Digital marketing is a diverse field. It encompasses a variety of specialisations, from PPC management and content writing to social media strategies and online reputation management. As consumers become freer with their opinions online and reports of bad service become more common, online reputation management (ORM) looks set to be one of the fastest growing niches within the industry.
According to the INC 500 (cited on Marketing Pilgrim), reputation management is one of the most lucrative fields within digital marketing, with some of the most successful ORM firms earning in the region of between $4 million and $6 million over the past three years. Apparently, some companies are willing to pay up to $50 000 per month to ensure that their reputations remain on track.
Show me the technique
What’s your first instinct when you discover a crisis online? We’re not talking about a reputation crisis (although this could, perhaps, apply), but rather a real life emergency, like a flood or hurricane or earthquake. You want to link to the story as much as possible to spread awareness and keep the world at large appraised of the situation.
David Copeland (Read Write Web) cites a study by some Chinese researchers who believe that including links in all emergency communication may not be the best thing to do.
Instead of keeping people in the loop with updates and developments your posts could be washing over people’s heads as they suffer from link overload. Initially, people open every link to a crisis news story that comes their way, desperate for details. But after a while, they start to feel that they’ve read it all and that any more links will just be more of the same. Sure, there might be something new, but mostly the links will just rehash what’s gone before.
You can be more effective by sharing objective snippets from links, rather than the links themselves.
This way, when really important links come along from emergency service providers, people are more likely to pay attention.
(Image credit: Adam Stanhope, CC BY-NC 2.0, via Flickr)