Buch, Englisch, 384 Seiten, Format (B × H): 189 mm x 243 mm, Gewicht: 584 g
Buch, Englisch, 384 Seiten, Format (B × H): 189 mm x 243 mm, Gewicht: 584 g
ISBN: 978-1-118-33859-9
Verlag: John Wiley & Sons
More important than ever--how to manage your online reputation
In today's social world, managing your online reputation is more critical than ever, whether it's your company brand or yourself as a brand, and one thing is certain: everyone needs a plan. This essential book shows you how to set up a system that works every day, helps forward your brand's online goals, and is able to deal with negative chatter. Covering everyday listening and messaging as well as reputation management for special events or crises, this book walks you through step-by-step instructions and tips that will help you build and maintain a positive online presence.
* Shows you how to create a solid, productive online reputation management system
* Helps you achieve your brand's goals and be ready to deal with negative chatter or crises
* Explains how to set up an online reputation management and response team
* Covers how to identify and incorporate both everyday and crisis SEO keywords
* Explores reputation creation through listening, messages, images, video, and other media
* Helps you handle crises with social media, bloggers, and other influencers, and respond immediately
Online Reputation Management For Dummies gives you the tools you need to maintain the online reputation you want.
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaft: Sachbuch, Ratgeber
- Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
- Wirtschaftswissenschaften Wirtschaftswissenschaften Literatur für Manager
Weitere Infos & Material
Introduction 1
Part I: Getting Started with Online Reputation
Management 7
Chapter 1: Understanding Online Reputation Management 9
Chapter 2: Determining Your Online Reputation Management Approach 19
Part II: Organizing Your Teams 49
Chapter 3: Creating Your Everyday Team 51
Chapter 4: Recruiting Professionals for Your Crisis Team 75
Part III: Listening Is Love 97
Chapter 5: Choosing Your Best Monitoring Tools 99
Chapter 6: Researching Your SEO Keywords 115
Chapter 7: Setting Up Your Listening Tools 139
Part IV: Establishing Your Reputation 159
Chapter 8: Engaging Easily via Social Media 161
Chapter 9: Claiming Your Brand Online 177
Chapter 10: Creating Great Messages 193
Chapter 11: Tapping In to Focused Interest Groups 209
Chapter 12: Writing Your Way to the Top 223
Chapter 13: Using Visuals to Spread Your Message 243
Chapter 14: Discovering and Inspiring Brand Evangelists 261
Part V: Responding to Crisis: Your Step-by-Step Plan 277
Chapter 15: Managing Escalating Issues 279
Chapter 16: Managing a Crisis 291
Chapter 17: Promoting Goodwill 311
Part VI: The Par t of Tens 329
Chapter 18: Ten Online Reputation Tips for Special Events 331
Chapter 19: Ten Ways to Faceplant Your Online Reputation 337
Chapter 20: Ten Ways to Create Happy Fans 345
Index 351
