“Online reputation management.” Even if you’ve never
heard this phrase before, you probably have a good sense of what it means. The
first part (“online reputation”) is easier than ever for you or anyone else to
find — just search for your camp’s name in Google.
Finding your
online reputation is easy due to two main factors:
Google is smarter than ever before. It features search
results based on local factors, can autocomplete user’s searches while they
type (called “Google Instant”), and tirelessly crawls the massive number of
social networking sites now available.
Local review pages and social networking sites have made
it easier than ever for customers and staff (current or former) to rant or rave
about your camp online.
The first step in managing your reputation is to be
proactive and put your name out there first: “If you don’t have a Web presence,
it’s much more likely that if someone posts something negative about their
experience with your business, that review is actually going outrank you for
your business name. And everybody loves to click on something that’s negative,
so it’s much more likely that your customers will see that. Through repeat
clicks and searches, it will actually cause that negative review to rank even
higher.”
Claim your business on sites like Google Places. That
way, your camp’s name appears in the results if someone searches for camps in
your area.
he next step is to register the domain name of your Web
site. “Even if you don’t have a big site with a whole lot of moving parts and
lots of pages or any other flashy features, as long as you have one page with
accurate contact information, as well as accurate hours, and an accurate
description of your [camp], that’s going to help,”
After claiming your username, fill out your profile on
each network. And just like your Web site, make sure you’ve included accurate
contact information. “A lot of problems online are caused when someone doesn’t
have the means to contact you — the phone number is out of date on your Web
site, or the Web site is broken, or something else. And that’s when they turn
to other sites to make a complaint, because they weren’t able to get ahold of
you,”
Consider linking your social network accounts to your Web
site, and vice versa. This practice is called cross-linking. Linking to your
Web site in your Twitter bio, for example, allows a follower to seamlessly find
more in-depth information about you; and linking to your Twitter account from
your Web site allows customers to easily find and follow your witty tweets.
Another way to be proactive about your online reputation
is to create positive content. For example, press releases are a great way to
get your name out there. Just keep in mind that, lately, Google has been
favoring fresh results. That means something that has a date attached to it — a
press release or a news result —will typically show up in the search results
when it is new. As the news dies down, however, it will actually fall out of
the search results. So also try to create long-term, static content that does
not have a date associated with it.
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