在线声誉管理：小型企业的大事

"You may not care about politics but politics cares about you." is an old saying that also applies to social media and the Web.

即使您是一家小型企业，社交媒体用户也越来越有可能在线谈论您的业务。More and more, users are conversing on sites like Facebook, LinkedIn and others about products and services. Although you can ignore these conversations, there's one inherent risk with this: Your online reputation can have a significant impact on your offline business relationships. What makes this particularly troubling is that social media sites, blogs and forums can often rank well in Google -- perhaps even higher than your own website. Imagine a prospective customer searching on Google for your company or product and landing on a discussion of your business online. An important conversation that impacts your business. One that you'd likely want to at least participate in.

Why would anybody talk online about a biotech patent attorney or a niche-market enterprise software company? Most small businesses are not important enough to be referenced in social popular, mainstream social media sites. But it's not only aboutDigg或顶级博客。有许多社交媒体网站基于用户生成的内容（UGC） - 他们的goal是为了吸引有关特定主题或行业的讨论和辩论。

Consider popular sites like:

• Bizrateand other so called shopping search engines, the let users rate products and shops
• Tripadvisorand similar let users rate hotels, restaurants and local businesses
• 维基百科有大多数公司的参赛作品，国际公司的参赛作品总是有“批评”部分

所有这些站点在Google搜索结果中的相关搜索术语中非常突出。购物搜索引擎对用户进行审查的产品结果排名良好。TripAdvisor评论用于确定酒店的重要性及其在本地搜索结果中的位置，该结果出现在其他Google搜索结果上方。评论越多，越好。Wikipedia几乎所有查询都在Google排名前10位，因此很有可能会在您的公司网站附近甚至高于您的网站上找到Wikipedia条目。raybet电子竞技

This is of course only the tip of the iceberg. You can't control all the websites out there but there are little helpers and some professional solutions too.

开始使用

• Technorati Watchlist
• Google警报

Technorati tracks weblogs for the terms relevant to you, Google will notify you when instances of your keywords appear on Google results but also Google News or Google Blogsearch.

如果您想进一步退房these servicesas well as this larger list that includes also othertools for reputation managementbeyond monitoring.

Monitoring your online reputation is of course not enough, you at least need to manage it. Managing online reputation means:

• Monitoring search results and social media for mentions of your company or product
• 及时（和适当）对批评和问题的反应
• Publishing your own take on your company via different media like blogs, press releases, UGC sites

You should resist the strong temptation to automatically defend your company online when you receive criticism. If you do respond with truthful and objective information, you should make clear your affiliation with the company. Most small businesses struggle with managing their online reputation. When they notice their brand being under fire they often resort to tactics ofsubduing the original messages。这些方法在大多数情况下适得其反！

Do not try to squash the conversation.Trying to sweep things under the run is not an effective way to manage your online reputation. The issues will reappear again and again.

If you want to read more about reputation management try thisfree guide from 2006。

注意：本文主要由一位自由作家撰写，该作家是互联网营销和社交媒体顾问。