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>> GREG NETLAND: Hi, this is Greg Netland I'm an Internet Reputation Management Specialist
and in this video I'm going to tell you all about reputation management.
Wikipedia defines reputation management as: the process of tracking an entity's actions
and other entities' opinions about those actions; reporting on those actions and opinions; and
reacting to that report creating a feedback loop.
I know, not the most enlightening explanation!
Lets break down Reputation Management into a few simple steps, this is an approach I
have developed over some time, and while it is very simple to follow, there is a lot of
reputation mojo going on behind the scenes, so you may want to take some notes.
I'm going to teach you a simple but powerful formula for reputation management. It's easy
to follow, and it works. In fact it has been battle tested by hundreds of our clients,
and when followed carefully and thoughtfully, has never failed. First I'm going to give
you an overview of the whole process, and then break down each step in detail.
Now... just in case you don't already have enough acronyms floating around in your head,
I call this process D.E.A. (and it has nothing to do with the actual DEA).
DEA stands for:
1. Discovery 2. Evaluation
3. Action
Let start with Discovery, probably the most important phase:
Now there are a lot of methods for you to "discover" what is going on online when it
comes to you and your business. My clients and I all agree that the WORST way to discover
something is to get that phone call from a customer or business partner asking "What
the heck is this!?". Unfortunately for most people out there who are not PROACTIVE about
their reputation management this is an abrupt, and often embarrassing, wake up call.
I prefer a more proactive approach to reputation management discovery. Being proactive about
discovery enables you to find damaging information BEFORE it impacts your business. It's really
pretty simple, if you're the first to know about it, you can evaluate your options and
choose the best response or action to take before the impact is realized by your business.
It's like Sun Tzu, the Chinese General, strategist, philosopher and author of The Art of War said
"If ignorant both of your enemy and yourself, you are certain to be in peril."
Lets break reputation management discovery down into a core strategy and tactics:
So the strategy for discovery, as it relates to reputation management, is to proactively
monitor the Internet. By proactively monitoring the Internet you can find out everything that
is being published before it impacts you. So put simply, your reputation management
strategy is to find "stuff" published online about you or your company before your clients,
partners, or even competitors do. Sounds pretty simple, but the Internet is a very big place,
this is where smart tactics come into play.
The best tactic to successfully implement this strategy is to use a tool that proactively
monitors the internet for you, always vigilantly watching and monitoring. You need to have
a system in place that will alert you to everything about you and your business that is being
published online on a regular basis.
This may sound like an overwhelming task with so many information sources out there, and
I definitely don't suggest madly searching the internet every day on your own, but there
are tools available that can greatly simplify the process and give you a dashboard that
reports everything that is going on about you online.
So in summary the first step in the DEA process is to have a strategy of proactively monitoring
the internet for mentions of you and your business, and to implement this strategy your
tactic is to use an effective online monitoring tool.
Now before you worry too much about finding such a tool, relax, we have developed one
for you. In fact I think its one of the best, and most cost effective tools available anywhere.
It's called Brand Bloodhound, and is available at brandbloodhound.com. Go ahead and check
it out, but before you do be sure to subscribe to this channel so you can come back and watch
the next two videos about steps 2 and 3 in the DEA process, Evaluation and Action.
I'm Greg Netland, a Reputation Management Specialist. Thanks for watching.