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At SEM Days 2012, Lucian DESPOIU (Kondiment) gave this idea on an approach on how to do reputation management: when you do reputation management (RM), focus on the positive things. So: When you endorse / like / appreciate something online, do it for a positive reason. Rather than „I hate it that there are so many bad roads in Romania”, say it like „We appreciate those who strive to make the roads better in Romania”. Rather than „stray dogs are bad thing in major cities”, say it like „what solutions can we find for the stray dogs problem?”. Be constructive and focus on the positive when you associate with a cause which isn’t yours. Keep the same rule (be positive) for messages which are yours. So, if you have a message, formulate it and make it a positive one. Fight for win, avoid fighting to prevent a loss. Aim to get somewhere, rather than avoiding getting in bad place. Quite nice. :)

At SEM Days 2012, Lucian DESPOIU (Kondiment) gave this idea on an approach on how to do reputation management: rather than openly talk about a subject online, take the discussion outside. The argument goes like this: Avoid chatting in public about the problem. People will only remember „Oh, there was a fight / argument between the brand and the customer”. People will not remember who won the fight. It’s irrelevant who wins the fight. On the other hand, do try and give a basic solution online. Something like „Sure, we’ll solve this problem by … I suggest we continue the discussion via …”. As a side note, it’s usually great if you handle the situation yourself. Avoid having other people talk about your brand online.

At SEM Days 2012, Paul ROUKE, Head of Usability & Conversion, PRWD emphasized that most marketers ignore this: ROI of marketing acquisition. This should be, in his opinion, a very important aspect of a marketing campaign. Think about it – is PPC expensive? Is SEO expensive? Is banner advertising expensive? The only way to measure this is to compare „how much we invested” with „how much profit did we make after using this media”. That’s the whole business. Does it have a good return of investment? Well, it should!