Tech Feature: Digital Marketing and Reputation Management
Reputation Management
With success and increased online visibility comes the challenge of dealing with individuals and organizations that are less than enthused about 
your status. The adage of “there’s no such thing as bad press” doesn’t exactly hold true when every negative item (whether fact or baseless accusation) about you and your business is archived on the Internet for anyone to dig up. Add in the preference search engines give to recent, timely content and you are faced with the perfect storm of having your well-earned reputation tarnished by vocal individuals with a negative agenda, seemingly without warning. This can be a nightmare without a contingency plan in place to deal with these situations. This is why Amadeus Consulting offers proactive and reactive solutions to online reputation and crisis management.
Proactive Reputation Management
Amadeus Consulting’s proactive reputation management strategy involves leveraging the content-driven tactics of public relations with the technology and intelligent monitoring of search engine optimization and digital marketing intelligence. Put simply, our approach is to create a steady flow of positive content that is released on a very regular basis. This method improves online reputation by adding timely, industry-specific content to your online properties, thus elevating its perceived value to search engines. To further this effort, external resources are utilized to influence the influencers (journalists, bloggers, academics, etc.) within your specific industry. These influencers are engaged to effectively “spread the word” about your initiatives with the goal of further positioning your executives as thought-leaders in your vertical industry while simultaneously providing third-party validation of your content. Then, opportunities are sought for your executives to “guest post” on external web properties.
While these tactics alone will have a positive impact on your online reputation, our capabilities within the realm of intelligent monitoring clearly distinguishes Amadeus Consulting’s approach. Our intelligent monitoring simultaneously helps identify opportunities to further promote our clients agenda as well as discovering potentially damaging situations early before they grow into something bigger.
Reactive Reputation Management
Just as our intelligent monitoring capabilities help identify positive opportunities to promote your brand, they also serve as our early-warning system of potential threats to online reputation. Whether the source is an individual malcontent former employee or an industry-specific journalist with an agenda, Amadeus Consulting’s intelligent monitoring gives us real-time insights as to the “health” of your online reputation and enables our digital marketing and public relations professionals to prepare and enact appropriate responses on an as-needed basis.
Crisis Management
As crises appear when you least expect them, the most effective means to navigate a crisis is via the execution of a pre-defined response plan that can be enacted at a moment’s notice. Amadeus Consulting’s approach to crisis management involves leveraging the tactics of public relations with the tools of intelligent monitoring to provide the most effective and nimble response.
Being that there is often no more important a time to ensure critical messaging is delivered than during a crisis, in addition to the standard tactics utilized in our proactive and reactive approaches, additional methods are employed in the time of crisis including: leveraging pay-per-click advertising to respond directly to crisis-related search queries (to ensure that official, timely messaging is delivered and available), rapid deployment of micro sites, event-related blogs and social media accounts to further facilitate public access to crisis-related communication as well as the establishment of VOIP-based hotlines to provide quick and nimble responses to non-web-based communication.
If the experiences of other companies have revealed anything, it is the notion that while you are judged by how you communicate your response to a crisis just as much as the actions of the crisis itself, it’s the public’s perception of that response that has the longest-term effects on reputation.
