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Online Reputation Management And How Negative Reviews Can Be Beneficial: Interviews With Two Experts

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Loren Baker
Loren Baker SEJ STAFF
Online Reputation Management And How Negative Reviews Can Be Beneficial: Interviews With Two Experts

A big thanks to our Pubcon 2014 sponsor, LinkResearchTools, your off-page SEO toolkit. Link Detox: Recover – Protect – Build.

At Pubcon 2014 in Las Vegas, I had the opportunity to sit down and talk with two experts on online reputation management (ORM): Elmer Boutin of Rockfish and Pierre Zarokian of Submit Express.

What’s the key to getting more positive reviews? What can businesses do to turn around their reputation if they’re receiving a lot of negative reviews?

These are some of the questions I get their unique insight on in the videos below:

Online Reputation Management Misconceptions: An Interview With Elmer Boutin

Here are some key takeaways from the video:

  • There’s a lot more to ORM than just boosting positive press about you and your brand in search results. Elmer takes a three-pronged approach to ORM which involves domain defense, reputation defense, and content defense.
  • Domain defense covers things like social media profile defense and protecting your trademark. Reputation defense covers things like assessing your reputation across search, social, and reviews, while looking for opportunities to provide “quick, caring, and courteous” customer service.
  • Content defense is where you’re telling your story, Elmer says. You have to own your story, because if you don’t someone else is going to tell it for you.
  • With ORM you have to get to the root of the problem as well. If there is a common concern surrounding your business that’s leading to negative reviews you need to find out what that is.
  • In other cases it may actually be the competition who’s out to sabotage your reputation online. Elmer tells a story about a small business owner who caught one of their competitors setting up fake Yelp and UrbanSpoon profiles and leaving bad reviews.
  • These are things you need to be mindful of, but at the end of the day if you run a really good business that people love, the positive reviews will outweigh the negative ones.
  • Another great piece of advice Elmer shares is that it’s not always about what people say about you and your brand that matters, it’s how you respond to them that really counts. Sometimes when you address the concern you can turn an unsatisfied customer into a brand advocate.

Yelp and Local Reviews For Small Businesses: An Interview with Pierre Zarokian

Here are some key takeaways from the video:

  • A recent court ruling has decided that Yelp can filter their reviews however they want, which means it can choose to filter out positive reviews and display more negative reviews for a business if that’s what it wants to do.
  • If Yelp wants to charge money for removing negative reviews, it has the right to do that as well.
    Another thing Yelp can do that businesses aren’t happy about is display advertising for competitors on a business’s Yelp profile. Since Yelp sells advertising it can display ads for a business wherever it wants, so long as the business is paying for the ads of course.
  • Despite all this, Yelp is still the biggest local review site out there. After that it’s Google+, and after that it branches out into specific niches like travel review sites, restaurant review sites, and so on. Then there are sites like Ripoff Report that are just for complaints.
  • One benefit of getting negative reviews is that you’re also getting feedback about your business that you can take action on. If you have customer service problems, or whatever the case may be, you’ll know what’s going on and you can correct the problem.

Please visit SEJ’s YouTube page for more video interviews.

 

Photo Credit for Pierre Zarokian: My favorite things2012, Flickr

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Loren Baker

Loren Baker

Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing ... [Read full bio]

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