Online Reputation Management

At the beginning of the work, it is important to correctly form a list of queries of interest, to work out the semantics: we will write queries with possible typos, errors, in various variations and in different languages. In the next step, we will configure the monitoring system for the list of requests. Our analysts have experience in all social media monitoring systems, such as IQBuzz, Youscan, Brand Analytics, Medialogy, etc.

After configuring the system, we will collect information that meets the requests, distribute information messages by tone and prepare an analytical report. In the future, monitoring will take place constantly and up-to-date data will be sent to the response department for operational actions.

When working with reputation, it is important for us to create a correct and coordinated response map with the client. We will analyze the options for working with positive and negative information, form a grid of reactions, explain who will react to this or that message and how. Over time, such a reaction map will become more accurate. The work with mentions proceeds as follows: the monitoring department promptly transmits data about mentions of your person or your brand, the response department, following the reaction grid, processes information, supports positive statements and refutes negative ones, works with objections and levels any attacks.

We can also remove negative reviews if they are unreliable, contradict the legislation of the Russian Federation or the rules of recommendation sites. Negative reviews are not always real, and it is with such that we will help you cope. The removal of negative content can occur in two scenarios.

The first is pre-trial work, when the site that published an unreliable review deletes its content in response to our appeal.

The second is a more complex and labor-intensive process: we are preparing and representing your interests in court.

Different reputation management agencies understand this method of marketing promotion differently. By "guerrilla marketing" we mean an advertising tool that allows you to distribute the necessary information quickly and with a small budget.

When monitoring competitors or the industry as a whole, we get a large layer of data. Such data has considerable weight, because it is the material through which you can increase sales. How does it work? People often turn to the Internet and look for reviews of the product they want to buy, watch reviews and thematic forums. On any such platform, there may already be a discussion about your product or its comparison with a competitor's product. Such a discussion can be an excellent channel for our agent of influence to communicate with an interested audience. Groups on social networks, thematic branches on forums – any gathering of a large number of people interested in your topic is the place where you or your agents of influence should be.

By finding such groups or creating them ourselves, we connect to a live dialogue with people and conduct a conversation in a way that is beneficial to us. In this way, we unobtrusively promote your products or services. As practice shows, guerrilla marketing gives an excellent influx of new customers. This method of reputation management is at the intersection of marketing and PR, so you need to work with it carefully and according to a carefully planned scenario. Agents of influence should know the brand or product well and be ready to give clear answers that need to be thought through and prescribed in advance.

We do not recommend that you use this method yourself, as one wrong step can break even a well-established reputation. It is better to contact a professional agency.

This work is the basis of the methodology for improving the image in the Network. Without well-formed content, it is impossible to create a positive reputation. Work with the production of information materials is divided into several stages:

1. Collecting material – conducting interviews, searching for information in various open sources; if necessary, shooting photo or video content.

2. Creation and coordination of content – writing texts in accordance with the customer's requirements in compliance with all necessary nuances. The texts will present the necessary information to the general public in a favorable light for your reputation.

3. Content optimization – bringing the content to a competently optimized text in accordance with the recommendations of SERM and SEO specialists. This is needed to easily and naturally promote content in search engines such as Yandex and Google.

4. Search and coordination of information platforms – selection of thematic platforms (encyclopedias, reviews, recommendation resources, online media, ratings, geoservices, etc.) for the placement of content in accordance with the client's tasks and their coordination.

5. Content placement – planned, unsuspicious placement of content; selection of content to meet the requirements of sites; any necessary changes to information in accordance with the rules of the placement resource.

6. Content promotion – content support by behavioral factors and other tools for promoting information on the Web.

At the beginning of the work, we conduct an audit of search engines – a cross-section of search results based on the prepared semantic core (brand core). Such an audit will show problematic positions. Then we prepare a strategy for optimizing search results and start working with classic Search Engine Reputation Management tools: we post articles in online media, give recommendations on the customer's website, create and fill satellite sites, publish in encyclopedias and social networks.

In the tasks of removing information from the search results, a constructive approach is important. The displacement of negativity requires not only knowledge of SEO optimization, but also an understanding of the priorities of search engines and the rules for working with recommendation resources and encyclopedias.