|Have you got an agile brand reputation strategy?|
|Written by Pete Young|
|Tuesday, 08 February 2011 01:38|
This is a conversation that has been going on for a while. PR’s (as perceived guardians of the brand) often feel that they are best placed to position themselves as online guardians as well. SEO’s as guardians of much that is content and search results see themselves as best placed to exploit – and more recently the social media element have placed their cards on the table as best placed to manage clients through these oft murky waters.
This has been a hot topic before with organisations such as Wolfstar and Edelman offering their thoughts and insight into where brand reputations management should lie – however I would add that both may have softened those perspectives in recent years (well the former anyhow). That said I would suggest this is still often a battle I see played out every day in the corporate environment, where we often see many organisations put profit before client needs and requirements.
The answer to much of this lies in an integrated response bringing the core skills of each channel to the table. Gone are the days when a single channel should and is responsible for one part of a clients requirements. Online often means integration, and this often means working with other channels and skillsets. Modern day SEO in particular comprises many elements of other channel media within its framework such as video optimisation, online pr distribution and guest posts – much of which from an offline perspective may have fallen into very different boxes such as TV and PR.
The Battle Over Brand Management
Certainly I would suggest PR still has a very important part to play in the online brand reputation stakes as tone of voice can always will be an important weapon in understanding and responding to particularly issues. However traditionally PR has always approached online with a degree of trepidation and often err significantly on the side of caution. This is where social media with a rich understanding of the online space can come into vogue. Key metrics such as influence can be utilised here to most effectively respond to any potential issues that could come a brands way.
However, we have to remember that not much happens without the prying eye of Google seeing what is going on, and much of this can and does end up back in the search engine results. With the wrong type of wind prevailing this may find itself onto a brands search space and thus further magnify a potential issue even further.
This is where I believe search engines offer something so very different from both the afore mentioned skillsets and something that neither channel has found easy to replace.
Going Beyond the SERP
Increasingly brand is somewhere organisations want to protect, to make their own. Google to a certain extent have made this somewhat easier with the expansion of results where a perceived authority has been identified – often on specific brands. As such this can often mean that much of the real estate above the fold can be protected quite easily however that doesn’t mean one should think that is the job done.
Think about what you say in the first place, and where you say it – if you don’t theres a good chance it may come back to bite you....
|Last Updated on Tuesday, 08 February 2011 07:03|
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