Category Archives: Internet Reputation Management

10 Top Reputation Tips from TripAdvisor

Interview with Andrew Wiens, TripAdvisor

At the eTS14 roundtable with Andrew Wiens, TripAdvisor

Based in Los Angeles, Andrew Wiens is International Sales Manager for DMOs at TripAdvisor, an eTourism Summit 2014 sponsor. His media background includes working with large country-level DMOs as well as with smaller city-level partners. We talked to Andrew, a self-admitted tech addict,  during eTourism Summit 2014 in San Francisco, where he offered the following short and sweet advice targeted at DMOs and attractions for good internet reputation management. Take ten from Andrew. 

Andrew Wiens, TripAdvisor

1.  Take ownership of your listing. It’s free and it’s easy.

2.  Upload quality photos; you simply cannot have too many.

3.  Respond to each negative review without being defensive. Shoot for 100 percent coverage.

4.  Recognize positive reviews with a genuine thank you. Aim for 30-50 percent as a minimum.

5.  Remember that you’re speaking to two audiences: the person who wrote the review as well as the rest of the world.

6.  Be original with every response to show you care. Never cut and paste replies.

7.  Match your tone of voice in a reply with the tone of the comment. Be formal when addressed that way, more relaxed when the writer’s style is informal.

8.  Be sincere. A sincere response to a negative review sets you up for an even better review.

9.  Don’t over promise. The fastest way to a crappy review is to over promise and under deliver. 

10. Be authentic. “Authenticity is everything. The second trust goes away, you’re the next Myspace and you’re gone.”

– Laurie Jo Miller Farr, contributor


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Filed under eTourism Summit San Francisco, Internet Reputation Management, TripAdvisor

Online Reputation Management Got You Overwhelmed?

socmediaA guest post by Jim Brody

Here are some solutions





For DMOs and the travel industry alike, the world of digital marketing is exciting, but all too often it is overwhelming.  During the Reputation Management Master Classes I conduct, DMOs frequently mention that the delights of engagement can be steam-rolled by the sheer scope what can realistically be done with limited resources. It’s a convergence of several factors:

  • Every business must engage in online conversation, whether they like it or not
  • A fear of negative comments and its potential impact on the business
  • Content is spread out across too many platforms to effectively monitor
  • Giving the impression that a conversation about you, but without you, means that you don’t control your own marketing
  • Risks associated with engaging in conversation

That’s a lot to digest. Here’s a start to helping you navigate the world of third-party content and put you squarely on the path of effectively managing your reputation:

1. You can’t do everything and be everywhere, but that’s OK.  Different types of content and content websites work well for different types of businesses. The chart below can help you prioritize and focus. This lists the most used platforms for each type of content (i.e. YouTube for video).


Screen shot 2014-09-02 at 11.29.14 AM


2. Actively recruit online advocates.  You’ll need a strategy to make this work for thenature of your business.  For example, lodgings can email following a stay, while DMOs can launch an online promotion to encourage and collect content.

3. Register for Google Alerts for your business to get regular updates of user-generated content as it surfaces across the Internet.

4. Engage with content creators.  Respond politely to bad reviews, comment and thank people for beautiful videos, feature photos on your website, or reach out to bloggers. People respect businesses that get involved in the conversation, honestly and fairly.

5. Make sure you take immediate action to respond to and refute any content you feel is fraudulent.  Most platforms have policies regarding this. Avoid an online debate with the content creator.

6. Be authentic, open and honest about your business or organization.  Someone (or a group of someones) will almost surely make your mistake into an online conversation…and that could go viral (and it would be all your fault).  So don’t lie.  Period.

Jim Brody has 15 years of digital marketing experience including his role helping DMOs manage their reputations on TripAdvisor. He is now collaborating with eTourism Summit to deliver a series of Reputation Management Master Classes for DMOs to educate their stakeholders and partners.



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Filed under eTourism Summit San Francisco, Internet Reputation Management