Thistle.
4 Key Metrics In
Repairing Your Reputation Online
Peter Daisyme
Ben Franklin said,
"It takes many good deeds to build a good reputation
-- and only one bad one to lose it."
Warren Buffett famously said a similar adage:
“It
takes 20 years to build a reputation and five minutes to ruin it."
If you think about that, you'll do things differently.
Even if you take that quote to heart and try your best to
earn and keep a positive reputation online, it only takes one inappropriate
tweet or one negative review
to bring your positive reputation to a screeching halt.
What do you do when
that happens?
In most cases, you would want to own up to the mistake,
apologize
and initiate a plan to prevent this from ever happening
again.
While it takes some time to repair the damage that has
been done,
you should begin to start seeing some positive feedback
from your attempts to fix your mistake.
During this rebuilding process, you should also be paying
attention to the following four key metrics so that you can monitor how you’re
faring and what adjustments you still have to make.
1. Conversion
metrics
Conversion metrics are an essential part of every online
reputation strategy.
In particular, you want to pay close attention to the
following eight conversion metrics.
Traffic sources:
You should be having visitors coming from a variety of sources
like direct visitors,
search visitors and referral visitors. If your
reputation is damaged, people will be less likely to refer their friends or
family to your business.
New or unique
visitors:
How are new visitors interacting on your site? Are they
just browsing, curious or converting?
Returning
visitors:
What are your returning visitors doing when they come
back to your site?
More importantly, what made them revisit your website?
Interactions per
visit:
Monitor the behavior of your visitors so you can learn
and make the right adjustments.
Value per
visit:
You can calculate this by the number of visits divided by
total value created.
Cost per
conversion:
How much did it cost you to convert a visitor? It could
cost more if you have a bad reputation.
Bounce rate:
This is “the rate at which new visitors visit your site
and immediately click away
without doing anything.” For example, someone may visit
your site
just to see if you’re still operating or what all the
negativity has been about.
They could have this information almost immediately and
then leave your site.
Exit pages.
Go deeper in your analytics to determine where exactly
visitors left your site.
You can easily -- and conveniently -- monitor
these conversion metrics with tools
like Google Analytics.
2. Social-media
activity
This doesn’t mean your latest Facebook post. Social-media
activity metrics examine everything
from how much your audience has grown or decreased and if
people are engaged with your content. You can uncover these metrics by using
Facebook Insights
and visiting the analytics pages on your Twitter or
LinkedIn accounts.
You can also turn to tools Google Analytics, Buffer, FollowerWonk, Klout, Cyfe and SumAll.
Once you’ve taken a closer look at your analytics, you’ll
be able to make more informed decisions that can continue to help you repair
your reputation.
3.
If you want to really understand how you’re viewed
online, poke around review sites like Yelp, Google My Business,
Foursquare and other social media. Are people leaving five stars
or sharing what makes your business awesome? Or, are they
leaving one stars
and stating why they’ll never do business with your
again. It’s a daily task that sometimes
can be discouraging or infuriating, but it’s essential
when examining your online reputation.
Thankfully, there are a number of ways in which you can
find out what people are saying about you and your brand by setting up a
Google Alert and using tools like
Social Mention, Hootsuite, Trackur and ReviewPush.
4. Google
autocomplete
When you search for your brand, what terms appear?
Hopefully, the terms that appear
will be the branded keywords that you want to be known
for when you started a marketing campaign. And, in a perfect world, you would
also turn up positive results like "best" or "favorite."
But, what if you receive negative autocompletes like "rip off" or
some other controversy?
Dan Virgillito suggests on Search Engine People that
you:
Own the search term. Create mini sites that contain the
search terms
so that you can tell your side of the story or address
the issue.
Investigate.
Find out why these negative terms began to appear if
you’re not already aware of the origin.
Don’t manipulate the terms. You’ll end up causing
more harm than good.
Outrank.
Promote your positive content so that you can bury the
negativity.
Remove.
This isn’t an easy task to achieve.
But, you can report offensive predictions to Google or
argue that you were filtered incorrectly.
Again, if you’ve set-up a Google Alert or look carefully
at your analytics,
you’ll have an easier time in identifying any negatives
from Google Suggest.
https://www.entrepreneur.com/article/270741
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