Bad corporate reputations are all over the news lately -- from the assault of a United Airlines ...
Reputation Management Companies
What to look for, and avoid
How to choose a reputation management company
Just about every public relations or search engine optimization agency claim to be reputation management consultants. Most aren’t. Here's what to look for.
The problem is that some choices of reputation management companies are downright dangerous, others are very good, most are in the middle. This article will help you find the best reputation agency for your needs.
Reputation management scams are incredibly common but very difficult to detect. Sometimes it seems as though there are as many varieties of scams as there are sources of potential embarrassment. In this article, we describe some of them:
- A cheap opening bid followed by rising costs.
- Restriction of access to your own domain name.
- Limited work and unlimited “monitoring.”
- Fake or unachievable guarantees.
- Creating or exacerbating problems to make a firm seem indispensable.
Ask the following questions of any prospective reputation company:
If you are planning to do business with a reputation firm insist on the following:
Do I own any new domains from day one?
Correct answer: Yes.
You must own any domain names they purchase on your behalf. Some people claiming to be reputation specialists will buy domains and then hold you hostage for them later. The last thing you want is for someone else to own your branded domains.
Do you host my websites with other companies you work with?
Correct answer: No.
Some companies will group their clients' web properties (websites, blogs, etc.) on a single web server. When an interested party wants to find out who has been doing reputation building they will find one of the customers on the server and do a reverse lookup to see what other people and companies have properties on the same server. Reputation agencies group clients to save money. Don't let them.
Do you own or control a network of sites?
Correct answer: No.
Many reputation companies build their own websites and then publish client information to those sites. This is a cost-saving measure that is almost impossible to detect in advance by customers, but Google knows about them. These sites are in effect "private blog networks", something banned by Google. Using them causes a "footprint" easily detectable by search engines and a sure sign the company is trying to engineer search results. Instead, make sure the agency you use places all branded web sites and content on individual servers. They'll perform better too.
Do you engage in SEO as part of the service? Can you prove it?
Correct answer: Yes.
The biggest way for a reputation agency to save money is to hold back or eliminate search engine optimization costs. Search engine optimization outreach is the most expensive aspect of reputation management and arguably the most important (great content is a contender too). The way you insist on this is to tell the firm this: "I want DA 30+ links to my branded web properties only and I want you to tell me what they are." This will ensure they are performing SEO on your properties - the best way to ensure long-term online brand success.
The biggest difference between reputation firms
A. Consumer-grade: Based on automation
Different companies have different specialties. Some companies are “consumer-grade,” offering a very basic service that is intended for those who simply need to build a few social media profiles, have no brand competition, and have no real online image problems. These are usually the cheapest ORM companies.
B. Review management companies
Reviews and ratings are only a part of reputation management, and often a small part at that. Many reputation agencies claiming to be the best are really review management firms. They increase the star-rating of review sites for their clients. It's a valuable service and great for local companies, but it isn't complete reputation management. If all you need is reviews then this might be your best bet.
C. Professional grade: relying on experts
Other reputation management firms are geared for higher-level needs, and these perform services in strategy, reputation disaster recovery, review management, and many other sub-specialties. These tend to cost at least a few thousand per month.
Deciding on which one to commit to
The biggest and earliest decision in choosing a reputation management company is deciding what type of company to go with. Companies may specialize in search engine optimization, or they may specialize in public relations, or they may focus solely on managing online reviews.
Choosing the best reputation firm
Choosing the best reputation management firm to handle your issue (or issues) is critical to the success of the campaign. The wrong reputation campaign will either make little to no progress or in some cases make things worse.
Automation-Based Reputation Management
This is the cheapest reputation management option. When you see something like "25 websites created" you'll know it's not a people-based solution but instead an automated one. Automated reputation management tends to work poorly. Most inexpensive reputation companies rely solely on automation.
Using a Search Engine Optimization Company
A search engine optimization company may sound appealing, but SEO companies focus on moving one site up for a product or service-related search term - not brand building.
Using a Public Relations Firm
PR firms are very good at getting press coverage because they have a "rolodex" of publishing contacts. If you just want to get your name out there, and don't need search results fixed, a PR firm is a very good choice.
On the other hand, a public relations firm seeks to enhance exposure and improve image, but it’s not necessarily the place to go when you want a “behind the scenes” watchdog to protect your online reputation.
Most public relations firms are not "technical" to the point needed for true online reputation management.
A Dedicated Reputation Management Firm
A dedicated reputation management firm tends to work quietly and behind the scenes to keep your reputation healthy and strong. The best reputation management firms are a combination of the following:
- A very strong technical background
- Strong content management experience
- An understanding of sales psychology
- Provides custom reputation solutions
- Writes articles like this one :-)
The best online reputation companies execute every campaign differently because every company and individual is different. They utilize up-to-date search engine best practices and data to back up their decisions.
"You will be glad to have Reputation X as a strategic partner."Rosemary Plorin CEO | Lovell
“Reputation X has done an excellent job for our company. They deleted nearly all negative online content placed by a very active detractor, and pushed down the rest.”Ralph Serrano President | Safe Harbor Equity