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Six Free Tools for Online Reputation Management

by Daniel Schawbel  |  
October 14, 2008

Online reputation management consists of tracking your brand and reacting when necessary.

Though sometimes tedious, brand monitoring can save you from a potential disaster when someone cites your name in an article that misrepresents you. Aside from protection, it can help you proactively join conversations around your topic area, helping to get your brand name out there.

It's almost 2009... and if you aren't active online you are missing valuable opportunities to advertise your value to the world—through articles, blog entries, social-network profiles, comments, videos and more.

As both a content producer and consumer, your name is being spread throughout each of these circuits by people you might not even know. In fact, research firm IDC finds that there is more content being created about you than you create yourself.

Part of your brand is in the hands of others, so it's critical that you monitor it before a flame becomes a forest fire.

Do you know what people are saying about you?

If you want to know how to track your presence and monitor your brand, then you are in luck. Below are the top 6 tools for your online reputation management program. They can be used for product and corporate brands in addition to your personal brand. Use each to search, locate and respond when necessary.

Also, they can be leveraged as part of your marketing strategy, to discover your audience and market to them directly.

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Dan Schawbel is the managing partner of Millennial Branding, a Gen Y research and consulting firm. He's also the author of Promote Yourself: The New Rules For Career Success and Me 2.0: 4 Steps to Building Your Future. Reach him at

Twitter: @DanSchawbel.

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  • by StorePromoter Tue Oct 14, 2008 via web

    Great and informative article! is a great directory to increase your online presence.

  • by Martin Edic Tue Oct 14, 2008 via web

    Techrigy offers a free version of our SM2 social media monitoring tools that not only tracks all the sources you mention in one place but also includes extensive analysis tools including sentiment, gender, age, location, authority ranking, etc.

  • by Ana-Marie Jones Tue Oct 14, 2008 via web

    Love articles like this - concise, easy, useful. Like the DAM format (Definition, Application, Marketing Strategy) - makes it so easy to pick the most relevant bits. Thanks!

  • by Melanie Baker Thu Oct 16, 2008 via web

    As an additional, aggregating step (and, yeah, self-promotion), our tools at AideRSS ( analyze these and other sites'/apps' content to determine overall audience engagement with content, companies, etc.

    To use the above approach...

    Definition: AideRSS uses PostRank technology ( to filter and rank any kind of RSS-enabled online content.

    Application: Competitive analysis of what others' are saying/posting, content analysis to determine styles/topics of interest, and general information management.

    Marketing Strategy: Web-based analysis ( - have a new site beta out, too), Google Reader extension ( for subscription management, best posts widget ( to showcase publishers' "greatest hits" content to the audience.

  • by AP Fri Oct 17, 2008 via web

    Great resources. A proactive strategy I like to use with rep management is building a blog with your brand name as part of the domain name (free options include Wordpress and Blogger).

    This blog gives you another web property where you can control the dialogue and information to ensure you shed positive light on your company and you can occupy another spot on the first page of the search engine results page.

  • by Joe Buhler Tue Oct 21, 2008 via web

    These are great resources, however, in my industry, travel & tourism the companies are often small and do not have the staff resources to utilize these tools effectively and track their reputation as well as how to effectively respond when necessary.

    They need outside advice by someone who understands their industry and how the public uses social media tools such as Trip Advisor.

  • by Joe Pete Wed Oct 22, 2008 via web

    Another resource is Ormny or - they are giving away a free online reputation report. They have a lot of good information on their website.

  • by Martin Edic Thu Oct 23, 2008 via web

    Joe Buhler,
    Try the free version of SM2 (techrigy)- it should work fine for smaller travel-related searches.

  • by Jeff Tomlin Mon Oct 27, 2008 via web

    These individual tools are great and should all be used. But monitoring what is going on can be difficult. We have a reputation management tool that will be out in private beta shortly called StepRep. Sign up to participate as a tester if interested:

  • by Julie Weishaar Thu Jan 7, 2010 via web

    Thanks for the well-written and valuable article. I wasn't aware of a few of the tools you suggested and appreciate your sharing.

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