Live: Social Media, Search & Reputation Management

Oct 7, 2009 - 12:40 pm 0 by
Filed Under SMX East 2009

Below is live coverage of the Social Media, Search & Reputation Management from the SMX East 2009 conference.

This coverage is provided by Barry Schwartz of RustyBrick & Justin Davy of

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Social Media, Search & Reputation Management(10/07/2009) 
12:52 Justin Davy:  Brent is up first
12:52 Justin Davy:  It's always a nightmare to get attacked even if you DESERVE it. Brent is going to discuss how you can come out of it.
12:54 Justin Davy:  Social media can come to the rescue.

Professional Networking Sites
  • Linkedin
  • Naymz
Social Networking
Social 'Media'
  • Flickr
Social Aggregation
12:54 Justin Davy:  Social media is taking over so its good to make sure you have visibility in these sites in general.
12:54 Justin Davy:  Many of the sites in the top 15-20 in traffic are social media websites
12:56 Justin Davy:  With social aggregation sites its about quality. You can't simply submit your "about me" page and think that will work. You need to think outside the box.
12:56 Justin Davy:  Using Social on Social. Submitting Twitter to Social aggregation sites
12:57 Justin Davy:  Sharing the Delta Airlines safety video - tons of views on YouTube (still needs to be interesting however) It all links back to your profile
12:58 Justin Davy:  Wikipedia is a great doorway page. Upload an image and it ties back to your website.
12:58 Justin Davy:  Flickr is recommended for images
12:59 Justin Davy:  You can even write questions and answer them yourself on Yahoo! Answers
12:59 Justin Davy:  Keep it edgy and interesting
12:59 Justin Davy:  Link to your Social Submissions
1:00 Justin Davy:  You see a lot of digg results in Google. Sharing Michael Jackson Death digg submission example outranking MTV in Google results
1:00 Justin Davy:  Launch a social campaign. Ikea Hacker is an example
1:01 Justin Davy:  The idea isn't to create something viral but to think about what users like. People like modifying things for example.
1:01 Justin Davy:  GM FastLane Blog is a good example of ranking well and leveraging social.
1:02 Justin Davy:  Submit 3rd Party Content. It doesn't always have to be yours.
1:03 Justin Davy:  Chris is up next from KeyRelevance
1:04 Justin Davy:  Yikes Chris was in a small taxi cab accident this morning so he's warning us he might spaz :P
1:06 Justin Davy:  There's a few ways to handle rep management issues online:

  • Pushing negative content off page one of SERPs
  • Generating Strong Neutral / Positive Content
  • Filing Complains to remove negative content
  • Link building to push up good content
1:07 Justin Davy:  Seek out strong ranking sites to push down negative content. Leverage wikipedia tied back to a particular subject
1:08 Justin Davy:  Wikipedia Tactics:
  • Article about the company/brand
  • Other articles pertaining to brand name
  • Generate unrelated article for coincidentally identical name
  • Provide wikimedia commons photo
1:09 Justin Davy:  Article about company brand:
  • Subject must meet minimum notability reqs.
  • Ask established wikipedia to author
  • Must be written with Neutral P.O.V.
  • Have reference citations
  • Categories to rank quickly
1:09 Justin Davy:  Again this is all tied back to Wikipedia
1:09 Justin Davy:  Wikipedia articles rank well/fast!
1:11 Justin Davy:  Leverage a well ranking celebrity that may have made references to your brand in the past and link to that page.
1:13 Justin Davy:  If you have a subject that doesn't merit a wikipedia article to itself you could create a bogus article in wikipedia that doesn't tie back to anything. Problem is, it took a life of its own and it ended up being promoted to the homepage of Wikipedia.
1:14 Justin Davy:  If you can add content and value to Wikipedia articles such as images, they look good upon that
1:15 Justin Davy:  Negative Content within Wikipedia

  • Is it Cited? If not, request deletion
  • Is it slanted? Request change due to goal of neutra P.O.V.
  • Is page repeatedly defaced? Request lock on edits
  • Is it minor? Request removable as non-noteworthy
1:16 Justin Davy:  You can also search within Google news for a particular keyword and link build to that. Google has already found it relevant.
1:17 Justin Davy:  Rhea is next up
1:19 Justin Davy:  Sharing example of her old employer making a webpage to make a competitor look bad. Had the competitor name in the domain and it worked well.
1:20 Justin Davy:  It got them a lot of exposure.
1:21 Justin Davy:  Bad things are going to happen "David Letterman" example
1:21 Justin Davy:  Consumers trust in brands has fallen from 52% in 97 to 22% in 2008

Takes 4 years to recover from negative brand perceptions
1:22 Justin Davy:  What they have in common:
  • No line of defense
  • Don't want to speak up
  • No intention of fighting the wrong
  • They're making the problem worse
  • Tough Industry
1:24 Justin Davy:  Some brands want to fix it but are afraid to address the problem. You need to use PR, Search Results, Blog etc...
1:26 Justin Davy:  Leverage citations within Wikipedia, you can see an overnight jump
1:28 Justin Davy:  Online reputation management requires a bit of OCD. Keep checking the search results and work on improving your good and hiding the bad
1:30 Justin Davy:  Use knowem to see if your company name / brand name / personal name is available.
1:31 Justin Davy:  Social Profile Optimization:

  • Use your company name as your username
  • Company name used as the vanity URL whenever possible (anchor text)
1:31 Justin Davy:  Company name/Keywords within the profile page description

Company contact information as well
1:32 Justin Davy:  Use dash-separated keywords in profile picture
1:32 Justin Davy:  Keep profiles active and fresh

  • Add friends
  • Join Groups
  • Leave Comments
1:33 Justin Davy:  Use social profile links (sharing mixx as an example)
1:34 Justin Davy:  As your profiles start populating the search results then start link building to them to help them rank better.
1:35 Justin Davy:  You'll want to monitor and track the comments on your social media profiles for negative comments and not allow things to spin out of control.
1:38 Justin Davy:  Social Monitoring Tools
  • Buzz/trends
  • Blogs
  • Email Alerts
  • Social Conversation
  • Forums (leverage advanced search which shows tweets based on emoticon) and for forums
1:39 Justin Davy:  Marty is up next
1:41 Justin Davy:  Sharing a recall experience from the U.S. FDA 3 Days to Mobilize
1:41 Justin Davy:  First thing you do is explain personalized search for key executives
1:42 Justin Davy:  Figure out your current assets including Website, Facebook Profiles
1:43 Justin Davy:  Pre-preparred content network targeting strategy
YouTube Channel
PRWire & other press release services
Digg etc..

Plus lots of Money
1:44 Justin Davy:  Define Filtered KW monitoring grid
  • Danger associations
  • Confirm general keyword monitored "brand sucks"
  • (18-24) keyword phrases
1:44 Justin Davy:  Solidify & distribute grid to stakeholders
1:45 Justin Davy:  Let the world know that the brand is listening to those channels and that your there to serve them.
1:46 Justin Davy:  Coordinate across all channels
1:49 Justin Davy:  There should be a d-load link for this presentation at the end. Little hard to keep up with Marty but his information is outstanding.
1:50 Justin Davy:  The most important thing you can do is to have a Defense in place
1:50 Justin Davy:  his website is



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