While crisis come and go, reputations last forever. Measuring the effects of a online reputation management program can be tricky, but highly rewarding. A few of the basic metrics to consider when implementing a online reputation management program include:
- Unique visitors to relevant content in the News Room
- Page views of relevant content, including press releases and FAQs
- Inquiries originating from ORM program (contact forms, emails, phone calls, etc.)
- Visibility of relevant content for targeted phrases in search engines
- New email signups or RSS feeds
- Quality and quantity of coverage in online publications
- Quality and quantity of mentions in blogs, forums and newsgroups
- Visibility of related coverage in search engines
- Quantity and quality of referring URLs (inbound links) to site or News Room content
- Text ad performance (cost-per-click, click-through-rate, etc.)
- Quality and quantity of feedback from all shareholders involved
In the end, managing your reputation requires the creation of helpful content on your own site, distribution of that content as well as strategic participation in online discussions. All combined, an integrated search engine reputation management program ensures those looking for information about you or your company will see favorable content in related search results.
