With only a couple of months to go until the inaugural ClickZ Live New York show, we catch up with one of our forthcoming keynote speakers, Andy Beal, chief executive (CEO) of Trackur.com, who gives us his thoughts on reputation management for marketers.
ClickZ (CZ): You're best known as the driving force behind MarketingPilgrim.com, how did you get into the online reputation arena?
Andy Beal (AB): I've been involved with online reputation management since around 2003. It started with managing the reputation of the world's largest SEO firm, then progressed into offering management services to clients. I'm now the CEO of Trackur.com, a social media monitoring dashboard, and author of two books on the topic, "Repped" and "Radically Transparent".
CZ: When considering reputation management, what is the most critical part that marketers should pay closest attention to?
AB: Marketers should pay close attention to the mistakes made by their competitors. The social media world is moving quickly and the rules of engagement are constantly changing. While it's vital to have your own strategy in place, keep a close eye on any reputation mistakes you see others make. Learn from them by adapting your own efforts to avoid making the same mistakes.
CZ: What is the biggest challenge that marketers face around reputation management and are you able to give us a sneak peek into any solutions that you might disclose in your keynote?
AB: The single biggest challenge is not being able to understand your brand's stakeholders. So many reputation blunders happen when a tweet is sent out, or a Facebook update is published. Marketers sometimes try too hard and it ends up offending more people than it did attract. I'm going to show attendees how to better understand their audience by learning from the mistakes made by others over the past year.
CZ: How do you expect ClickZ Live attendees to feel after they have seen your keynote in New York?
AB: Terrified but empowered. When you see just how badly some of the world's top brands messed up in 2013, your initial reaction will be to stick your head in the sand. Don't worry; I'll share practical tips and actionable insights that will give you an edge over your competition.
We look forward to seeing you at ClickZ Live New York, taking place March 31 through April 3. As a reminder to all our readers, this is the last week to secure your pass at the best super saver rate. Hope to see you there!