Election Edge: Transforming Online Perception for a Political Victory
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Problem : Misinformation, Fake News, past controversies resurfacing
Background
A mayoral candidate faced significant challenges in managing their online reputation during a highly competitive election cycle. Our Online Reputation Management (ORM) company was tasked with ensuring that the candidate’s online presence was positive, consistent, and influential enough to sway public opinion.
Challenges
The Client was dealing with significant challenges in managing their online reputation during a highly competitive election cycle.
- Negative Content Management: The mayoral candidate faced issues with negative content appearing online, which needed to be addressed to maintain a positive public image.
- Reputation Monitoring: Continuous monitoring of the candidate’s online presence was necessary to quickly respond to any potential threats or negative press.
- Public Influence: The campaign had to ensure that the candidate’s reputation was strong enough to influence voters positively.
Solution
We implemented a comprehensive ORM campaign that focused on monitoring and analysis, asset building, and the strategic removal of negative content.
Monitoring & Analysis
1. Google Alerts and Meltwater Tracking
We set up Google Alerts and Meltwater to monitor mentions of the candidate across the internet, including news articles, blog posts, and forums. This provided real-time updates, allowing us to respond quickly to emerging stories.
2. Sentiment Analysis
Using tools like Brandwatch and Sprout Social, we analyzed the sentiment of social media posts, comments, and discussions related to the candidate. By tracking platforms like Twitter, Facebook, TikTok and Instagram, we were able to identify the overall public sentiment and adjust our strategies accordingly. This helped us quickly address negative sentiment and reinforce positive discussions.
3. Engagement Metrics
We utilized apps like Mention and Competitors to monitor engagement metrics, such as likes, shares, retweets, and comments. By analyzing these metrics, we gauged public interest and engagement levels, identifying which content resonated most with the audience. This allowed us to amplify successful messages and refine underperforming ones.
4. Hashtag Tracking
Our team analyzed the performance and reach of specific campaign-related hashtags. By tracking the effectiveness of hashtags, we optimized their use in social media posts, ensuring maximum visibility and engagement.
8. News Aggregators
We employed Google News Alerts and Meltwater to track mentions of the candidate across online news outlets. By staying informed of all media coverage, we could quickly address any negative press and promote positive stories.
9. Monitoring Opponents’ Campaigns
Using Mention and Talkwalker, we monitored the digital activity of the candidate’s opponents. This included tracking their social media posts, website updates, and news coverage. By understanding the opponents’ strategies, we anticipated their moves and countered them with our own positive content.
Asset Building
1. YouTube Videos
We produced a series of YouTube videos that highlighted the candidate’s achievements and vision for the community. These videos were optimized for search and featured in the video carousel, increasing their visibility.
2. Social Profiles
We optimized the candidate’s social media profiles across all major platforms, ensuring consistent messaging and branding. Regular updates and engaging content helped to maintain a strong online presence.
3. Wikipedia Entries
We created and maintained a Wikipedia entry for the candidate, ensuring that the information was accurate, comprehensive, and well-cited. This entry became a valuable resource for voters seeking neutral information.
5. Medium Articles
We published articles on Medium that highlighted key aspects of the candidate’s platform and community impact. These articles were shared across social media and linked back to the campaign website, driving traffic and increasing visibility.
6. Website and Blog Posts
We continually updated the candidate’s website with fresh blog posts that covered campaign news, policy positions, and community events. These posts were optimized for SEO, helping to drive organic traffic.
7. Press Releases and Interviews
We orchestrated press releases and interviews with local media to promote the candidate’s achievements and vision. These were distributed widely, generating positive media coverage.
Removing Bad Results
2. Google Search TOS Violations
We also identified content that violated Google’s search terms of service and filed DMCA takedown requests for copyright infringement. These actions led to the removal of several negative search results that were unfairly impacting the candidate’s reputation.
3. Direct Negotiations with Publishers/Webmasters
In some cases, we directly negotiated with publishers and webmasters to remove or amend negative content. By providing factual corrections or appealing to their sense of fairness, we were able to resolve several issues amicably.
4. Legal Cease and Desist
For the most egregious cases of defamation or false information, we issued legal cease and desist letters. This legal action resulted in the retraction or removal of several damaging pieces of content.
Results
The comprehensive ORM campaign resulted in a significant improvement in the candidate’s online reputation. Positive content dominated search engine results and social media platforms, while negative content was minimized or removed. Engagement metrics showed a marked increase in public interest, and the candidate’s website traffic surged as voters sought out more information. The successful management of the candidate’s online reputation contributed to a strong performance in the election, helping to secure their position as a leading candidate.
Conclusion
This case study demonstrates the effectiveness of a multifaceted ORM strategy in managing and enhancing a political candidate’s online presence. Through diligent monitoring, strategic asset building, and the removal of harmful content, we were able to shape public perception and support the candidate’s campaign goals.
