Our client is a global brand. Well-funded international detractors had effectively "taken over" our client's Wikipedia page, caused (and possibly paid for) negative articles to be written and promoted, and did everything possible to turn public opinion against them.
Our objective was four-fold:
To solve the problem, we used our client's 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 client's 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. It directs internal PR teams to ask for certain small things from a charity when providing donations.These requests involved the development and publication of press releases by the charity that were structured in a certain way, multiple timed social media posts by the charity (rather than just one), specific additional content being added to the charity's website, and more.
Find a path to success. Estimate duration. Understand costs.