Category Archives: Reputation Management

You Can’t Judge a Buyer By His or Her Cover

Yesterday, I received this letter from Phil Eisaman, Digital Marketing Manager for the Great American Spice Company.  I could completely relate to his experience because I too sold cars for a brief summer right out of college. I asked Phil if I could share his story with you and he agreed.  Thanks for taking a moment to write it, Mr. Eisaman.  It’s no wonder American Spice continues to increase revenues year-over-year!  We can’t judge a buyer by his or her cover– all should be treated with respect. ~Jean

 

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Hi,
I read your story about the leather jacket and loved it. The salesman was a good salesman because he had to be to survive. Treating everyone who walks in the store as a potential customer is huge. Having said that I have a story to share.

I was working at Fort Wayne Acura selling used cars back in 1997. Being new at it my boss always taught me to never make assumptions about customers– just treat them well. Using this method I quickly out paced all the other salesmen, selling more cars than some of the most seasoned salesmen.

One afternoon my boss gets a call from another lot manager saying there is a walker headed your way (a walker is someone that walks from dealership to dealership). This young man started at the auto mall and made his way all the way down to my lot. My coworkers said, “Go get him I am sure he is a big spender” with sarcasm in their tone.

I greeted the man on the lot with a smile and a handshake. He says “I have been to 10 lots and you are the first to talk to me.”

“How can I help you today, Tony?”

“I am looking for a car,” he said.

“Well how much are you looking to spend?”

“About  $2800.00,” he replied.

Pointing to an early 90’s beat up Grand Am I said, “That one may work.”

“I will take it,” he said as he handed me $3000.00 in cash. I went to my Manager and said,

“This guy out here wants to buy that Grand Am.”

My manager says, “Phil we can not get that financed. It is too old.” Handing him the cash his eyes lit up and he said, “Phil we have $100.00 into that car. You are making a fat commission!”

The next day at the sales meeting I received great praise from management as the others were scolded.  In car sales you are only paid commission and if you don’t sell anything you take a loan against your future commissions. I didn’t want to owe money for not selling. I made 3-5 thousand a month selling used cars because I treated everyone like a potential customer and treated them with respect. I only sold cars for a few months because it is still a shady business in my book.

And remember “With desperation comes innovation.”  -Phil Eisaman

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Filed under Audience, Business Strategy, Capturing Audience, Customer Profile, Local, Reputation Management, Sales, Time Management

Tips to Makeover Your Profile Picture

If a picture is worth a thousand words, what are you saying with your profile pictures?

Photo courtesy of Hair Dresser’s Guide to Photo Shoots

With each photo you post, you choose to represent yourself and your company. A vital part of crafting an online presence, the profile picture can get lost in the shuffle of quality information and targeted content.

Consider your profile picture as the human connection piece to your organization. Whether you are choosing your personal profile picture on a social networking site or a picture that will rest on a “Meet the Staff” page, this is where your users will make their first judgments about you and the quality of your organization.

Even away from the company’s website, you are still a face that represents your business. Use these tips to make sure you draw people in with your confident, professional appearance.

Focus on You:

Since your face is the focus of a profile picture, make sure you are the focus of yours. There should be no one else in your photo, nor animals or distracting objects. Create an uncomplicated background. This does not mean that you have to stand in front of a blank wall, but make sure there isn’t anything to distract people behind you. Have your photographer frame the photo with you in the center. Insure that your head doesn’t look lopped off by leaving the top half or fourth of your torso in the shot.

Snap a great pic:

This may seem obvious, but make sure your profile photo is actually a quality image. That means it needs to be well-lit with your face in-focus and sharp. It also means that it needs to be a high-resolution image. Posting a second-rate photo is an easy tip off to a potential client that you are unprofessional and not detail oriented.

Be consistent:

Make sure that you have the same profile picture representing you on all of your social networking sites. If a client is trying to determine whether or not to follow you on Twitter and your profile picture appears different, they may not be able to tell if it’s actually you. Think about your personal profile as your brand. A consistent profile picture will become your logo. This does not mean, however, to keep the photo of you from twenty years ago. Use a recent photo. Update if you get a drastic new hairstyle or every three to five years so your photo represent the real you.

Be professional:

Dress in your picture the way you would go to a meeting with a client. Dress in your finely-tailored business professional look or embrace the business casual look. Make sure that you appear clean and are wearing professional makeup or jewelry. Try also to select your outfit’s colors based off what will complement your website’s coloring. Neither you nor your company will be represented well if your yellow outfit clashes with the brown of the website. Always, make sure your clothes are clean and not ill-fitting nor wrinkled.

Get the perfect angle:

Once you are dressed and ready for the perfect shot, look into the camera and try to be pleasant. Make sure to smile but do not attack the camera with your confidence. Sit up straight and upright, making sure you don’t tilt your head to the side.

If you find yourself questioning your choice of a profile picture, do not be afraid to ask for the opinions of others. Remember to be professional!

~Katelyn

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Filed under Branding, Facebook, Google Plus, LinkedIn, Reputation Management

Do You Trust the Internet?

We enjoy so many benefits from the advancements in search and mobile technology, but with the good, comes the corrupt.  If you haven’t checked in on the digital industry lately, fasten your seat belt.  Here’s a glimpse into a world that is collecting your data and your children’s data and making intelligent connections to predict your feelings, stances, tendencies, and more. The question is, what are you going to do about it?

Why Privacy Is a Big Deal251_5117

Based on a survey of 2012 consumers, Accenture, a digital marketing company, reports that “The vast majority (80 percent) of consumers aged 20-40 in the United States and the United Kingdom believe total privacy in the digital world is a thing of the past, and nearly half (49 percent) said they would not object to having their buying behavior tracked if it would result in relevant offers from brands and suppliers.”  You might not see it or understand it, but collection of your family’s Internet history, face profiles, store behaviors, and even school test results are regularly recorded through Internet, video, and audio monitoring.  You don’t know who sees this information, how they react when they see it, and what conclusions they draw.

It’s true that many good people use data to keep society safe, bring better search results, find medical cures, or improve shopping experiences. It’s equally true that evil can corrupt good intent.

We can look back in history and find many examples of governments, leaders, and companies that became powerful and rich and were willing to step over and hurt many people to achieve their goals. In fact, we can see these behaviors today.

On the other hand, sharing data is a way to move our society forward a little faster.  After all, any tool or device has potential for good or evil. What comes of your data depends on the persons using it.  But, do you know those people? Not so much.

How is your information collected?  Here are a few of the most common places and what you can do to minimize how much is shared.

Through Search Engines

Search engines like Google, Bing, and even Facebook and Twitter track what you visit on the Internet, how long you stay on each website, and how often you go back to certain websites.  This information helps search engines determine how to sell what you’re interested in seeing or anticipate what you’ll want next.

Many leaders in digital technology believe that access to your actions, patterns, and thoughts is necessary to better deliver accurate search results. People, communities, and even the computers themselves can learn from data to better society.

Website owners know how many people visit their websites, what links they click, the time of day they visit, the city they visit from, their default language, and what keywords people typed into search engines to get there. While the website owners don’t see exact names and addresses from Bing, Google, or Duck Duck Go, search companies do know who you are by your computer’s IP address or cookies.  An IP address, or Internet Protocol address, is your computer’s personal address and is a series of unique numbers separated by periods. Cookies are pieces of data left behind in your computer that track what you do online.

Search engines also charge your favorite stores fees to advertise to you.  Google knows a lot about what you like and dislike, the type of person you are (based on what you do or don’t search), your age, and how you might react to certain ads based on all of the data it has collected through the years from your Google searches, You Tube views, cloud storage, map and location data, use of Google Chrome, and sent or received email content.  Yes, that’s right.  Email content. If you own a Gmail account, Google scans the content of your emails and shows ads related to what you wrote or opened, so that you’ll click on those ads and buy products or services.

Data for the Government

Police and investigators used information from mobile phones, license plate recognition technology, cell phone towers, and surveillance cameras to track down the Boston bombers in 2013.  Government authorities monitor citizen Internet activity- even the activity of those who aren’t known criminals.

Frontline produced The United States of Secrets, in which it explains how the government changed its privacy policy after September 11, 2001 to get around Google’s filters, in order to learn a lot about each and every citizen. The government argues that it has a right to see everyone’s data in order to keep the United States a safer place to live.  Edward Snowden, a former intelligence analyst for the government, didn’t think it was right that the government monitored citizens without their knowledge, so he gave secret documents to a couple newspapers.  Some consider Snowden a hero, while others think he’s a traitor.

Through Retailers

When you submit personal or financial information to a company, the company will connect a lot of the data about what you do to your account. They might even give or sell that information to other companies.

When you scan a “loyalty card” or download coupons online, you might receive savings, but grocery stores are really interested in what you buy, how often you buy, and how to sell more items to you. Retailers often have security systems in stores that recognize faces to make sure you don’t steal.  These same security systems can also analyze how customers shop through the store and compile traffic patterns into heat maps. Stores and malls are now using beacons and geo-fencing. Both forms of technology know when your phone is nearby down to the inch. Retailers want to know this information in order to offer you incentives to buy products on the spot.

At a leading, 2014 Internet retailing conference, a sales person for a data collection company shared some insights about her company’s work with a top children’s book publisher.  You might even have an account set up online with this company.  The sales person said that this publisher “wanted to create a master profile across all of their different business units.  They have e-books. They have printables and they send flyers home to schools.”  The publisher uses software with a special algorithm that can tell when parents are shopping for all of their children verses when each child is shopping for himself or herself- even when multiple children are sharing one account with their parents.  The software gathers information about specific behaviors and shows books based on what it knows about who is probably using the account.

The algorithm knows who you are based on your mouse movements and quickness. For example, an adult’s eyes usually first look at the top left of a new web page, while children first tend to look at the bottom right. Where you hover your mouse and where you first enter the publisher’s website are also monitored. Kids tend to use wish lists and ask for every book in a series more than adults do.  Kids click on icons like hearts more than they click on words like, “I like this.”  The publisher has worked with this data collection company for five years to learn customers’ behaviors on its site and create special algorithms that increase sales from this data.

The sales person said, “We track everyone. It doesn’t matter if you’re an adult or a child. The thing is exposure. How do you expose our data and what, from a privacy standpoint, is okay to expose about a child and what is okay to expose about an adult?”

So what is okay?

“For this particular publisher, they will not do marketing for people under the age of 13.” So if children visit different websites after visiting the publisher, remarketing isn’t used.  Remarketing, is tracking your behavior as you visit other websites and then serving up ads about, say, about certain books you like from the publisher’s website. If you’re over 13, this top publisher will try to get you to buy books, even when you’re not thinking about buying books, by serving you ads when you’re browsing other websites.  Keep in mind that this is one publisher’s guidelines.  Another company might track and retarget with ads at much younger ages and be okay about it.  Any company that stores all of this information about you and your patterns, might use it or release it to others- anyone they choose- when you or your kids are older.

This technology exists across all the websites you visit.

Instagram, Twitter, Facebook, and other Social Media Websites

What do the thumbs up signs mean?  It’s not only a way of connecting with your friends, it’s a way to see who your good friends and family members really are and the areas, hobbies, or activities you like.  This information, along with sharing your image or commenting on a friend’s photo can again be collected to create profiles about you and to create great products you like or shape the nature of search information provided to you.

Earlier this year, Facebook allowed researchers to make it hard for some users to log in by accusing them of being hackers.  The researchers wanted to test how people would react to negative events.  Many people feel that allowing researchers to frustrate Facebook customers went too far and was wrong.  Who were the researchers and why were they given access to these accounts?

Facebook has since clarified its privacy policy and is even working on a way of helping you to police yourself before you post damaging photos.

Privacy Boundaries

There are many different opinions about privacy and data protection.

In Julia Angwin’s article for the WSJ, she says that, “My children, whom I will call Woody and Harriet, are 6 and 9. They use fake names online—always. They use software to block online tracking, and instead of Googling homework assignments, they use a search engine that doesn’t store any data about their queries. They have stickers that cover their computer cameras. Harriet, my older child, uses an encryption program to scramble her calls and texts to my cellphone, using passwords that are 20 characters long. Why go to such extremes at such a young age? Because if I don’t do anything to help my children learn to protect themselves, all their data will be swept up into giant databases, and their identity will be forever shaped by that information… Even worse, if my children leave their data lying around, they will face all the risks of what I call our ‘dragnet nation,’ in which increased computing power and cheap data storage have fueled a new type of surveillance: suspicionless, computerized, impersonal and vast in scope. Criminals could use my kids’ data to impersonate them for financial fraud. Extortionists could seize control of their computers’ Web cameras and blackmail them with nude photos. And most terrifyingly, their innocent online inquiries would be forever stored in databases that could later place them under suspicion or be used to manipulate them financially.”

On the other hand, twelve-year-old Grant, started making You Tube videos about fire safety when he was eight years old.  He is serious about wanting a career in this area.  He candidly reviews fire safety products for his audience and is steadily building a following within the fire safety industry. The Internet has been instrumental in advancing his skills and interest at an early age. It has been a wonderful teacher and avenue for networking!

Different adults will look at this issue differently, so it’s important to talk about it with your own children. Review the below checklist of actions you can take to keep your data safer.

Privacy Checklist

  • Regularly clear your search history and cookies on phones, tablets, and desktop computers.
  • Pause before letting someone interview you, take your picture, or record your voice. Newspaper articles and television interviews are especially hard to remove from the Internet. Do you really want this event on your record?
  • Search your name on the Internet and ask sites to remove PDFs, articles, images, or quotes that make you feel uncomfortable. Some sites will honor your requests.
  • Use fake names and accounts when shopping. Don’t answer surveys.
  • Stop publishing selfies. Don’t share all of the details of your life in a blog or social media post.
  • Go back through all of your social media accounts and delete old posts, pictures, and videos.
  • Ask school leaders how your district is preventing data from being shared with online testing companies and their partners.
  • Search with alternative engines like Duck Duck Go or use Google’s Incognito mode, which reduces the amount of tracking of your data.
  • Avoid giving personal information about yourself to a stranger online- even if they appear to be a kid.
  • Kids, don’t download files, pictures, or songs or click on links without a parent’s approval.
  • Use anti-virus and anti-spyware software.
  • Consider encrypting all of your emails, calls, and texts. There are many apps and software programs out there.
  • Cover the cameras on your phones, iPads, and computers.
  • Watch what you say, what you do, and what you wear in public.  Most places- schools, stores, neighborhoods, and city streets videotape and monitor you.

Just remember, though, unless you’ve stayed off of the Internet over the last couple decades, much of your information is already known.  You also have to ask yourself, is extreme self-consciousness worth your peace?  With over 7.1 billion people on the planet, all of your data mixed with everyone else’s data is frankly, a lot of data for others – or even computers to dedicate time to dissecting.  Of course, if you’re Sony execs today, you’re sweating thinking about every single email that was ever sent and what was said in those emails. Trusting the Internet with your information is a very individual choice worth serious thought and reflection as you move forward into 2015.

~Jean

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Filed under Business Strategy, Customer Profile, Education Strategy, Leadership, Reputation Management, School Websites, Social Media

Social Media Rules of Engagement: How and When to Respond for the Most Effective Results

One of the greatest aspects of social media is how fosters immediate, real-time communication between people all across the globe. However, this benefit can quickly turn into a challenge if you are not prepared to manage this rapid-fire communication. Letting a comment sit for too long without a response could lose you a connection or even worse – a customer.Social Media Rules of Enagagement

It’s so important to be prepared to respond as quickly as possible to any comments that may come through your social media channels. It’s equal as important to respond with quality answers that feel genuine and well thought out. How can you achieve this? Here are six tips to help get you started.

Respond as quickly as possible

Foremost, it’s important to embrace the immediacy of social media and the need for quick responses. Emails and phone calls are fine to respond to within a day or so, but social media does not wait. When someone posts a comment on your Facebook fan page or tags you in a tweet, you need to acknowledge the message as soon as possible.

If not, you risk looking like you don’t care or do not have a good response (if it is a complaint or negative comment). Always be in control of the comment by issuing a response as soon as you receive the message.

Use notifications to your benefit

Social media’s need for immediate responses can be overwhelming. How are you ever to keep track of 4+ accounts and their messages? Luckily there are tools you can use to manage all of your social media accounts in one place. Some examples include Hootsuite, Socialoomph and Sendible.

These accounts will keep you apprised of any comments or messages as soon as they hit your account. This way you don’t need to be checking in to every individual account, just one. You can also choose to be alerted by email so that even if you’re not logged in to any account, you’ll still know you have a message that needs a response.

Avoid canned responses

Even the most well written canned response will still come across spammy and insincere. Take the few extra seconds it requires to individually address each message. Don’t underestimate the intelligence of your network. They will be able to tell based on your past messages if the one they received was written just for them. Make the message persona, address them by name or call out other details that are relevant only to them. It makes a big difference and goes a long way!

Offer a response to everything – the good and the bad

Both positive and negative messages will come in, there’s no way around it. You must respond to both, even if it’s uncomfortable or challenging. While it may be tempting to delete or ignore a negative comment, this is like hanging up on your customer during a service call. On the flip side, positive comments also deserve a response. Thank your contact for sharing their thoughts and let them know how much their opinion means to you.

Be professional and understanding when addressing negative comments

Since you now know that you must address negative comments, here are some pointers on how to do so. You always want to maintain your composure and professionalism when issuing a response. Even if the comment expressed criticism or anger, you do not want your own response to mimic the sentiment. Also, look for a way to try and understand the person’s complaint. Empathize with how they must feel and offer a solution or compromise that makes them feel heard.

Offer a genuine thank you for positive comments

For positive comments, don’t brush these off as not needing a response simply because they aren’t a complaint. When someone leaves a glowing review, be sure and thank them. Go one step further than just offering a “Thank you!” Ask them a follow-up question or comment on something specific that they said so that they know you took the time to read the message.

Overall, the art of responding to social media messages is quite simple. You must keep an eye out for comments as they come in and try and respond to them as close to real-time as possible. Also, you want to offer genuine, well thought out responses that show you care about your contacts and appreciate their opinion. ~Stephanie

What do’s and don’ts do you follow for effective social media engagement? Share your thoughts by commenting below!

 

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Filed under Reputation Management, Social Media

Google Wants High Quality Content, But What Does That Mean?

Okay writers and webmasters, you’re good, but you continually challenge yourself to better.  This post is ready to be a resource to you.  We’d like to explain the following:

  1. The crux about quality from the recently leaked, March 2014 Google rater’s guideline manual.
  2. What high quality means.
  3. The attributes of low quality content.
  4. What you can do to improve your website’s content.

The Rubric- Google’s 2014 Search Quality Manual

Behind the scenes, an army of quality raters double check the accuracy of Google’s algorithms before and after updates. These raters are issued guidelines, which steer their evaluations and reflect what the juices are in the current or upcoming algorithm changes. The latest handbook, version 5.0, was recently leaked. We wrote about the 2011 version, and gave an overview of the new version at Relevance. What’s important for you to know is that E-A-T, or Expertise, Authority, and Trust are now key factors when determining Google search engine rankings.  Most insiders have known that the reputation of one’s brand is an important ranking factor, but this manual gives a detailed look at the factors that determine site popularity- well, popularity isn’t even the right word.  It’s more about the culminating signals behind your site’s reputation.

If you’re the Director of Marketing, you’ll want to download your own copy of this handbook at scribd.com because it talks about design and functionality elements, too.  Since My Web Writers focuses on content creation, we’re going to drill down into that aspect of the handbook.

Definitions of Highest and High Quality Pages

I really like how Google defines quality and provides so many specific examples.  It says,

“Highest pages are very satisfying pages which achieve their purpose very well. The distinction between High and Highest is based on the quality of MC <each site’s main content> as well as the level of E-A-T and reputation of the website. What makes a page highest quality? We require at least one of the following: <1> Very high or highest quality MC, with demonstrated expertise, talent, and/or skill.  <2> Very high level of expertise, authoritativeness, and trustworthiness (page and website) on the topic of the page. <3> Very good reputation (website or author) on the topic of the page… We will consider the MC of the page to be very high or highest quality when it is created with a high degree of time and effort, and in particular, expertise, talent, and skill. Very high quality MC may be created by experts, hobbyists, or even people with everyday expertise. Our standards depend on the purpose of the page and the type of content. The Highest rating may be justified for pages with a satisfying or comprehensive amount of very high quality MC.”

This means that as a writer, if you are writing outside of your area expertise and don’t do your homework, your average content could sink a website. Conversely, if you’ve specialized in a certain area, interest, or hobby, you could see a surge in demand for your knowledge after people get familiar with this document.  Writers, don’t be deterred from tackling new subjects, but when you do, do your homework.  Talk to experts and include their testimonies in your articles and quotes. You also can’t slop through the writing process.  Check your spelling.  Get the subject and verb agreements right.  Go deeper than what the culmination of five articles say about the topic.  Nobody wants to read repurposed articles when they’re looking for new angles. Pick up the phone and dig up unique quotes or tidbits of information that no one knows.  Google tells raters that,

“Highest quality pages and websites have a very high level of expertise or are highly authoritative or highly trustworthy. Formal expertise is important for topics such as medical, financial, or legal advice. Expertise may be less formal for topics such as recipes or humor. An expert page on cooking may be a page on a professional chef’s website, or it may be a page on the blog of a home cooking enthusiast. Please value life experience and “everyday expertise.” For some topics, the most expert sources of information are ordinary people sharing their life experiences on personal blogs, forums, reviews, discussions, etc. Think about what expertise, authoritativeness, and trustworthiness mean for the topic of the page. Who are the experts? What makes a source trustworthy for the topic? What makes a website highly authoritative for the topic?”

Google would also like to see secondary content on high ranking websites, if possible.  From videos to games to reviews, find ways to help users delve a little deeper and engage a little longer. Not every high ranking site has to have secondary content, but if it has good secondary content, that’s a plus.

The Attributes of Low and Lowest Quality Content

Compare what content needs to achieve top scores to what deserves low scores. First, it’s important to note, Google recognizes intent.

“We have very different standards for pages on large, professionally-produced business websites than we have for small amateur, hobbyist, or personal websites. The type of page design and level of professionalism we expect for a large online store is very different than what we might expect for a small local business website. All PQ rating should be done in the context of the purpose of the page and the type of website. The following sections discuss page characteristics which may be evidence of Low quality. Occasionally, these same characteristics may be present on smaller amateur or personal websites and are not a concern. Please use your judgment when deciding whether these characteristics are evidence of low quality on the page you are evaluating, or merely a sign of non-professional but acceptable small, amateur, or personal website design, for example, “Uncle Alex’s Family Photos” website (a hypothetical High quality example).”

Google lowers scores if main or secondary content is distracting or unhelpful.  For example, too many ads are distracting and appear to have the purpose of monetizing the site rather than helping users. If the site lacks supplementary content, this too can lower the site’s score. Poor page design or a lack of website maintenance (meaning broken links or slow load images) can hurt your site’s score.  As much contact information as possible should be added. Google tells raters that,

“We have different standards for small websites which exist to serve their communities versus large websites with a large volume of webpages and content. For some types of ‘webpages,’ such as PDFs and JPEG files, we expect no SC <secondary content> at all. Please use your judgment… Here is a checklist of types of pages or websites which should always receive the lowest rating:

• Harmful or malicious pages or websites.

• True lack of purpose pages or websites.

• Deceptive pages or websites.

• Pages or websites which are created to make money with little to no attempt to help users.

• Pages with extremely low or lowest quality MC <main content>.

• Pages on YMYL <Your Money or Your Life> websites with completely inadequate or no website information.

• Pages on abandoned, hacked, or defaced websites.

• Pages or websites created with no expertise or pages which are highly untrustworthy, unreliable, unauthoritative, inaccurate, or misleading.

• Websites which have extremely negative or malicious reputations.”

Image courtesy of Flat earth Society

Image courtesy of Flat earth Society

This list seems fairly straight-forward and yet, one could see where rater subjectivity could get the better of a site. Pages or websites that are “untrustworthy, unreliable, unauthoritative, inaccurate, or misleading” could tank a business or individual with rogue opinions or controversial views.  The overall checklist appears reasonable, however, if Christopher Columbus had a website back in his time, I wonder how he’d score? Taken in whole, the document is fairly clear that raters should look at how well you, as the content’s creator, did your homework and presented information or opinions; but, the “unreliable, unauthoritative, inaccurate, or misleading” phrase on its own should be considered a warning shot fired about appearing half-baked in the public arena.

Definitions of Lowest Quality Content

The writer who has the depth of a baby pool probably shouldn’t be assigned very heady topics.  As a manager, find each writer’s strengths and let each write about those topics. Google says that,

“The quality of the MC <main content> is one of the most important considerations in PQ <page quality> rating. In this guideline, we’ll judge the quality of the MC by thinking about the how much time, effort, expertise, and talent/skill was involved in content creation. If very little or no time, effort, expertise, or talent/skill has gone into creating the MC, use the lowest quality rating. All of the following should be considered either lowest quality MC or no MC:

• No helpful MC at all or so little MC that the page effectively has no MC.

• MC which consists almost entirely of “keyword stuffing.”

• Gibberish or meaningless MC.

• “Auto-generated” MC, created with little time, effort, expertise, manual curation, or added value for users.

• MC which consists almost entirely of content copied from another source with little time, effort, expertise, manual curation, or added value for users.

Finally, the distinction between low and lowest quality MC is often human effort and manual curation. If you are struggling between ‘low quality MC’ and ‘lowest quality MC,’ please consider how much human effort and attention the page has received.”

When writing this article, I struggled with how much content out of Google’s manual I should quote.  My reasoning to go ahead and use as much as I have is because to date, not much has been written about the manual and not everyone, who is in a position to change their website, will read the 160 page document (though they should) or if they do, they might want further insight about it.  Thus, I think the amount of quoted handbook content is justified, given the extra value added with insight around the quoted content.

However, this is different than copying and pasting half an article without attribution or even with attribution and not adding further value to what already exists on the web. Nothing is worse than paying a writer to create original content and discovering that it is backwash.

Google says,

“Important: We do not consider legitimately licensed or syndicated content to be ‘copied’ (see here for more on web syndication). Examples of syndicated content in the U.S. include news articles by AP or Reuters. The word ‘copied’ refers to the practice of ‘scraping’ content, or copying content from other non-affiliated websites without adding any original content or value to users (see here for more information on copied or scraped content). If all or most of the MC on the page is copied, think about the purpose of the page. Why does the page exist? What value does the page have for users? Why should users look at the page with copied content instead of the original source?”

What You Can Do to Improve Content

Deliver what you promise for each keyword query you target. If you want to rank for the term “Arabian Horses for Sale” your page ought to have pictures and descriptions of several Arabian horses. You’ll want other websites to have great reviews from customers about your previous transactions. You should be registered and a thriving member of Arabian horse registries. Don’t let your content get off topic, but do make it be so rich that users will want to return and will recommend it to others. Make sure you spell check your work and don’t stuff the content with too many keywords.

We recommend reading the raters’ guidelines to learn more about how to improve the content of your website. You’ll find additional insight about what it means to have high quality content. ~Jean

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Filed under Algorithms, Branding, Business Strategy, Editors, Keywords, Reputation Management, SEO (Search Engine Optimization)

Reader Comments: How to Get to Real Insights (An Interview with Miami University’s, David Wells)

Image courtesy of Lane Memorial Library in Hampton, NH

In 1690, Benjamin Harris edited a paper that only lasted for one issue before it was shut down by the colonial authorities. Publick Occurrences Both Forreign and Domestick filled only three of its four pages so that readers could write their comments and share the paper with another reader, creating a written discussion of the paper’s stories. Miami University journalism instructor, David Wells, uses this anecdote to explain how social networking is not a new phenomenon. He asserts that each technological advance in journalism from moving type to the iPhone serves to “get the news out faster and it’s made it possible to reach a wider audience. The wider the audience and the faster you get it out there the more interaction occurs with it.”

If you write in or manage an online space these days, chances are reader comments are either the bane of your existences or a boost to your traffic. Or maybe a bit of both. While readers discussing your writing can help the story grow or the piece go viral, managing online traffic and comments can prove difficult.

Managing Online Comments

Wells was the Editorial Page editor at the Cincinnati Enquirer from 1999-2009, a period when many newspapers started to make the transition to the online platforms. In the transition, the paper focused on creating a “community conversation” and decided that historically the Editorial pages were where that had happened via letters to the editor. The team decided to publish letters to the editor online. As with the traditional print-based letters to the editor, the online letter to the editor page required people to include their real names and which neighborhood of the city they were from. Some people at the paper thought the requirement would deter submissions, but the paper received up to 100 letters a day, showing that people were as willing to include their names in the online forum as they were in the printed paper. Wells argues, “If people were going to put their names on it they’re going to be more responsible about it than they would be otherwise. And people do want to have their voice and speak up and they’re glad to have the forum.”

Monitoring the online comments to other stories proved more complicated. Not only were there far more comments to comb through, but with the ability to post anonymously, people would write such hateful things that some local public figures started to decline being interviewed by the paper. To Wells, the anonymity of online comments is linked to the likelihood that people will post inflammatory or untrue statements. “I think the anonymity of the comment is a bad thing,” he says. “The excuse is always that people will get in trouble because the boss will find out they differ in political views. You know what, people need to be responsible for what they say. There is such a thing as free speech and the boss isn’t supposed to be able to fire you.”

Many publications share Wells’s views and many, such as the HuffingtonPost, are starting to require the use of Facebook accounts to post online comments. Further, a recent study published in Journalism Practice found that there was a direct correlation between anonymity and “uncivil” comments. Specifically, when online newspapers allowed readers to make anonymous comments, 53% of the comments made were uncivil or inflammatory. That rate dropped to 29% when the user interface required the reader’s real name or a link to their Facebook account.

Crowd-Sourcing and Engaging Reader Response

Wells notes, however, that when flagging and removing offensive comments, it is still important to listen to the questions and the input of the readers. He recounts going into meetings and asking, “This story that the police reporter wrote got 150 comments. Did you read any of those comments? There are a couple of comments in here that are pretty interesting that suggest this is similar to some other crime. Have we checked that out? That’s a tip.” Reporters would tell him they didn’t have time to read all the comments and Wells would reply, “You don’t have time not to.” He asserts that reader comments provide a space for crowd sourcing to help a story develop: “You will find out new information which you should turn around and use to enrich your own reporting, just like if you heard it as a tip over at the police station.”

Drawing In Readers

Wells points out another way that reader interaction and digital readership is affecting writing: the pay wall. In an effort to counter financial losses after content moved from print to online, many publications have instituted a pay wall, allowing the reader to only read a portion of the story, or a limited number of stories before requiring a paid subscription. According to Wells, the pay wall can put the writer in a tricky situation. “What’s your role as a journalist?” he asks. “Is it just to provide teasers to get someone to buy a subscription so they can read your whole story?” Wells, like many instructors, teaches his students to get the news up top so that “if you just read the lead you should get the gist of what the story’s about.”

Tips for Web Writers

What does this dynamic mean for web writers? Careful management of online comments, flagging inappropriate or libelous comments is important, but listening to readers’ points also matters. Further, as more online publications move to draw readers into stories through sensationalist headlines or building a pay-walls, there are important decisions to be made about the integrity of your writing and how you are addressing your audience.

Know what your approach to reader interaction and user comments will be and communicate this vision to stakeholders. How will you set the tone without censoring your audience? How will you draw readers in without sacrificing the quality of your writing?

~Kasey

 

 

 

 

 

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One Cannot Not Communicate- Is Silence Golden?

Maybe Mom Wasn’t Always Right

The first of Paul Watzlawick’s five axioms is simple- “One Cannot Not Communicate.” Wanterfall says,

Even when you think you are not sending any messages, that absence of messages is quite evident to any observer, and can itself constitute quite a significant message. Not only that, but we usually transmit quite a few non-verbal messages unconsciously, even when we think we are not sending any messages at all.

What do you, as a professional, communicate when you choose not to communicate?

Photo courtesy of Bonoz

Photo courtesy of Bonoz

Perhaps your mother used to say, “if you can’t say anything nice, don’t say anything at all.” When your new friend with long, braided hair entered your home, she bit her tongue.

Did her silence mean, “I wouldn’t let my son wear his hair that long, but since I have no association beyond his association with you, I’ll make you feel comfortable enough without offering approval?” Her tongue biting left wiggle room- both for your friend’s eventual haircut and her possible opinion change.

While the intent behind silence might be noble, its very form is deceiving – a mask for a mix of thoughts and emotions forming in the sender or else a sign of ignorance. Silence is golden because it buys the sender time and it offers the receiver little information- or so is the hope.

What are the Effects of Non-Responses in Digital Communications? 

One cannot not communicate with social media. Not following a customer or fan on Twitter or G+, for example, could be construed as a slight. You’re too busy, too important, to ignorant to use the tools to follow and interact. Not having your social media in order says a lot about the organization behind your organization. Your brand communicates that it does’t embrace or understand the mediums or struggles to find funds. The receiver never really knows why you’re silent- just that you are and the resulting message is up for interpretation.

Internet marketer, Jay Baer, suggests:

Further, 42% expect a response within 60 minutes. Is your company prepared to handle social media inquiries within the hour? A few are. Most are not, in my experience, which potentially creates a disillusionment gap between customers’ anticipated response time, and your actual ability to provide a response.

Having a workforce to handle your social media interactions could be just what you need to reduce the stress in your customer service department.

One cannot not communicate with blogs. You haven’t written a blog post in weeks. Maybe there isn’t a lot happening in your company or industry – yeah right. You’re too busy, too underfunded, too unorganized. You were in the hospital. Whatever the reason, a lack of action or words communicates a message. Is it the message you want your fans to receive?

Darren Rouse looks at blogging this way:

The more posts you publish over time, the more doorways you present readers with to enter your blog.

1 post a week means you’ve got 52 doorways at the end of the year – daily posts means 365 doorways at the end of the year. This means people are more likely to see your content in RSS readers, in search engines, on social media etc. Over time this adds up.

Contracting out some of your brand’s writing work to writers can keep opening doors verses closing them in silence.

One cannot not communicate with correspondences. Two candidates fly out to your company for second interviews. You extend an offer to one. The chosen candidate receives your full attention. The other doesn’t. The one who didn’t get the job sends an email to you. No reply. This happens once. Twice. Three times. Surely, not communicating is a soft let down, right?  According to Career Builder,

56 percent of employers admitted that they don’t respond to all candidates or acknowledge receipt of their applications; 33 percent said they don’t follow up with candidates they interviewed with to let them know they didn’t get the job.

What does a lack of response communicate? That from the top down, your company’s communication process isn’t clear or even rude when not in need of a person, service, or product. It communicates disorganization and incompetency in the HR department. Don’t think for a moment that the candidate won’t remember the lack of communication when they’re in a better position.  According to the HT Group:

If you’re guilty of this and other bad hiring habits, beware your actions could complicate your recruiting efforts and even damage your company’s overall reputation. Here’s how (according to the same study):

  • Job seekers who don’t hear back after applying for a job are less likely to continue buying products or services from that company.
  • Did a job seeker have a bad experience with you? Half will tell their friends about it.
  • An overwhelming 75 percent of job seekers use traditional networking such as word-of-mouth to gather more information about a company.
  • More than 60 percent will check out your company on social media to find out if what you’re telling them about your culture is true.
  • More than two-thirds of job seekers would accept a lower salary if the company had exceptionally positive reviews online.

One cannot not communicate. What are the unintended messages you send just by choosing inaction or silence with your digital marketing strategies or relationships? From creating blog posts and social media posts to staying up with emails and correspondences silence is not usually golden.  Rethink if you’re clearly, consistently, and honestly, as well as tactfully communicating.

 

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