March 23, 2021
Learn how to improve your company’s online reputation with our host, Jason Mudd. Jason is the managing partner of Axia Public Relations.
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Five things you’ll learn from this episode:
How online reviews compare to your online reputation
Steps to auditing your company’s online reputation
The importance of domain authority
What you can do offline to improve your online reputation
How to find the right agency to help improve your company’s online reputation
“The idea of online reputation management is making sure you have that positive first impression when someone is ‘window shopping’ your brand on the internet.” — @jasonmudd9
“Make sure you’re investing in optimizing pages that will rank higher more organically and naturally because of their domain authority.” — @jasonmudd9
“By improving the offline part of a business, we’re able to help improve the online portion of a company’s reputation.” — @jasonmudd9
“You didn’t earn a bad reputation instantly or overnight, so don’t expect a positive reputation to develop overnight.” — @jasonmudd9
If you enjoyed this episode, would you please share it with others and leave us a review?
About Jason Mudd:
Jason Mudd, APR, is a trusted adviser and dynamic strategist for some of America’s most admired brands. Since 1994, he’s worked with American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. He founded Axia in July 2002.
Clients love Jason’s passion, innovation, candor, commitment, and award-winning team. In an increasingly tech-forward world, Jason’s grasp of technological demands on companies provides his clients in multiple sectors a unique advantage toward reaching their top audiences. After teaching himself HTML in 1994, Jason helped pioneer internet marketing strategies as an early adopter of e-commerce, SEO, and social media, inspiring tech giants like Yahoo.
At Axia, Jason attracts, develops, retains, innovates, and leads top PR talent and clients. He oversees strategic communications for the firm’s national clients and provides high-level consultations to client leadership teams at billion-dollar global brands, both business-to-business and business-to-consumer, including spokesperson training, crisis communications management, analytics, social media, online reputation management, and more. He also speaks frequently to corporations and industry groups and writes about public relations trends and best practices for American City Business Journals and other national businesses.
Guest’s contact info and resources:
On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.
We are thrilled to have Burrelles sponsor our solocast episodes. Thanks to Burrelles for its support. Burrelles has a special offer exclusively for On Top of PR fans. Check it out at burrelles.com/ontopofpr.
About your host Jason Mudd
On Top of PR host, Jason Mudd, is a trusted adviser and dynamic strategist for some of America’s most admired brands and fastest-growing companies. Since 1994, he’s worked with American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. He founded Axia Public Relations in July 2002. Forbes named Axia as one of America’s Best PR Agencies for 2021.
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- Welcome to another episode of On Top of PR. I'm your host, Jason Mudd. And today, we're talking about what's the difference between online reviews and online reputations? I'm so glad you joined us, and this is gonna be a great episode. So tune in, and if you like what you hear, be sure to subscribe and get notified when we have new episodes.
- [Announcer] Welcome to On Top of PR with Jason Mudd, presented by ReviewMaxer.
- Hi, this is Jason Mudd with Axia Public Relations. You are listening to or watching, depending on what you're doing, On Top of PR, where today we're having a solo cast. That's just you and me. And we're talking about a topic I think that is relevant to you. And so, today we're talking about company reputations, and specifically, what's the difference between online reviews and online reputation? So let's break it down. So we're all familiar with Yelp and leaving online reviews on Facebook and other platforms. And so, to be very candid and simplify it, when you're worried about online reviews, those are actually your reviews and this number of stars that you get, or the number of reviews that you have on your social media or on some kind of website that is looking for reviews. Now, this might include Glassdoor or Indeed, where you have employee reviews, or again, it might be customer facing or client facing reviews, such as Healthgrades or Yelp or Facebook, even for your products on Amazon and other places. So those are online reviews, pretty straightforward, where somebody actually giving you a score or rating, a number of stars or whatever. And there are hundreds, hundreds of websites that accept customer reviews, employee reviews, and client reviews. So if you can think of a website that takes reviews, you probably wanna start managing it and monitoring whether it's unique to your industry or unique to any general consumers. There are tools to monitor and manage your online reviews. Our podcast and our organization is associated with ReviewMaxer, ReviewMaxer is one of the sponsors of this podcast. Axia Public Relations created ReviewMaxer years ago to help out a client in the financial services space who was having a challenge with their online reviews. And then we since were able to deploy that to our clients all over the U.S. and even the world for that matter. Interestingly, about ReviewMaxer, is that it works with any review platform that's out there, it works in multiple countries, and it's just a great and powerful tool to have in your arsenal to, again, monitor and manage and improve your online reviews. Where things get a little more complicated is online reputation management and managing your reputation. And so I was just talking to a contact of mine immediately before this recording. And she was telling me about how her company has run into an issue because they have a similar name to a company in a completely different industry and in a completely different geography who is currently involved in a lawsuit or litigation. And so, when one of her clients is searching up that company name, they're seeing this lawsuit and their concern that they are doing business with a company who's being sued. And that would be a perfect example of the difference between an online review and online reputation. In this particular case, you've got a reputational issue where there's search results on Google or some other search engine that are unfavorable. And you wish that that would either go away or there was some clarity separating between you and this other company. And so the idea of online reputation management is making sure you have that first, that positive first impression when someone is "window shopping" your brand on the internet. And so obviously Google currently is the most popular search engine. And so companies are obviously concerned about their online reputation and what people see on the first page of Google. And more importantly, the first half of the first page, and then the second page, third page. And then after that, I don't know who's digging that deep because the search engines are that good that you don't really have to go that far to usually find what you're looking for. Certainly, there's Yahoo and Bing and other search engines out there that are important, but most people are concerned about Google because of the amount of market share that Google gets to enjoy. As I'm guiding clients through this process, there are several steps we recommend. One is to kind of do an audit to see what are the first 10 results on Google when you're searching for your company's brand name? What of those 10 do you like? Which of those 10s are you neutral on? And of those 10, which ones do you consider to be negative? And then I'd start assigning percentage. So let's say there are three positive things, four neutral things, and three negative things. Then, I would put those into columns or a list. And I would sort that list by the ones you think are, again, positive, neutral, and negative. And I would work to replace those negatives with content that you think is either positive or neutral. Now, you might say, Jason, why would you say positive or neutral instead of just positive? Well, the answer is domain authority. So how likely is it that a positive or neutral content is gonna outrank the negative content? And so, you wanna make sure that you're investing in optimizing pages that are gonna rank higher more organically and naturally because of their domain authority. Domain authority means how much clout does this domain have according to independent third party? So obviously Google has a lot of clout, CNN has a lot of clout, sites that are getting a lot of traffic and that are producing content that people wanna consume and that aren't, don't have a reputation for producing poor content or reputation for stealing content, or maybe even violations for being a domain that spams. So domain authority and domain score is important. And so obviously you want to invest in the sites that are gonna out perform. So for example, we recently had a client who didn't like something that was being said about them on complaintsboard.com or maybe in your business it's Ripoff Report or pissedcustomer.com. Well, those are pretty popular sites, but Facebook, for example, would be more popular. And so might Wikipedia and Instagram or Twitter or something like that. So you might wannna invest resources in trying to optimize those pages that are kind of shared pages and optimize the pages that are owned pages. So let me clarify, if you're watching the video, you'll see in the bottom right, I think it's you're right, 'cause it's my right. So maybe your left. But the news, social, and web at the bottom. So if you think of news, news is like earned media where you earn the media attention through either pitching it or doing good things, or maybe you earned it by doing bad things, but it's called earned media because you're in the news. And then social is obviously, social media also known as shared media. And then web media is kind of also known as a owned media, meaning that it's content that you actually own. So if you think about it, news is something you earn, social media is shared where there's a give and take between the community. It might be your Facebook page, but it's owned by Facebook, not you, and others can jump in and leave comments. They can leave negative reviews, that would be shared media. And then web media is your own website that you have, for the most part, complete control over. And then to that end, so like Wikipedia would be considered a social media site or shared media, I mean, site, as would the different Yelp and other channels to leave reviews. And so, anyways, I was saying, what you want to do is try to identify the negative content. And when you're identifying the negative content, go ahead and copy and paste into your file the URL for this negative content. And then go ahead and get screenshots, whether it's a PDF or other way to capture the screen, that's what I would do. And then I would stop visiting those websites and instruct people that work at your organization to stop visiting those websites. Because the more traffic those websites get, the more likely they are to increase their authority, increase their status and relevancy because Google is watching to see what sites are popular, what sites get the most traffic, and the sites to get the least amount of traffic move down in the search engine optimization or the page rankings. And so you want to make sure that your content is moving down on those page rankings that you don't wanna have appear, and that the content you wanna have a peer is moving up on those rankings by getting more traffic and more engagement.
- [Announcer] You are listening to On Top of PR with your host Jason Mudd. Jason is a trusted advisor to some of America's most admired and fastest growing brands. He is the Managing Partner at Axia Public Relations, a PR agency that guides news, social, and web strategies for national companies. And now, back to the show.
- [Announcer] This has been On Top of PR with Jason Mudd, presented by ReviewMaxer.