Monitoring the Web Become familiar with Google com alerts before this exercise Pick a large brand that you would like to work for Imagine that you have been assigned to do ORM for the brand Go to Google com alerts List keywords you think would be important for this brand to manage and why Review the screenshot of a Google SERP for Richard Branson Virgin Review the results Why an online reputation manager, PR person, or CEO would want to review these frequently Using the keywords brought up earlier when using Google Alerts, go see what those keyword SERPs look like Analyze what is positive, negative, and neutral on the SERP Remember that a neutral website with UGC (user generated content example UGC site YELP or TripAdvisor or RateMyProfessor or any forum site) can turn negative quickly and that they are not ideal, but neutral sites that lack control from the company brand are still better than already negative sites Creating Positive Content What does the acronym SERPs stands for Review the results for at least five different brands on Google Explain what you found What results are positive, Neutral, or Negative and explain why Go beyond just page 1 and 2 Compare the Google result with how Bing displays the result

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Question: Monitoring the Web Become familiar with Google.com/alerts before this exercise. Pick a large brand that you would like to work for. Imagine that you have

Monitoring the Web

Become familiar with Google.com/alerts before this exercise.

Pick a large brand that you would like to work for. Imagine that you have been assigned to do ORM for the brand. Go to Google.com/alerts.

List keywords you think would be important for this brand to manage and why.

Review the screenshot of a Google SERP for "Richard Branson Virgin." Review the results. Why an online reputation manager, PR person, or CEO would want to review these frequently. Using the keywords brought up earlier when using Google Alerts, go see what those keyword SERPs look like.

Analyze what is positive, negative, and neutral on the SERP. Remember that a neutral website with UGC (user generated content -example UGC site: YELP or TripAdvisor or RateMyProfessor or any forum site) can turn negative quickly and that they are not ideal, but neutral sites that lack control from the company/brand are still better than already negative sites.

Creating Positive Content

What does the acronym "SERPs" stands for?

Review the results for at least five different brands on Google. Explain what you found.

What results are positive, Neutral, or Negative and explain why. Go beyond just page 1 and 2. Compare the Google result with how Bing displays the result.

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