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Online Reputation Management For Dummies

ISBN: 978-1-118-33859-9
384 pages
October 2012
Online Reputation Management For Dummies (1118338596) cover image
More important than ever--how to manage your online reputation

In today's social world, managing your online reputation is more critical than ever, whether it's your company brand or yourself as a brand, and one thing is certain: everyone needs a plan. This essential book shows you how to set up a system that works every day, helps forward your brand's online goals, and is able to deal with negative chatter. Covering everyday listening and messaging as well as reputation management for special events or crises, this book walks you through step-by-step instructions and tips that will help you build and maintain a positive online presence.

  • Shows you how to create a solid, productive online reputation management system
  • Helps you achieve your brand's goals and be ready to deal with negative chatter or crises
  • Explains how to set up an online reputation management and response team
  • Covers how to identify and incorporate both everyday and crisis SEO keywords
  • Explores reputation creation through listening, messages, images, video, and other media
  • Helps you handle crises with social media, bloggers, and other influencers, and respond immediately

Online Reputation Management For Dummies gives you the tools you need to maintain the online reputation you want.

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Introduction  1

Part I: Getting Started with Online Reputation

Management  7

Chapter 1: Understanding Online Reputation Management 9

Chapter 2: Determining Your Online Reputation Management Approach 19

Part II: Organizing Your Teams  49

Chapter 3: Creating Your Everyday Team 51

Chapter 4: Recruiting Professionals for Your Crisis Team 75

Part III: Listening Is Love  97

Chapter 5: Choosing Your Best Monitoring Tools 99

Chapter 6: Researching Your SEO Keywords 115

Chapter 7: Setting Up Your Listening Tools 139

Part IV: Establishing Your Reputation  159

Chapter 8: Engaging Easily via Social Media 161

Chapter 9: Claiming Your Brand Online 177

Chapter 10: Creating Great Messages 193

Chapter 11: Tapping In to Focused Interest Groups 209

Chapter 12: Writing Your Way to the Top 223

Chapter 13: Using Visuals to Spread Your Message 243

Chapter 14: Discovering and Inspiring Brand Evangelists 261

Part V: Responding to Crisis: Your Step-by-Step Plan 277

Chapter 15: Managing Escalating Issues 279

Chapter 16: Managing a Crisis 291

Chapter 17: Promoting Goodwill 311

Part VI: The Par t of Tens  329

Chapter 18: Ten Online Reputation Tips for Special Events 331

Chapter 19: Ten Ways to Faceplant Your Online Reputation 337

Chapter 20: Ten Ways to Create Happy Fans 345

Index  351

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October 29, 2012
Online Reputation Management For Dummies

John Wiley and Sons, Inc. today announced the publication of Online Reputation Management For Dummies(Wiley, 978-1-118-33859-9, October 2012, US $24.99), an essential guide for anyone that manages a company’s or personal brand.  In today's ultra-connected world, managing an online reputation is more critical than ever and one thing is certain – everyone needs a plan. With the legendary For Dummies® friendly and informative format, this new book shows readers how to set up a complete reputation management system that works every day, helps move a brand's online goals forward, and empowers readers to deal with negative chatter.

 

Written by social media thought leader, Lori Randall Stradtman, Online Reputation Management For Dummies is packed with expert tips and proven best practices that will help any business create a solid, productive online reputation management system and will enable them to prepare for a variety of online communication issues.  Covering every day listening and messaging strategies, as well as reputation management for special events, Stradtman walks readers through step-by-step instructions and tips that will help them build and maintain a positive online presence.  Online Reputation Management For Dummies fully explains how to:

  • Create a solid, productive online reputation management system
  • Achieve a brand's goals and be ready to deal with negative chatter or crises
  • Set up an online reputation management and response team
  • Identify and incorporate both every day and crisis SEO keywords
  • Explore reputation creation through listening, messages, images, video and other media
  • Handle crises with social media, bloggers, and other influencers and respond immediately

For anyone with a brand or reputation to build and protect, this is the essential guide that provides the tools needed to maintain a desirable online reputation. Online Reputation Management For Dummies is now available for purchase online and at retailers nationwide in both print and all e-book formats. For a list of retailers, visit www.dummies.com/buy/9781118338599.

 

Praise Quotes:

"It's such a pleasure working with Lori! She thoughtfully interviewed my clients for the most accurate information possible and then tailored a strategy that fits their needs exactly, both now and in the future as they continue to grow. I look forward to working with her regularly and recommend her to anybody looking to create a solid social media/crisis management strategy and training for their organization."

Donnetta Campbell, Chief Innovation Officer of The Barn Yard Group Digital Media Agency, serving Fortune 500 companies

 

"In these rapidly evolving times, Lori provides expert analysis, action plans, and training that is top notch. I recommend her without hesitation
to any startups and non-profits
that wants expert help managing online executive visibility, thought leadership platforms, reputation building, crisis and issues management, and organizational social media policy."

Mary Jane Walker, Senior Vice President, Corporate Healthcare at Weber Shandwick

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