Introduction 1 Part I: Getting Started with Online Reputation Management 7 Chapter 1: Understanding Online Reputation Management 9 Chapter 2: Determining Your Online Reputation Management Approach 19 Part II: Organizing Your Teams 49 Chapter 3: Creating Your Everyday Team 51 Chapter 4: Recruiting Professionals for Your Crisis Team 75 Part III: Listening Is Love 97 Chapter 5: Choosing Your Best Monitoring Tools 99 Chapter 6: Researching Your SEO Keywords 115 Chapter 7: Setting Up Your Listening Tools 139 Part IV: Establishing Your Reputation 159 Chapter 8: Engaging Easily via Social Media 161 Chapter 9: Claiming Your Brand Online 177 Chapter 10: Creating Great Messages 193 Chapter 11: Tapping In to Focused Interest Groups 209 Chapter 12: Writing Your Way to the Top 223 Chapter 13: Using Visuals to Spread Your Message 243 Chapter 14: Discovering and Inspiring Brand Evangelists 261 Part V: Responding to Crisis: Your Step-by-Step Plan 277 Chapter 15: Managing Escalating Issues 279 Chapter 16: Managing a Crisis 291 Chapter 17: Promoting Goodwill 311 Part VI: The Par t of Tens 329 Chapter 18: Ten Online Reputation Tips for Special Events 331 Chapter 19: Ten Ways to Faceplant Your Online Reputation 337 Chapter 20: Ten Ways to Create Happy Fans 345 Index 351
Lori Randall Stradtman (Watkinsville, GA) specializes in creating social media campaigns for brands. Lori was a keynote speaker at Blogworld NYC May 2011, and she is a regular contributor to Social Media Examiner, BlogWorld, and Smart Brief. She regularly contributes as a guest lecturer at The University of Georgia in for both Public Relations and Master of Internet Technology. Lori holds professional associations with the PRSA and IABC and is in high demand for keynote speaking engagements.