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What is the Internet Saying About You? Online Reputation Management Thomas F. Dock, BS, CVJ Veterinary News Network Board of Certification, American Society of Veterinary Journalists

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Protecting your reputation online is very important. Our recent lecture at the Oregon VMA meeting showed that...

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  • 1. Online Reputation ManagementThomas F. Dock, BS, CVJ Veterinary News NetworkBoard of Certification, AmericanSociety of Veterinary Journalists

2. Why Online Reputation Mgt? In this world of universal, instant and fairlyanonymous communications using the Internet andespecially social media, both good and bad things canhappen. As we saw last hour, some people, fairly or not, willuse this medium to complain about your service orfacility to the same huge audience. On your businesssite or social media pages you have good control, andthis is fairly easy to contain But on other large commercial ratings sites such asYelp, City Search or Yahoo Local it appears you havelittle control and are at the mercy of someunreasonable people 3. Why Online Reputation Mgt? One third to one half of all businesses failed torespond to client concerns at all! Businesses that chose to respond to onlinecomplaints and concerns have a much higherretention rate for clients 18% of upset customers reverted to happy,positive and regular clients 1/3 of those went back to repost positivereviews 1/3 more REMOVED NEGATIVE POSTS!! 4. Respond Quickly First try old fashioned customer service Respond to recent complaints LockTite, United Airlines (x2) Satisfied clients ask for positive reviews Sometimes all you can do is apologize andleave the conversation Who are you dealing with? One time complainer? Multiple complainer? Alert CNN complainer? Loyal Customer, first complaint? 5. Steps for Protecting Your Online Reputation Always be listening! Find the reviews! Claim ownership on review sites Respond as quickly as possible Use keywords to create positive cloud inyour responses Take offline if necessary Remove offensive or falsified reviews Use existing sites to move negative reviewsdown in search engine results Dont worrythere will be lots of pictures!! 6. Listen! Google Alerts/Search engines Twitter Social Mention Techorati Sproutsocial ($)Review sites like: Yelp / Yahoo Google Places CitysearchKeep Track of Comments: Word or Excel Record of actions 7. Reputation Management: Step 2 Find all complaint sites that havereviews about you and claim yourbusiness. Without this you have novoice! Be sure good key-words in descriptions 8. Add City Search Owner claim 9. Step 2: Remove ReviewsYelp: look up your hospitalred flag reviews, inappropriate or false 10. Google Places: flag as inappropriate 11. City Search: flag when logged in reportabuse 12. Dueto Yelps rankings among the searchengines, our doctor was very worried thatthis would NEVER go away. We looked at the review (10 days old atfirst review) and tried to make a plan. Can we counteract this review? Is it correct or not? Should we contact this reviewer to try and rectify this situation? 13. Afterdiscussion, the practice attempted to find out what led to this poor rating Review of medical records and appointments from the time frame in question. VNN reviewed the reviewer 14. Afterspending time on Yelp, VNN noted thatConnie L generated more than 100reviews in just under a 7 month time frame(about 3 per week). Her profile was geared towards promotionof her books, blog and website. Multi-level marketing, residual incomes, etc She is a member of the Yelp Elite Squad We created the Yelp Elite Squad as a way ofrecognizing the most passionate Yelpers thatmakes our community so funny, useful and cool!Yelp Elites get a nifty annual badge on their Yelpprofiles, and have the opportunity to get invitedto exclusive local events and parties hosted byYelp, where you can meet fellow Yelpers. 15. Client had not been to the practice in more than 10 years when it was under different ownership. Current owner remembers the rude receptionist mentioned in the review and she had not worked there for 8 years. Reviewerwas not the actual client, her daughter was. 16. Routinely checking search engines for yourhospitals name (and even your doctors names)can help find these types of reviews. Tip of the Hourgo home and do this tonight! Plan monthly searches to stay on top of things. Dont fear the bad review If you have done your due diligence (i.e. you know youhave great customer service, etc) and you tried to reach outto resolve the issue, the other side of the story will comeout. One person who gives you a bad review among severalglowing reviews will be seen for the person that they are. Importance of a website! 17. Step 3: Move Them Down! Using your web sites or blogs to movehigher with key word rich content Depends on your key words withinhospital name Social media helps - active Facebookand Twitter accounts help! 18. Confirm You Are Known See if you are indexed Site:myvnn.com and see results Use Webmaster tools from Google andBing Google.com/webmasters Bing.com/toolbox/webmaster 19. Up-To-Date Content Dynamic content (where?) Multi-media content Practice web site update (2X / month) Social sites update (2-3X/ week) 20. www.MyVNN.com 21. Become A Certified Veterinary Journalist!American Society of Veterinary Journalists www.ASVJ.org 22. Contact Information:Tom Dock, CVJ [email protected] 719-495-7065www.MyVNN.com