Become familiar with Google.com/alerts before this exercise.
Pick a large brand that you would like to work for. Imagine that
you have been assigned to do ORM for the brand. Go to
Google.com/alerts.
1. List keywords you think would be important for this brand to
manage and why.
2. Review the screenshot of a Google SERP for "Richard Branson
Virgin." Review the results. Why would an online reputation manager, PR
person, or CEO want to review these frequently? Using the
keywords brought up earlier when using Google Alerts, go see what
those keyword SERPs look like.
3. Analyze what is positive, negative, and neutral on the SERP.
Remember that a neutral website with UGC (user-generated content
– example UGC site: YELP or TripAdvisor or RateMyProfessor or any
forum site) can turn negative quickly, and that they are not ideal,
but neutral sites that lack control from the company/brand are
still better than already negative sites.