Reputation Management
Online Reputation Management Course Modules
Introduction
The Early Social Networks
TThe Pushback Begins
TA Big Boost from an Unlikely Source
TWhy Does This Matter?
TThe Backlash: Measured and Formalized
TWhich Brings Us to Trust
The Marketer’s Dilemma
TThe Roots of Avoidance
TEarly Online Word-of-Mouth
TThe Social Web Blooms
TNielsen Shows the Way
What Is Online Reputation
Is Reputation Defined
Is Reputation Placed Accurately?
Social Media and Marketing
Social Media as a Guidepost
Social Media’s Impact on the Purchase Funnel
The Social Feedback Cycle
The Elements of Social Media
Prepare for Social Reputation Marketing
Social Networks The Power of the Collective
Sarnoff’s Law
Metcalfe’s Law
Reed’s Law
Social Media Begins Here
Week 1: Engaging with Social Media
The Written Word
Using Blogs and Wikis
Finding Social Content
The Web Comes Alive with Multimedia 61
One-Hour Exercise
Microblogs and Tagging
RSS
Social Networks
Social Online Exercise
The Social Reputation Feedback Cycle
Social Media in Reputation Marketing
Consideration and the Purchase Funnel
Consumer-Generated Media
Create Your Social Feedback Cycle
The Social Feedback Cycle
The Awareness Phase
The Point-of-Sale
Let the Games Begin
Your Social Feedback Cycle
Touchpoint Reputation Analysis
Touchpoints and the Social Web
Identifying Touchpoints
Quantifying Touchpoints
Gather Your Touchpoint Data
Organize Your Data
Evaluate and Rank Your Data
Analyze Your Data
Plan Your Next Steps
Reputational Influence and Measurement
Influence and the Social Web
Quantifying the Conversation
Influence and Metrics
Applying Influence: Social Media
Metrics: From Influence to ROI