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April 22, 2009

Online Reputation Management – SEM Synergy Extras

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My guest on today’s weekly broadcast of SEM Synergy was Michael Streko, co-founder of KnowEm.com. KnowEm? launched this week under the banner “thwart social media identity theft” and through the site you can search 120 social media sites for your preferred username and register that name where it is available. Recognizing that the new territory of cybersquatting is social sites, Michael and his partner Barry Wise set out to provide a service that addressed the issue of username and vanity domain ownership.

Individuals and enterprise organizations alike can reap the benefits and ease of multiple registrations for less than $65. It’s a helpful service provided by a team that’s dedicated to growing the functionality to meet the needs of the changing social media environment. Michael assured me that there are many more social media sites to be added and a number of new features in development. But what’s the real benefit of a tool like KnowEm?

crowd blur
Photo by victoriapeckham via Creative Commons

Social Media Blurs the Brand

As Julie Joyce explained in an article on Search Engine Land yesterday, social media has given rise to un-sanctioned brand adoption. While a group of passionate brand evangelists can be a real asset for your company, several profiles laying claim to your brand name can be confusing to users. Competing for your own brand identity can take away reach from that marketing platform and can undermine the potential of link building efforts. You’ve got to snatch up your username and establish its authority.

Social Media is a Speed Demon

cheetah
Photo by law_keven via Creative Commons

On his Convince & Convert blog, Jason Baer says that hesitation or slow reaction time is one of the worst enemies of a company managing its online reputation. Jason asks, “Is the barometer of success in marketing you or your organization’s ability to react the fastest? And if so, how do you staff a company like that?” Solutions like KnowEm, which let you outsource and partially automate the process of username registration, shine in this situation. When two Domino’s employees uploaded a video of themselves doing nasty things to a sub, it was just hours before Twitterers wondered how long Domino’s would wait before it stood up for itself. You’ve got to be quick and efficient in the social media space.

magnifying glass and eye
Photo by Kapungo via Creative Commons

Social Media Magnifies Brand Associations

If you’re not convinced that social media requires company energy and resources, you’re partially right. Creating some positive spin online will have a negligible effect if your customer base is dissatisfied. But in a highly competitive business environment, you can have a top-notch product or service and will likely still rely on the reach and merit of your reputation. Morever, the reputation that you establish — be it positive or negative — will be distributed more widely and will grow exponentially in the online realm. You’ve got to remember that the brand reputation you have will be amplified online.

Those are just three reasons why you need to be an active participant in your online reputation. Luckily, there are tools to help ease the workload. Thanks to Michael Streko for coming on the show and sharing the news about KnowEm.com.





One response to “Online Reputation Management – SEM Synergy Extras”

  1. stephen writes:

    Hello,
    Thanks Virginia for providing such useful information about reputation management.Ya there are many tools which help ease the load. I have tried one and its a good one “The AirCheese”. Its beta version is available on http://www.aircheese.com for free download.



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