This article first appeared on Visibility Magazine on Feb 1st, 2016.
Do you know what the Internet says about you? Information travels fast online and Google is constantly observing over 30 trillion web pages in an attempt to keep search results up to date. I’ve written before about how important a reputation audit is to understanding what is being said about you and your company. Because of the democratic and instantaneous nature of online publishing, companies and people alike need a strategy to mitigate reputation risk. So what is the best way to monitor your online reputation?
Search for Yourself
The easiest way to monitor your online reputation is to search for yourself and read through the first few pages of results. It’s not a bad idea to keep an up to date spreadsheet with a list of links that are ranking for your name. Additionally, awesome companies like BrandYourself offer online tools to help organize and catalog this information. The potential downfall of this strategy is its repetitive nature. The best way to monitor your online reputation would require some automation.
I won’t list them all here because Elegant Themes has a great list of resources to automate internet monitoring for mentions of you and your company’s name. Many of them are free for the base package. Among my favorite tools are IFTT, Hootsuite, and Google Alerts. There are a lot of options when it comes to software to monitor your online reputation. The main issue with these software solutions is that they may pick up a lot of innocuous or irrelevant data. What if you could monitor your online reputation and filter notifications by content.
What if there were a way to filter all the data that mentions you and your company? The ideal scenario would be a software solution that could be set to crawl specific sites where negative content is likely to appear and automatically send alerts. Several companies offer online monitoring software, but there are very few enterprise level solutions available. Defamation Monitor software can be utilized to notify PR teams whenever a brand is negatively mentioned; it also has applications in the consumer market for professionals who need an automated way to stay abreast of potentially harmful information online.