Posted by Shannon M. Wilkinson, November 18th, 2013
As outsourcing of branded content grows, for-hire writers of branded content for the Web are finally coming into their own. So are digital management companies. Both reflect the importance of the Internet as an image management platform.
The biggest player in this shift is Content.ly, a content provider with a large stable of Fortune 500 clients and a reputation for attracting professionally established writers. Read the rest of this entry »
Posted by Shannon M. Wilkinson, November 5th, 2013
As noted in this New York Times article, Jeff Bezos hasn’t made a statement about the new biography about him and his company…but his wife has.
Mackenzie Bezos, an author whose education spans Hochkiss and Princeton, made her feelings known on the Amazon page for the biography. She used her own name to do it. It isn’t surprising that the review has garnered significant attention. But that attention has included discussion of the content of her review, too. By stepping up and using her name in what is most often an anonymous forum, she earned her views a mainstream forum. In a world where anonymous reviews prevail too often, her willingness to step up to the plate is a role model in transparency.
Posted by Shannon M. Wilkinson, October 28th, 2013
Search engine optimization is a lynchpin of effective online reputation management. In this video posted by Search Engine Journal, Google’s Matt Cutts discusses how the tech giant has changed its search engine algorithms to reflect the preponderance of online reputation management (ORM) in the marketplace.
Bottom line, Google has gotten very good at discounting attempts to game search engine results (“black hat” SEO tactics). At the same time, they have gotten even better at bringing the highest quality and most relevant sites to the top of search results.
What do these changes mean for ORM? The time when a campaign could succeed without a good content creation strategy is over.