Nowadays, in an increasingly globalized world, no sector or brand can ignore the importance of working on its digital image, not only of the entities themselves, but also of the people behind them, such as the staff or the ecosystem of collaborators.
In a previous article we shared strategies to maintain reputation , but if you prefer to know how we did it for the publishing sector, keep reading.
Initial situation
We are dealing with a large publishing company with bulk sms russia online reputation problems. A series of critical comments published years ago on blogs, forums and national newspapers meant that, when searching for brand keywords, negative results were positioned ahead of positive or neutral ones, including those on the pages of the official website.
Our challenge
Our goal is to improve the brand image by relegating negative search results that affect the company.
What and how we did it in SúmatePhase 1: Assessment of the situation
Prior analysis of the keywords for which the client needed to positively reinforce the brand.
Analysis of the negative terms by which the brand appears.
Rating of the pages where negative results appear.
Assessment of the competitors detected for the keywords to be reinforced.
Analysis of the available internal channels, resources and possibilities of the brand to work on.
Online reputation strategy approach.
Phase 2: Concrete actions
Once the strategy was outlined with the different work teams and accepted by the client, actions were developed from a 360º perspective. To address the problem, it was necessary to involve different techniques or disciplines, defining long- and short-term tasks.
