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Reputation Management
Tips for Reputation Management
September 12, 2011
In the days of social media, negative online content could have far-reaching legs and a devastating impact on a physician unless it's managed efficiently.
By Pamela Lewis Dolan, amednews staff. Posted Sept. 12, 2011
Even if some physicians themselves are not online, their names, comments on their style of practice, and complaints or compliments about them probably are.
All of the online content devoted to a particular physician could negatively impact his or her reputation, and subsequently his or her business, if steps aren't taken to manage that content and -- when necessary -- defend it. This is often referred to as online reputation management.
Online reputation management has become big business, as evidenced by the number of radio and online ads offering to help physicians. But physicians can manage their own reputations, help build positive ones, and prevent negative content from turning into a crisis that needs to be dealt with professionally.
As quickly as online content can spread, especially in the age of social media, experts say online reputation management should be a key component to any business plan.
"The best defense in these cases is good offense," said Scott Sobel, president of Media and Communications Strategy, a Washington-based public relations firm specializing in crisis management.
Christian Olsen, vice president of Levick Strategic Communication's digital and social media practice, said social media has changed the dynamics of reputation management, because in addition to physicians communicating with their patients, their patients are now communicating with one another on social media websites.
For most physicians, there are five simple steps they can take to manage and maintain a good reputation online. For others, managing their online reputations may require more time and expertise than they have available.
One: Google yourself
Olsen said many make the mistake of thinking that because they don't have a website or are not involved in social media they are not online. "It just means your voice is not being heard in a conversation about you," he said.
The first step in managing a reputation is knowing what there is to manage. Reputation management experts recommend that physicians conduct Google searches on themselves at least once a month, preferably more often. Things can spread quickly online, so seeing what content is there on a regular basis will help doctors stay ahead of a potential crisis. It's also a good way to see what positive things are being said about you, which you may be able to build on.
Steven Wyer, managing director of Reputation Advocate Inc. and author of the book Violated Online, said physicians should set up alerts on Google and Yahoo. These alerts work by registering keywords, such as a name, that the search engines will use to comb the Internet looking for any new mention of those keywords on blogs, websites, online forums and other sites. When it finds a new mention, it will send an email detailing where the keywords were mentioned, what was said and a link to the website.
The mistake many physicians make, however, is to not include all reasonable variations of their name in an alert, Wyer said. For example, John Smith, MD, could have several variations, including Dr. John Smith, Dr. John C. Smith, Dr. John Smith, MD, etc. Alerts for a handful of those variations should be set up.
Two: Correct mistakes and false information
The easiest places to start are websites that show up high in Google searches. Those sites are likely to be physician finder or rating sites or health plan physician finders. The sites often include wrong or outdated contact information and incomplete biographical and educational history.
Many of these sites give doctors the opportunity to edit their own profiles, which they should do by bolstering the information that is presented and highlighting positive aspects. Experts say physicians should complete their CVs by adding professional achievements such as awards and published articles. They also can use the forum to talk about their style of practice and what patients can expect from them.
Dealing with false or inflammatory content can be trickier, Olsen said. How physicians handle false or misleading information on a site could make a situation worse, depending on how it's handled. They should do what they can to correct the information without being too aggressive, he said. One suggestion is to acknowledge the problem and then ask the author of the content to take things offline to find a resolution.
"Respond in public, but ... definitely don't play it out in the open," Olsen said.
Wyer said most websites have posted terms and conditions. If content on the site clearly violates those terms, a request can be made to the website's site administrator to have the information removed. The same request can be made of content that violates privacy laws or Health Insurance Portability and Accountability Act regulations. Insults are generally not violations, but Web posts that contain personal identifiable information would be considered violations.
Three: Create your own content
The best way physicians can steer conversations in the direction they want, or help hide the conversation they hope no one sees, is to start the conversation themselves. Experts say doctors can do this on many online venues: personal blogs, websites and personal social media pages, which all tend to rank high in search engine results.
Wyer said it's important for physicians to own their own name online, starting with claiming their profiles on finder and review sites. On most physician profile sites, a link asks if you are the doctor being profiled. If you are, you can register with the site to take ownership of that listing and edit it as you see fit.
Owning your name could include buying website domains under the physician or practice name, creating social media pages and creating blogs in your name.
A misconception, Wyer said, is that all of these sites must be managed daily. If a physician wants to establish him or herself as a blogger, the goals and strategies are different. But simply populating the sites with basic information such as the doctor's bio, contact information and a link to a website, combined with the appropriate keywords and elements to ensure good placement in Google searches, doesn't require daily or even weekly maintenance.
Four: Embrace constructive criticism
Studies have found that an overwhelming majority of online reviews of physicians are positive. But even if a doctor does not achieve unanimous positive reviews, that's all right, experts said.
Sobel says having only simple and positive reviews will raise red flags. "You want to look for good but balanced comments. There will always be someone unhappy," he said. But it's important for patients to use reputable sites that rate doctors fairly.
Physicians should find a handful of rating sites they trust and direct patients to them. They can do so by having staff verbally tell patients about the sites, hang signs in the waiting room that list the Web addresses, and hand out fliers at the check-out desk.
Five: Address actionable items
Sobel said many of the things patients complain about online are things physicians can work to change immediately and publicize online.
Knowing what the "hot button issues" are among patients -- long waits, lack of response or slow responses, and leaving a message for the doctor and having someone else call them back -- and addressing those things in practice and online will go a long way toward improving your reputation. Part of managing your online reputation is managing how you come across online addressing those issues.
Lang said physicians should broadcast online when changes have been made due to complaints.
Sobel said a physician's website not only can be a source of the positive information they want patients to find but also can serve as a way to respond to negativity in a positive way.
When a physician's reputation has taken a beating, Sobel said, ignoring it and hoping it goes away is not a sound option. Besides their knowledge of medicine, physicians' reputations are their highest commodity, he said.
ADDITIONAL INFORMATION:
i-Meet and VMark Join Forces On Social Media Solutions
Partnership will deliver New Tools, Analytics and Strategies For Hospitality & Meetings Industries
Thursday, 24 June 2010
Cancun, Mexico and Philadelphia, PA (USA) June 24, 2010: i-Meet.com, the professional and social network for people who plan meetings and events, and social media pioneer VMark Media announced today a strategic partnership to provide turn-key social and digital media services and solutions to i-Meet’s more than 25,000 members. The solutions set includes analyzing social media “share of voice” across a number of relevant sites including i-Meet, FaceBook and LinkedIn.
Leveraging i-Meet's fast-growing global network of industry professionals with VMark’s extensive social media and marketing expertise will provide greater value for i-Meet members through this complementary service, noted John Pino, Founder and CEO of i-Meet. The partnership will provide a dedicated group for i-Meet members interested in talking directly with a business savvy consultant and learning about social media and how their businesses can take advantage of new opportunities.
The team will also manage members-only feature content and information including best practice case studies, webinar recordings, white papers, shared links and discussion topics. "Our partnership is focused on simplifying social media and making it effective for everyone," said Pino.
"It makes sense to understand exactly what people are saying , or worse, what they are not saying about your business at social networking sites," said Fabrizzio Busso-Campana, North America Sector (NAM) Manager, VMark Media. "From that point, you can set a clear direction, using social media to address relationships and future business. It's an essential part of marketing with analytics that prove it works."
"We're thrilled to partner with i-Meet," said Victor Bao, Latin America & Emerging Markets (LAEM) Manager, VMark Media. "As the largest and most influential online global community serving this industry, i-Meet is the right place to launch this approach to social media. In addition to our consultative efforts, we're also working together to implement online education, collaboration and best practices for both planners and suppliers that will be exclusively available on i-Meet," Bao concluded.
Enthusiasts for social media in the meetings and events industry can view the online group at www.i-meet.com/socialmedia.
About VMark Media
VMark is an independent consultancy focused in the area of social media as a component of an overall business strategy. VMark has developed solutions that allow for the gradual (step by step) or full immersion into the amazing world of Social Media. VMark roster of clients range from the heavy industries, to hospitality to consumer products & food and beverage. For more information please visit www.vmarkmedia.com
About i-Meet
Created by the Founder of StarCite, www.i-Meet.com is focused on building the industry's most relevant worldwide online community for the meeting and event industry. With 20,000 members from 130 countries around the world to date, i-Meet brings social networking, web 2.0 tools, work flow and relationship opportunities, and industry intelligence to its members and suppliers. For more information please visit www.i-meet.com
Top 50 Social Media Players
The Big Money Facebook 50 Unveiled Today
Monday, 30 November 2009
Online Magazine Honors and Ranks the Fifty Companies Making the Best Use of Facebook
The Big Money Twitter 12 Revealed Later This Week
NEW YORK—(BUSINESS WIRE)—The first annual list of The Big Money Facebook 50, a ranking of the top fifty companies making the best use of the social networking site, Facebook, was unveiled today by Slate's The Big Money.com. Later this week The Big Money will release the Twitter 12, twelve brands making strategic and successful use of Twitter.
Coca-Cola (NYSE: KO) landed in the top spot on The Big Money Facebook 50, besting forty-nine other national and international brands. Companies that made their way onto The Big Money's new feature span various industries and sectors including fashion, technology, media, etc., with some surprising honorees, such as JCPenney and Dippin' Dots.
"While lists measuring corporate value based on dollars and cents are common, at The Big Money we see real value in recognizing companies that are performing well in the nebulous but all-important realm of social media," said James Ledbetter, editor of The Big Money. "These are the companies that are really moving the needle in terms of customer engagement and loyalty, a critical aspect of a brand's success and staying power in this challenging economy."
Companies had to have a minimum of 200,000 Facebook friends or fans before being considered for The Big Money Facebook 50. Qualifying brands were then assessed on whether they employ a dedicated social media staff, how long the brand has been present on Facebook, and how much money it spends on the social networking site. Companies were then ranked from one to five on how often they update their Facebook offerings; the variety of material they offer; how much user interest their pages have generated; how integrated Facebook is into the company's broader marketing; how easy it is to find the company's Facebook page through a search engine, and creativity and effectiveness.
THE BIGMONEY FACEBOOK 50 TOP 10
- Coca-Cola (NYSE: KO)
- Starbucks (NYSE: SBUX)
- Disney (NYSE: DIS)
- Victoria's Secret (NYSE: LTD)
- iTunes (NYSE: AAPL)
- Vitaminwater (NYSE: KO)
- YouTube (NYSE: GOOG)
- Chick-fil-A
- Red Bull
- T.G.I.Friday's
For a complete list of The Big Money Facebook 50, The Big Money Twitter 12, and related feature stories, visit www.thebigmoney.com
VMark Media—an American Bank
Pan American Bank (Los Angeles) Launches Social Media Presence
Monday, 16 November 2009
EAST LOS ANGELES, Calif.—(BUSINESS WIRE)—Pan American Bank (Los Angeles) today announced that it has entered the world of social media and Web 2.0 through the launch of a blog, Facebook page and Twitter account. Pan American Bank's social media entry enables consumers to share their banking experiences, offer and read reviews and comments, and learn more about Pan American Bank's current initiatives.
"The Bank's marketing strategy includes making Pan American Bank more accessible through new media channels that include a blog, Facebook page and Twitter account. As social media use continues to rise among our target customers, it makes sense that we supplement our customers' experience through the use of social media," said Pan American Bank President and CEO Jesse Torres. "As a bank we have a responsibility to meet the changing needs of our customers, including adopting new media in a manner that enhances our customers' overall experience with the Bank.
"The use of social media is about more than just marketing. Social media is the perfect tool for managing the Bank's reputation and identifying issues that may be circulating. Through social media Pan American Bank can manage customer concerns and gain control of them as they develop rather than after they have gained momentum and taken on a life of their own. Social media also allows us to proactively monitor conversations that involve the Bank in an effort to identify new features, products and services that our customers need."
Pan American Bank's Facebook page can be found at http://bit.ly/pab-facebook. The Bank's blog is found at http://PanAmericanBank.blogspot.com. Pan American Bank can be followed on Twitter as @PanAmericanBank.
Established in 1964, Pan American Bank is California's oldest Latino-owned bank. Headquartered in East Los Angeles, Pan American Bank serves the needs of the Latino communities in Los Angeles and Santa Ana. Founded by former U.S. Treasurer Romana Acosta Banuelos, the Bank has stayed true to its mission of transforming and empowering Latino communities through banking relationships built on trust, service, respect, communication, and guidance.
