cyber-slammed by your client: what you can & cannot do to manage your online reputation as a...
TRANSCRIPT
“You only had the percep1on of control because you didn’t hear
the nega1ve things customers were saying . . . .
You ran your business in a vacuum.”
___
Gini Dietrich
“Repetition makes reputation and reputation
makes customers.” ��
___ ��
Elizabeth Arden
Tamara G. SuBle, M.Ed., LPC Colorado Counseling Associa1on
April 10, 2015
Cyber-Slammed by Your Client
What You Can & Cannot Do to Manage Your Online Reputation as a
Professional Counselor
You’re in the right place if you . . .
ü Work with clients who have difficulty in rela1onships
ü Like to hang out on Facebook, TwiBer or LinkedIn
ü Have never given a second thought to your online reputa1on
You’re in the right place if you . . .
ü Have never had a client mad at you
ü Work with high-‐conflict clients
ü You live off the grid, don’t own a computer, and have never chosen to leave a comment anywhere online
Tamara G. SuBle, M.Ed., LPC Colorado Counseling Associa1on
April 10, 2015
Cyber-Slammed by Your Client
What You Can & Cannot Do to Manage Your Online Reputation as a
Professional Counselor
A little about me . . . ü Licensed Professional Counselor
ü Marke1ng & Business Coach
ü Blog at Private Prac1ce from the Inside Out
ü Social Media Junkie
What about You?
How Clients Can� Damage Your Reputation
Digital Footprint
Click here for more info
What You Can & Cannot Do to Ethically �
& �Legally �
Protect Your Reputation
Online Click here for link to ACA Code of Ethics
Housekeeping ü Volunteers
ü Sign in to receive email w/ access to handout
ü Workshop evalua1ons
1991 Marke)ng for Mental Health
Face-‐to-‐Face Networking
My Story
1997
Former Client Blogging about �Cathal P. Grant, MD,
Melody A. Hubnik, Ph.D, LPC, LMFT, & Sharon D. Walters, RN, CNS, PMHNP
in Colleyville, Texas
Former Client Left Low Ratings � of Barbara Sheehan-Zeidler, MA, LPC �
in Littleton, Colorado
Stolen Head Shot of �Carol E. Cummings, LPC, CGRS �
in Loveland, Colorado
WARNING – Clicking on this link will take you to a pornographic website
The Consequences
Former Client Blogging about �Cathal P. Grant, MD,
Melody A. Hubnik, Ph.D, LPC, LMFT, & Sharon D. Walters, RN, CNS, PMHNP
in Colleyville, Texas
A noisy client can be your private prac1ce evangelist or your
private prac1ce nightmare.
What Attacks on Your Reputation
Look Like
Anonymity & Aliases Complicate Protec1ng You
Too many therapists in this situa1on think solu1on is to go offline or to close up shop or to bury their heads In the sand hope it will go away.
Amplify Your Message
Digital Footprint
Reputation Mattersü 60% of your agency or prac1ce’ market value is aBributed to your business’ reputa-on
ü 49% of your business’ reputa1on is aBributed to the owner’s reputa-on
Potential Clients Searchü 73% of consumers say posi1ve reviews make them trust a business more
ü Consumers trust online reviews by total strangers 12 1mes more than they trust you to tell the truth about your business
Reputation Matters
ü Some sta1s1cs say that users Google someone else’s name 50 million -mes / day
When You Think You’re Off Line, You’re Not
Implement the PlanStep 1 -‐ Conduct an Online Audit Step 2 -‐ Strategize to Meet Your Goals Step 3 -‐ Iden1fy What Needs to Be Cleaned Up Step 4 -‐ Assign Responsibility Step 5 – Begin the Clean Up Step 6 -‐ Get Seen on Your Own Blog Step 7 -‐ Use Social Media to Change Minds Step 8 -‐ Implement the Strategy
Step 1 – Conduct an Online Audit
Step 2 � – �
Strategize �to Meet �
Your Goals
Step 3 – Identify What Needs �to Be Cleaned Up
Step 4 – � Assign Responsibility
Step 6 – Build Your Online Presence through Social Media
Step 6 – Get Seen �on Your Own Blog
Step 7 – ����
Step 7 –
Use Social Media to
Change Minds to �
Change People’s Minds
Step 8 – Commit to Authenticity, Transparency &
Vulnerability
Step 8 -‐ Implement the Strategy
“You can’t control the conversa1on
but you can be a part of it.”
___
Howard J. Luks, MD
Implement the PlanStep 1 -‐ Conduct an Online Audit Step 2 -‐ Strategize to Meet Your Goals Step 3 -‐ Iden1fy What Needs to Be Cleaned Up Step 4 -‐ Assign Responsibility Step 5 – Begin the Clean Up Step 6 -‐ Get Seen on Your Own Blog Step 7 -‐ Use Social Media to Change Minds Step 8 -‐ Implement the Strategy
The Last Word
Your professional reputation and your business reputation
are only as good as your online search results.
Resources to Help You �Manage Your Online Reputation
Spokeo
Trackbacks
Google Alerts
Survey Monkey
BlogStart for Therapists
Bibliography17 Tips to Help You Handle Online Complaints & Nega1ve Reviews. (2014, October 24). Retrieved March 31, 2015, from hBps://www.reachlocal.com/us/en/ar1cle/17-‐1ps-‐help-‐you-‐handle-‐online-‐complaints-‐nega1ve-‐reviews 2014 ACA Code of Ethics. (2014, March 1). Retrieved March 31, 2015, from hBp://www.counseling.org/knowledge-‐center/ethics Beal, A. (2015, January 27). 86% Would Pay More for a Service Provider with Posi1ve Reviews. Retrieved March 31, 2015, from hBp://www.trackur.com/posi1ve-‐reviews-‐service-‐provider Brown, B. (2010). The gims of imperfec1on: Let go of who you think you're supposed to be and embrace who you are. Center City, Minnesota: Hazelden. Bourguin, T. (n.d.). Is Removing Bad Yelp Reviews Possible? (and Should You Do It?). Retrieved March 31, 2015, from hBp://www.onlinereputa1on.com/is-‐removing-‐bad-‐yelp-‐reviews-‐possible-‐and-‐should-‐you-‐do-‐it/
Bibliography (cont.)
Boyer, A. (n.d.). 7 Must-‐Use Online Reputa1on Tracking Tools. Retrieved March 31, 2015, from hBp://www.onlinereputa1on.com/7-‐must-‐use-‐online-‐reputa1on-‐tracking-‐tools/ Boyer, A. (n.d.). 10 Important Tips for Dealing with Nega1ve Yelp Reviews. Retrieved March 31, 2015, from hBp://www.onlinereputa1on.com/10-‐important-‐1ps-‐for-‐dealing-‐with-‐nega1ve-‐yelp-‐reviews/ Boyer, A. (n.d.). Brand Reputa1on: Why Your Personal Digital Brand is Not the Same as You. Retrieved March 31, 2015, from hBp://www.onlinereputa1on.com/brand-‐reputa1on-‐why-‐your-‐personal-‐digital-‐brand-‐is-‐not-‐the-‐same-‐as-‐you/ Boyer, A. (n.d.). Don't Feed the Trolls: 5 Types of Comments You Should Never Leave Online. Retrieved March 31, 2015, from hBp://www.onlinereputa1on.com/dont-‐feed-‐the-‐trolls-‐5-‐types-‐of-‐comments-‐you-‐should-‐never-‐leave-‐online/
Bibliography (cont.)
Boyer, A. (n.d.). How to Apologize Online: The Ul1mate Guide. Retrieved March 31, 2015, from hBp://www.onlinereputa1on.com/the-‐art-‐of-‐apologizing-‐online-‐an-‐ul1mate-‐guide/ Dietrich, G. (2014). Spin sucks: Communica1on and reputa1on management in the digital age. Indianapolis, Indiana: Que Publishing. Google Offers Easy Online Reputa1on Monitoring. (n.d.). Retrieved March 31, 2015, from hBp://www.onlinereputa1on.com/google-‐offers-‐easy-‐online-‐reputa1on-‐monitoring/ Jones, E. (2014, September 26). Five Handy Tips for Finishing Off 2014 with Your Reputa1on in Tact. Retrieved March 31, 2015, from Beal, A. (2015, January 27). Kolmes, K. (2009, May 7). The Yelp Dilemma: Clients Reviewing Their Therapists on Review Sites. Retrieved March 31, 2015, from http://drkkolmes.com/2009/05/07/the-yelp-dilemma-clients-reviewing-their-therapists-on-review-sites/
Bibliography (cont.)Kolmes, K. (2012, March 18). SXSW 2012 – WARNING: Are Online Reviews Bad for Your Health? Retrieved March 31, 2015 from hBp://drkkolmes.com/2012/03/18/sxsw-‐2012-‐warning-‐are-‐online-‐reviews-‐bad-‐for-‐your-‐health/ Li, C. (2015). The Engaged Leader. Philadelphia, Pennsylvania: Wharton Digital Press. Marshall, S. (2013, March 20). 5 Complainer-‐Customer Personas and the Role of Social Media [Plus an Infographic]. Retrieved March 31, 2015, from hBp://www.marke1ngprofs.com/ar1cles/2013/10347/five-‐complainer-‐customer-‐personas-‐and-‐the-‐role-‐of-‐social-‐media Pho, M.D., K. (2013). Establishing, Managing & Protec1ng Your Online Reputa1on: A Social Media Guide for Physicians & Medical Prac1ces. Phoenix, Maryland: Greenbranch Publishing. Platt, G. (2014, December 10). Reputation Rules for Fun and Profit(s). Retrieved March 31, 2015, from https://www.linkedin.com/pulse/20141210160118-1263216-reputation-rules-for-fun-and-profit-s
Bibliography (cont.)
Silver Smith, C. (2015, March 23). 9 Key Points for Cleaning Up Your Online Reputa1on Nightmare via SEO. Retrieved March 31, 2015, from hBp://marke1ngland.com/9-‐key-‐points-‐cleaning-‐online-‐reputa1on-‐nightmare-‐via-‐seo-‐121924 Slim, P. (2013). Body of work: Finding the thread that 1es your story together. New York, New York: Penguin Group. Smith, T. (2015, February 25). 5 Ways You Can Protect Your Brand Online. Retrieved March 31, 2015, from hBps://www.internetretailer.com/commentary/2015/02/25/5-‐ways-‐you-‐can-‐protect-‐your-‐brand-‐online-‐2015 Title 22, Texas Administra1ve Code: Code of Ethics, Chapter, 681, (2011). Weckerle, A. (2013). Civility in the digital age: How companies and people can triumph over haters, trolls, bullies, and other jerks. Indianapolis, Indiana: Que Publishing.
Bibliography (cont.)
Weinberg, T. (2015, March 24). 6 Social Media Monitoring Tools to Track Your Brand. Retrieved March 31, 2015, from hBp://www.socialmediaexaminer.com/6-‐social-‐media-‐monitoring-‐tools/ Whyte, D. (2001). Crossing the unknown sea: Work as a pilgrimage of iden1ty. New York, New York: Riverhead Books.
“It takes 20 years to �build a reputation �
and five minutes to ruin it. ��
If you think about that, �you’ll do things differently.” �
___
Warren Buffet
Thank you for choosing to spend your afternoon with me! I hope you’ll let me know if you need anything at all to help you build, monitor, and protect your professional reputation. Tamara
TwiBer
Google +
“What I love about
working with Tamara is that she is
truly an idea
factory.”
“What I love about working with Tamara is that she is truly an idea factory. I come out of our mee1ngs with pages and pages of notes and ideas about how I can make my business bigger, beBer and more fun. Over the years, she has been not only been one of my biggest cheerleaders, but also a fantas)c coach and mentor. Tamara has taught me how to scale my business to make it more profitable, and has nudged me toward crea1ng group classes and online programs, instead of just selling my 1me by the hour. She is one of the most talented coaches I know — she’s absolutely worth every penny.”
www.BethHayden.com
Tamara does a beautiful job of providing information in a way that is user-friendly and actionable.”
“Tamara’s website and blog have provided me with so much valuable informa)on that it’s hard to describe in a paragraph and do it jus1ce! Each 1me I receive an update in my inbox from Private Prac1ce Inside Out, I immediately click on the link and go directly to the blog post. I know in a there is going to be some helpful resource or 1p that will inspire me or make me look at private prac1ce from a different perspec1ve. Things like sezng rates, client confiden1ality, marke1ng, etc. can be tough topics to handle as a therapist, but Tamara does a beau)ful job of providing informa)on in a way that is user-‐friendly and ac)onable. I have also found her to be helpful and personable in my email interac1ons with her! I share her website and blog with everyone who will listen!“
www.WhMusicTherapy.com
“I encourage you to talk to Tamara. For me, the investment
has paid for itself and
then some.”
“Tamara . . . stood out for her warmth, generosity, energy, and ability to put me at ease. Not only was Tamara more economical than other coaches, I have also goNen more support and feedback because of our email contact between sessions, which has been invaluable as I stretch my comfort zones! What I needed was someone experienced and successful to give me language I could use with clients and other therapists about running a private prac1ce outside of managed care. Tamara was that person. What I like so much about my work with Tamara, and her posts, is that it has also exposed me to so many other resources of informa)on, and empowered me to believe that I can succeed in promo)ng my business online. . . .For me, the investment has paid for itself and then some.” www.AmyMaricle.com
“Thanks to Tamara’s
experience, insight and
encouragement, I can
confidently say I have found my
style of marketing and
networking that works for me.”
“With Tamara’s gentle, honest, and direct guidance, I faced some of my fears, opened up to some of my ‘do I dare to dream’ hopes, and gained confidence in invaluable ways. . . . . Thanks to Tamara’s experience, insight, and encouragement, I can confidently say I have found my style of marke1ng and networking that work for me. With this new level of confidence, I have more community connec1ons, established trusted rela1onships, and client referrals . Working with Tamara has been an important contribu)ng factor to my success as a LPC in private prac1ce.”
www.Crea)veAndCaringCounseling.com