant, or a very small cog on a big corporate wheel, you should absolutely monitor any media mentions of your own name. An extra tip, monitor your user names too: monitoring "andy beal" would likely not include mentions of "andybeal." 2. Your Company Name Another "no brainer." Monitor your company name, but also monitor any likely misspellings or legacy company names. For example, GlaxoSmithKline should also monitor "GSK," "Glaxo," and "Glaxo Wellcome." 3. Your Product Brands If you're Google, you should monitor the reputation of your key product brands. What's being said about "Android" or "Gmail." The same goes for your product brands. You may not be able to keep track of all your products, but you should track the ones that are the most vital to your business. 4. Your CEO (and other execs) I'll make you this promise. At some point in his tenure, your CEO will put his foot squarely in his mouth. You should monitor all possible iterations of his name, so you can be the first to know-or at least know before the WSJ finds out. 5. Your Media Spokesperson Even if CEO might is a recluse, I'm sure someone in your company is in the public spotlight a lot. If I were Lenovo, I'd monitor mentions of David Churbuck-after all he's likely discussing Lenovo on his blog and Twitter. (Knowing David, this post made his radar within 2 minutes of being published…hi David!)
6. Your Marketing Message "So easy even a caveman can do it?" "Just do it!" What if those campaign slogans were accompanied by "sucks" or "I'll never buy from them again?" Monitoring your marketing campaigns will help you understand if your message is getting across, and what your customers have to say about it. 7. Your Competition Surely you'd find value in knowing your biggest competitor just got the jump on you. Reports suggest that inside Lenovo, execs knew about the launch of Apple's Mac Air within minutes-important for Lenovo, as it was planning it's own ultra-light notebook. As we explain in the book, Pepsi found itself in troubled-waters over the revelation its Aquafina was nothing but purified tap water from New York. If Coca Cola monitored the buzz for Pepsi's products, they would see how consumers reacted to the news-and prepared for the questions about its own "tap water," Dasani. 8. Your Industry Continue reading this article. About the Author: Andy Beal is an internet marketing consultant and considered one of the world's most respected and interactive search engine marketing experts. Andy has worked with many Fortune 1000 companies such as Motorola, CitiFinancial, Lowes, Alaska Air, DeWALT, NBC and Experian. You can read his internet marketing blog at Marketing Pilgrim and reach him at andy.beal@gmail.com. |
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