- Which reputation management books are worth reading in 2020
- How to uncover the best content and expert advice for ORM strategies
- Ways to build marketing skills and improve your company’s online presence
About 1,000 books on Amazon have ‘online reputation’ in their title, so marketers have plenty of options when it comes to researching the topic. But which ones are worth your time?
The short answer is that it depends what your goals are. Some reputation management books are written from a marketing perspective, exploring how companies can increase awareness, build interest, attract loyalty and generate business leads. Others dive into the trenches of online reputation protection and defense, analyzing public relations, legal issues, search engine marketing and customer service.
Whatever you’re looking for in a reputation management book, there’s no magic formula or quick fix. Digital marketing pros need to take in as much quality information as possible and test strategies with real customers to find out what works best for their business.
You can find some of that information in Binary Fountain’s e-books and case studies, which all focus on ORM and its many facets. For a deeper dive into the world of online reputations, we’ve curated a list of 10 books and e-books that will help get your ORM strategy at the front of the pack.
Based on an extensive proprietary study of how, where, and why we complain, Hug Your Haters makes the case that companies must take all customer complaints seriously, invest in customer service as a priority and develop appropriate processes for handling complaints internally. Baer explains how to deal with “haters” using specific playbooks and formulas from Fortune 500 companies. You’ll gain insight on how to embrace complaints, put negative comments to work for you and turn bad news into good outcomes.
Establishing, Managing and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices, Kevin Pho
Maybe you’re not a big social media user, but your patients are. And they rely on social media sources when they’re finding a doctor or a medical practice. This comprehensive guide to physicians and social media includes insights from practicing physician and author Dr. Kevin Pho. Pho offers healthcare providers advice on branding themselves on major social media networks, insider tips on responding to online ratings and a guide to the most prominent healthcare review sites.
Most PR books tell you how to “spin” your message, but “Spin Sucks” aims to teach you how to communicate honestly, responsibly, openly and authentically. PR thought leader and blogger Gini Dietrich created this actionable guide for business leaders who understand there are new rules to communications, but don’t know how to capitalize on them. You’ll learn how to share your story more powerfully, humanize your organization, create fresh content and handle online criticism, among many other lessons.
Fanocracy: Turning Fans into Customers and Customers into Fans, David Meerman Scott
In this book, business growth strategist David Meerman Scott and fandom expert Reiko Scott explore the neuroscience of fandom and interview young entrepreneurs, veteran business owners, nonprofits and other companies to pinpoint which practices separate organizations that flourish from those that plateau. Their road map will help you convert customers’ ardor into buying power, using examples from organizations including MeUndies, HeadCount, Hagerty and HubSpot.
How to Protect (or Destroy) Your Reputation Online, John P. David
This ORM strategy book peeks into the dark alleyways of the internet and explains how to respond to negative search engine results, product reviews and other unfortunate situations. You’ll read about removing content from search results, responding to online attacks, managing online reviews and using marketing strategies to bolster your bottom line. David also covers how to deal with hate blogs, Google’s “right to be forgotten,” the business of online complaint sites and much more.
This book draws on interviews with environmental activists, media and IP lawyers, IT security, digital forensics, emergency response and search engine marketing professionals to determine how companies should plan for hostile online incidents. The practical guide to protecting and defending your organization’s name, image and reputation examines the threats posed by the internet and social media and offers strategies to respond to digital hostility, breaches and leaks.
The 18 Immutable Laws of Corporate Reputation: Creating, Protecting, and Repairing Your Most Valuable Asset, Ronald J. Alsop
Following years as a reporter at the Wall Street Journal, where he witnessed the implosion of Enron and watched as a scandal rocked the Catholic Church, Alsop knows a thing or two about crisis management. In this book, he offers 18 rules for building a solid corporate reputation and protecting it through fair weather and stormy seas. These pages offer a holistic view of reputation that can help answer the “why” of your ORM strategy.
In Critical Moments, corporate communications expert Bill Coletti strategizes reputational excellence by meeting the needs and expectations of the public. He guides you through the Four A’s – Awareness, Assessment, Authority and Action – that will help develop your company’s situational understanding, research agenda, operational risks and action plan to recover and grow your reputation.
Online Reputation Management Guide: 280 Expert Tips for Improving Your Personal Reputation Management, Adam Gold
This book offers a wealth of ideas to help you substantially improve your reputation, including ORM best practices, little-known tips and learnable skills. Gold aims to dispel reputation management myths and offer industry-tested solutions to marketing challenges, ranging from personal growth to effective management methods.
Fame and Fortune: How Successful Companies Build Winning Reputations, Charles J. Fombrun and Cess van Riel
The main features of this introductory book are data-heavy visuals that show, rather than tell, how to enhance your corporate reputation as a whole. Fombrun and van Riel present a roadmap that provides real-world case studies from well-known companies like FedEx, showing how to measure a company’s reputation, estimate its business value and systematically enhance it over the short term and long run.
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About the Author
Content Marketing Specialist