Reputation Online The internet is now THE primary powerhouse of modern communication on a personal, corporate, national and international level. The sheer bulk of content is almost inconceivable. More and more people are spending more and more of their time each day online for news, entertainment, shopping, relationships, conducting business, lobbying and many other reasons. Developing or protecting a reputation online seems at times an overwhelming challenge. And yet, many individuals find overnight worldwide fame through You Tube or a particularly successful blog. Many sophisticated marketing organisations and political parties drive their profiles through social networks like Facebook, Twitter and virtual worlds.
Countless clever companies are making massive fortunes conducting almost all their business online such as Amazon and e-Bay, along with an endless line of smaller, less know, but very successful organisations. These people have discovered that they can have more direct contact with their customers, voters or interest groups. In some cases they can get their message to their constituent groups online, cutting conventional media out of the mix. No media filters. They can more easily stay abreast of what people are saying about their organisation or issues. Too many organisations just don't get it. They haven't come to terms with social media, networks, the bloggersphere or other online engagement. Many haven't even created a half-decent website. That's a good place to start because there is a lot to be gained from getting maximum value from your website. Unfortunately many website just sit there and do nothing. They are bland - downright dull. They do not rate high in searches nor do they give visitors an enticing reason to engage with the organisation. Please contact us to talk about your online strategy and how we can help. Be sure to listen in on our new audio podcast series,  Reputation Online It features interviews with communication professionals, academics, journalists and technologists who talk about how individuals and organisations can build and maintain their reputation through the internet.

		Search Engine Optimisation (SEO) The use of search engines to find information is one of the primary activities on the Internet and therefore search engine marketing should be an essential part of every company’s online marketing strategy. Ensuring that your potential customers can find your product or service when they search the web can make a significant difference to the volume and cost of new business acquisition. It is possible to get your website ranked higher on Google and other search engines through the targeting of relevant search terms throughout your website.

		Search Engine Marketing (SEM) The principal search engines like Google and Yahoo! include mechanisms for paying to have your website listed higher. This creates a multiple effect when done in conjunction with SEO (described above). SEM is a highly targeted and measurable form of advertising, based around a bid system to buy ranking positions against your market’s search terms and one that has proved highly cost-effective.

		Online Content Rich content such as videos or audio on your website and across the dozens of social video sites such as You Tube, Dailymotion or Apple iStore achieves two things: It makes your content so much more engaging and drives traffic to your website for more information or to make contact. Your website becomes 'stickier', encouraging your visitors to linger longer. It's contagious or 'viral'. Viewers or listeners are more likely to share your content with others in their own personal or professional network, who they know to be interested in your content. It's almost as if other people are doing the marketing for you. The written word is potent too. Generating your own blog(s), subscribing to blogs covering issues of important and interest to you and your customers, members or clients and publishing articles on your own website, inviting people to subscribe for free - all these activities combine to add a lot more power and potency to your online presence.

		Online Issues Management If your organisation is concerned to know what its community of interest is saying about it online in forums, blogs and social networks, we can monitor the information that appears about you online. Then, if necessary, we can implement a strategy to counter any negative comments that may adversely affect you.

What Role Does Media Play In Social Marketing?

People often ask, does the way we approach online channels differ from how we approach conventional media?  According to one expert - certainly.  Watch this short interview with Christie Hill, Senior Director for Marketing Solutions at Lilly USA.