ADPR 3530 - Week Two
ADPR 3530 - Week Two ADPR 3530
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This 3 page Class Notes was uploaded by Ariana Cammllarie on Friday January 22, 2016. The Class Notes belongs to ADPR 3530 at University of Georgia taught by Dr. Karen Russell in Spring 2016. Since its upload, it has received 245 views. For similar materials see Online Reputations Management in Advertising at University of Georgia.
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Date Created: 01/22/16
Online Reputation Management ADPR 3530 Jan 19 - What’s Your Reputation? How to maintain a good reputation: Have common sense when deciding what to post 1. Don’t be a Blockhead a. EX: Lady pretending to scream + flip off sign at cemetery that said “Silence and Respect;” picture goes viral and causes her to lose her job 2. Don’t press Send a. Once you push the button, there’s no magic “undo” button; you must live with the consequences 3. Don’t… Complain about job, post party pictures, drama with family or friends, insensitive racial/political information a. “Would you be comfortable if your Grandma saw it?” Assess your online reputation by… 1. Searching your name + reading through the top pages a. Does it accurately portray who you are? 2. Delete “digital dirt” from your teenage years a. Remove old social media accounts; delete older posts/tweets; ask friends to delete embarrassing photos/posts about you b. Go to justdelete.me to help delete those accounts 3. Use your real name as your username (including middle name) 4. Use a professional email address a. It solidifies your online presence in a positive way Take charge of your personal identity (or brand) through… 1. Roles : your relationships with others a. EX: You are a student at UGA 2. Standa rds : the way you do things a. EX: You are an AD major 3. Style: the way you relate to others a. EX: Your personality is outgoing Create Content - Bury things you dislike by updating and adding information - Helps your appealing characteristics stick out - You cannot con trol what others post and say about you Company Brands - Follows same ideals as personal brands but are more complicated - Must start with digital searches to uncover digital dirt o Search brand names, products, CEO… - Review sites can make or break a company o Ede lman Trust Barometer : Huge PR firm that takes global surveys to about which companies are most and least trusted by the public o Edelman found that trust in companies are rising yet is overall low 2013 Edelman Findings on trust 1. 16 out of 26 said that business are more trustworthy than the government 2. Most trusted companies are based in Canada, Germany, Sweden and Switzerland 3. Most trusted = technology companies; least trusted = banking/finance companies 16 Attributes to build trust fall under 5 main categories: 1. Engagement (they listen) 2. Integrity (they have morals) 3. Products + Services (they are well made) 4. Purpose (they have an appealing mission) 5. Operations (they are consistent) Customers tend to trust academics, experts and other consumers the most - 52% of customers say that positive reviews left online influenced their decision to use a local business - Customers wont buy electronics, cars, hotels, credit cards, travel accommodations, and insurance without reading reviews first - There are dozens of review sites that consumers can access online Why submit reviews? 1. Product involvement : you love or hate a product and want to encourage/discourage others from making the same purchase 2. Self involvement : you are building your own reputation as a”trusted” reviewer 3. Other involvement : maybe you can help someone or reward a business for doing a good job Reviews have consequences: Good and Bad! - One star on Yelp = 5% more business overall - Companies can buy placement on certain website to be seen more than competitors (Angies List) - Reviews can be misleading or fake o Too many positive reviews make people anxious o Some people work for a living to write good reviews for a company or write bad reviews for a competitors company o Always check usernames and avoid reading “generalized” reviews (could have been copy and pasted on multiple products) - Ask customers for reviews but don’t offer incentives Jan 21 - Guest Speaker + Discussion on LinkedIn Assignment
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