MKT 440 Week 5 Monitoring Online Conversations Recent
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MKT 440 Week 5 Monitoring Online Conversations Recent
Monitoring Online Conversations
Instructions:
Select a major company of your choice.
Write a 1,200- to 1,400-word paper that addresses the following:
• Define Online Reputation Management (ORM) and Search Engine
Results Page (SERP).
• Using specific examples, describe how your chosen company is
managing ORM well.
• Using Google Alerts, select 10 alerts that you would set up for your
company and explain why you chose them.
• As a reputation manager, PR person, or CEO, would you want to
review these frequently? Why or why not?
• Using the keywords chosen in your Google Alerts, research each of
the keyword SERPs using Google and Bing.
• Analyze the SERPs and explain the results: Is content negative?
Positive? Neutral? Why do you think this is? Is the content created by
the company itself or by outside customers, vendors, or partners?
What differences in results appear between Bing and Google?
Recommend improvements that can be made to ORM for your chosen
company?
Format your paper consistent with APA guidelines. You can use
screenshots, tables, graphics, and diagrams to answer the questions.
Click the Assignment Files tab to submit your assignment.
Supporting Material: Monitoring Online Conversations Grading Guide