Our client is a global brand. Well-funded international detractors had effectively "taken over" our clients Wikipedia page, caused (and possibly paid for) negative articles to be written and promoted, and did everything possible to turn public opinion against our them.
Our objective was to four-fold:
To solve the problem we used our clients own resources far more efficiently, encouraged like-minded entities to support them, and executed a plan to clean up and defend their branded search results.
We worked with the following parties:
Before beginning our clients online reputation management campaign we executed a research program to understand the sentiment landscape. This involved measuring sentiment, measuring client control of branded search results, and much more. The steps involved are listed below:
When a blogger, journalist, or researcher writes negative content they usually have an honest reason to do so. Other times they are paid or have been provided other incentives to create negative content.
Our client was generous to charities, but they weren't getting search and social visibility commensurate with their giving. We often advise clients to follow a set of best practices outlined in the Reputation X Playbook that direct internal PR teams to ask for certain small things from a charity when providing donations.
Find a path to success. Estimate duration. Understand costs.