I met Lori Randall Stradtman at South by Southwest Interactive for the first time offline, even though I had been following her on Twitter and her blog posts on new media. She shared that this book Online Reputation Management For Dummies was in the works. I had a chance to introduce to her the work Network Solutions (a Web.com service) had done in using new media, and I am excited that our 10 approaches that contributed to our social media success form part of the book. I was also happy to receive a review copy of the book for my collection.
The book Online Reputation Management For Dummies by Lori Randall Stradtman could be a handbook for an enterprise that is beginning to focus on online reputation management and for social media managers who want to correct any gaps.
I fully agree with Randall Stradtman on the concept of “familiarity bias,” probably used more in investing and stocks, but in this case as Randall Stradtman says, “People will feel more comfortable about you and your brand when you make them believe that they have more in common with you,” . . . and on another page, the notion that proximity builds trust, the idea that people in the same community are more comfortable engaging there than elsewhere. I have learned this through several personal experiences. Randall Stradtman advises that all brands claim their name in as many places as possible to prevent squatters from taking advantage.
Chapter 4 on crisis management has important tips on the whole process and the components of a social media policy and the importance of limiting your statements to the immediate problem. The book has tips on tools to use and how to discover brand evangelists. Randall Stradtman definitely targeted this book to both small and large businesses.
Especially with the advent of Google+, the advice in the book is spot-on on maintaining a focus on core topics and keeping content fresh for search engines. I was happy to learn about psychographics—a “set of personality or value-related characteristics shared by a group of people.” The context in the book is about finding your “tribe” or community who come together to talk about a subject or a product.
I am happy Randall Stradtman says in her book that trust building is achieved by small things like helpful content and informational giveaways. I like this book, and hope you will read it as well.