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Online Communication V
Online Reputation Management, Crisis Management,
Risk Management, Social CRM

Dr. Cem Cinlar

10.12.2012

Online Communication Lesson 5 Cem Cinlar

Content
Online Reputation
Online Reputation Management

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Q

Is reputation a value?

Value of what?

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Online Communication Lesson 5

Reputation

- overall quality or character as seen or judged by people
in general
- recognition by other people of some characteristic or
ability
<has the reputation of being clever>

- a place in public esteem or regard : good name
<trying to protect his reputation>

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Digital Footprint

Your digital footprint is
everything on the
Internet that is about you.

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Digital Footprint

- Your blog or website
- A profile or your profile on Facebook, Google+ or
Linkedin, etc.
- Photographs or videos, shared or posted online about
you
- Anything you have written or that has been written on
discussion boards, blogs, or in articles about you.

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Digital Footprint
Advantages
- Build a positive online presence
- Control the information about you
- Share your CV on professional networks
- Expand your range of contacts
- Access to potential employers
- Update your profile in a cost- and time-effective way

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Digital Footprint
Advantages
- Some sectors may expect you to have a digital footprint
- Show your creativity
- Add your reviews for positive online presence
- Share your special content about your experience
- Position as a opinion leader
- Create e-portfolio

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Digital Footprint
Attention (while you enhance your digital footprint)
- Consider your knowledge
- Compare ‘‘cost x time’’ effectiveness
- Add value
- Trend or hype
- Effects on search engines
- Check neccessity

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Digital Footprint

Make sure (while you enhance your digital footprint)
- Your personal and professional life are separated
- Change your privacy settings
- Not to use fake personas
- Not forget to be sincere, polite and respectful
- Effects on search engines
- Check neccessity
- Results are reachable for everyone

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Digital Footprint

Make sure (while you enhance your digital footprint)
- Avoid sharing (post, tag, interview or article)
- Personal information
- Business secrets
- Information (permission) or potential problems about your
friends, family members, colleagues or competitors
- Inappropriate language, ill-advised comments or jokes
- Violation of any rights

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Learn your rights

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Learn the laws

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Reputation Value
What are the most important subjects of reputation?

Why do you enhance your online reputation?

How do you enhance your online reputation?

How do you analyse your online reputation?

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Take or buy relavant
Account & Domain Names

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Online Reputation
Management
Life Cycle
‘9 Steps’ by Cem Cinlar 2012

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STEP 1:
Monitoring
Yourself(brand or product), competitors, rivals, opinion or sectoral leaders, etc.

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STEP 2:
Analyse
Learn who, what, where, when, why, how!

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STEP 3:
Free Fields - Situation

Spoken & unspoken areas & subjects, actions - reactions, etc.

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STEP 4:
Decision
Your knowledge, positioning, etc.

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STEP 5:
Planning
What, where, when, why, how!

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STEP 6:
Feeding
Your knowledge, materials, content, positioning
Use SEO, testimonials, etc.
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STEP 7:
Linking
Expand awareness, use potential and related areas, etc.

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STEP 8:
Monitoring
Situation assessment & keywords check, etc.

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STEP 9:
Replanning
Re-evaluate: What, where, when, why, how!

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Why do I need ?
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- Take proactive action
- Listen to your current and potential customers
- Respond or change the direction of the conversation
- Identify the negative issues
- React as quickly as possible to a potential crisis
- Prevent, manage and repair crisis
- Promote positive company and executive information

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The potential cases of

Online
Reputation
Management
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Online Reputation Management Cases

- Squatted usernames
- Squatted domains
- Doppelgangers
- Job changes
- Name changes
- Negative comments or content
- Defamation (law / free speech)
- False information (opinion or statements)
- Fake profiles

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Online Reputation Management Cases

- Trademark infringement
- Online news, reviews & interviews
- Legal documents
- Complaints & complaints sites
- Competitor attacks
- Hate sites & threats
- Personal scandals
- Corporate scandals
- Industry perceptions

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Who cares
reputation ?
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Online Reputation Management is for

- Consumers
- Business partners
- Stock holders
- Marketers
- Journalists
- Prospective employers
- Co-workers
- Potantial employee
- Personal contacts

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Tools (A to Z)
- BoomSocial.com - ReputationDefender.com
- BoomSonar.com - SamePoint
- Delicious - Socialbakers.com
- FindMeOn.com - SocialURL.com
- Google Alert & Adwords - Versionista
- Google Analytics & SideWiki - Technorati
- Keotag.com - Venyo.org
- Klout - Wikipedia & About.me
- Knowem & Namechk - Yahoo! Site Explorer
- Naymz.com - Zoolit.com
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If necessary*;
conversation is
the first,
* Evaluate the situation, you don’t need to give answer all
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Call out lawyers
as the last
option!
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Thank you.
Please kindly find the presentation :

www.slideshare.net/cemcinlar
Facebook.com/cemcinlar
Twitter.com/cemcinlar
Foursquare.com/cemcinlar
Linkedin.com/in/cemcinlar

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