{"id":11392,"date":"2013-10-06T02:18:05","date_gmt":"2013-10-05T23:18:05","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/?p=9347"},"modified":"2013-10-06T02:18:05","modified_gmt":"2013-10-05T23:18:05","slug":"online-itibar-yonetimi-oiy-nasil-yapilir","status":"publish","type":"post","link":"https:\/\/atif.unaldi.org\/blog\/2013\/10\/06\/online-itibar-yonetimi-oiy-nasil-yapilir\/","title":{"rendered":"Online \u0130tibar Y\u00f6netimi (OIY) nas\u0131l yap\u0131l\u0131r?"},"content":{"rendered":"

Bir\u00e7ok insan ihtiyac\u0131 oldu\u011funu d\u00fc\u015f\u00fcnene kadar online itibar konusu \u00fczerine kafa yormuyor. <\/p>\n

Asl\u0131nda, siz ve \u015firketiniz hakk\u0131nda, SERP’lerde negatif yorumlar \u00e7\u0131kmaya ba\u015flamadan \u00f6nce, bir online itibar y\u00f6netim program\u0131 belirlemeniz gerekir. K\u00f6t\u00fc haber, markan\u0131z\u0131n \u00fcst\u00fcne yap\u0131\u015fmadan \u00f6nce bir hareket plan\u0131 belirlemek \u00e7ok daha sa\u011fl\u0131kl\u0131 olur.<\/p>\n

\u0130tibar y\u00f6netimi kirli bir i\u015f olabilir<\/p>\n

\u0130lgin\u00e7tir ki, online itibar y\u00f6netiminin kendisi de son zamanlarda bir imaj s\u0131k\u0131nt\u0131s\u0131 ya\u015famaktad\u0131r.<\/p>\n

Eyl\u00fcl ay\u0131n\u0131n ba\u015flar\u0131nda, New York Savc\u0131s\u0131 Eric Schneiderman, 19 SEO \u015firketini, sahte de\u011ferlendirmeler (di\u011fer bir deyi\u015fle, astroturfing) olu\u015ftururken su\u00e7\u00fcst\u00fc yakalam\u0131\u015ft\u0131r. Bu aslen sahteciliktir, itibar y\u00f6netimi de\u011fil. Ve e\u011fer Yelp de\u011ferlendirmelerindeki yar\u0131m y\u0131ld\u0131zl\u0131k bir oynama, bir restoran\u0131n bat\u0131p \u00e7\u0131kmas\u0131n\u0131 belirleyebiliyorsa, \u015firket sahiplerinin nas\u0131l ve neden ba\u015ftan \u00e7\u0131kt\u0131\u011f\u0131n\u0131 anlayabiliriz.<\/p>\n

\u0130tibar y\u00f6netimi pis bir i\u015f de olabilir.<\/p>\n

Ge\u00e7mi\u015fte, baz\u0131 potansiyel m\u00fc\u015fteriler, insanlar\u0131 kand\u0131r\u0131p birikimlerini doland\u0131rd\u0131klar\u0131 bir sahtekarl\u0131kla ilgili yay\u0131nlananlar\u0131 temizlemem i\u00e7in bana ba\u015fvurdular.<\/p>\n

Hatta, mahkumiyeti olan bir pedofil bile, itibar\u0131n\u0131 temizlemem i\u00e7in benimle g\u00f6r\u00fc\u015ft\u00fc. Bu adam, insanlar\u0131n evine eline kolunu sallay\u0131p, rahatl\u0131kla giren bir m\u00fcteahhitti -tahminimce \u00e7ocuklar\u0131n oldu\u011fu evleri tercih ediyordu. Bu ve benzeri sefillerden uzak duruyorum. Siz de \u00f6yle yapmal\u0131s\u0131n\u0131z!<\/p>\n

Bizlerin kar\u015f\u0131la\u015ft\u0131\u011f\u0131 ve u\u011fra\u015ft\u0131\u011f\u0131m\u0131z online itibar konular\u0131n\u0131n \u00e7o\u011fu memnuniyetsiz m\u00fc\u015fteriler, hastalar ve \u00e7al\u0131\u015fanlar \u00fczerine. Onlar\u0131n yorumlar\u0131 de\u011ferlendirme sitelerinde veya sadece memnuniyetsizlik belirtmek i\u00e7in kurulan sitelerde yay\u0131nlan\u0131yor.<\/p>\n

Ancak, en iyi kurumlar bile m\u00fc\u015fteri ve \u00e7al\u0131\u015fanlar\u0131yla sorunlar ya\u015fayacakt\u0131r. Internetin do\u011fas\u0131 gere\u011fi, tek bir \u015fikayet bile hemen 1. Sayfa’ya \u00e7\u0131kabilir ve bir i\u015fletmenin \u00e7ok say\u0131da m\u00fc\u015fteri kaybetmesine sebep olabilir. Bu tabii ki tam bir haks\u0131zl\u0131k!<\/p>\n

\u0130yi bir i\u015fletmenin, b\u00f6ylesi bir durumu y\u00f6nlendirmesinde, i\u015f ahlak\u0131 a\u00e7\u0131s\u0131ndan hi\u00e7bir sak\u0131nca g\u00f6rm\u00fcyorum. Google da ayn\u0131 \u015fekilde d\u00fc\u015f\u00fcn\u00fcyor olmal\u0131 ki, arama sonu\u00e7lar\u0131nda itibar y\u00f6netimi i\u00e7in s\u0131ralanan resmi g\u00f6r\u00fc\u015fleri:<\/p>\n

Profillerinizi sahiplenin
\nGoogle’\u0131n, itibar y\u00f6netimi metodu olarak pozitif i\u00e7erik payla\u015f\u0131lmas\u0131n\u0131 \u00f6nermesi hi\u00e7 de b\u00fcy\u00fck bir s\u00fcrpriz de\u011fil. Google’\u0131n marka yanl\u0131s\u0131 olmas\u0131 sayesinde, parazit sunucu stratejisi, h\u00e2l\u00e2, kullan\u0131c\u0131 profillerinin de\u011ferlendirilmesinde i\u015fe yar\u0131yor.<\/p>\n

Parazit sunucu, i\u00e7eri\u011fin kendili\u011finden yay\u0131nlanmas\u0131na izin veren y\u00fcksek g\u00fcven ve etki sahibi websitelerini tan\u0131mlamak i\u00e7in kullan\u0131l\u0131r. Bunun faydas\u0131, i\u00e7erik de\u011ferlendirilirken, sunucu domain’inin etkisi ve g\u00fcvenilirli\u011fidir.
\nOnline itibar y\u00f6netimi i\u00e7in en iyi parazit sunucular\u0131ndan baz\u0131lar\u0131 \u015f\u00f6yledir:<\/p>\n

Facebook
\nFoursquare
\nGoogle+
\nLinkedIn
\nPinterest
\nQuora
\nTumblr
\nTwitter
\nYelp
\nYouTube
\nBu isimler ni\u015f, \u00fclke ve end\u00fcstriye g\u00f6re daha da \u00e7e\u015fitlenebilir.<\/p>\n

Pro \u0130pucu: Sosyal medya mecralar\u0131nda m\u00fcmk\u00fcn olan t\u00fcm profillere sahip olman\u0131z \u00e7ok iyi olur. Ama as\u0131l \u00f6nemlisi, en iyi ilk 10’u aktif olarak y\u00f6netmektir. HootSuite gibi bir ara\u00e7 kullanarak bir\u00e7ok sosyal medya hesab\u0131n\u0131 y\u00f6netip, markan\u0131z\u0131n ad\u0131 ge\u00e7ti\u011finde takip edebilirsiniz.<\/p>\n

\u0130\u00e7erik yaratmak & onu en iyi \u015fekilde kullanmak
\nParazit sunucu kullanman\u0131n yan\u0131 s\u0131ra, kendi websitenizin de\u011ferini art\u0131rmal\u0131s\u0131n\u0131z:<\/p>\n

Bir biyografi sayfas\u0131 yaratmak veya mevcudu kuvvetlendirmek.
\nSub-domain\u2019ler ve OIY destekli i\u00e7erik kullanmak (\u00f6rn: Ele\u015ftiri.domainad\u0131n.com).
\nGoogle+ hesab\u0131 edinmek.
\nBlog\u2019unuza i\u00e7erik eklemek (e\u011fer gerekliyse bir blog ba\u015flat\u0131n).
\nYeni i\u00e7erik olu\u015ftururken her t\u011fr ORM konusunu i\u00e7erecek \u015fekilde kuvvetlendirin. Bu genellikle \u015fu ba\u015fl\u0131klarda i\u00e7erik yaratmak anlam\u0131na gelir:
\nMarka ismi + kategori
\nMarka ismi + en \u00e7ok sat\u0131lan \u00fcr\u00fcnler
\nMarka ismi + Google\u2019\u0131n \u00f6nerdi\u011fi kelime ve c\u00fcmleler (\u00f6rn: Marka Ad\u0131 Doland\u0131r\u0131c\u0131l\u0131\u011f\u0131, Marka Ad\u0131 De\u011ferlendirmeleri).
\nInternette var olan ve SERP\u2019leri art\u0131rmas\u0131 muhtemel i\u00e7eriklerin \u00f6ne \u00e7\u0131kar\u0131lmas\u0131:<\/p>\n

Bazen 2. Sayfa\u2019daki SERP\u2019leri, \u00e7ok az bir \u00e7al\u0131\u015fmayla, 1. Sayfa\u2019ya \u00e7\u0131karabilecek olumlu i\u00e7erikler bulabilirsniz. Bu sayfalardan faydalan\u0131n.<\/p>\n

Konuk payla\u015f\u0131mlar\u0131:<\/p>\n

T\u00fcm konuk payla\u015f\u0131mlar\u0131n\u0131n, bulunulan ni\u015fle ba\u011flant\u0131l\u0131 ger\u00e7ek bir blog\u2019a y\u00f6nlenmesi gerekir. Tek fark payla\u015f\u0131lan i\u00e7eri\u011fin OIY i\u00e7in kuvvetlendirilmi\u015f olmas\u0131d\u0131r.<\/p>\n

EMAT savunmas\u0131:<\/p>\n

Marka ad\u0131 + OIY kelimeleriyle, .com, .net ve .org uzant\u0131l\u0131 t\u00fcm domain adreslerini alma konusunu de\u011ferlendirin. En az\u0131ndan bu sayede k\u00f6t\u00fc niyetli ki\u015fileri domain\u2019lerden uzak tutar. Duruma g\u00f6re, farkl\u0131 C-s\u0131n\u0131f\u0131 IP adresleri \u00fczerinden mini siteler kurabilirsiniz.<\/p>\n

\u0130ftiraya kar\u015f\u0131 domain savunmas\u0131: <\/p>\n

Kilit noktalardaki \u00e7al\u0131\u015fanlar\u0131n\u0131za ve markaya zarar verebilece\u011fini d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fcz, farkl\u0131 domain isimlerini alabilirsiniz. Birden Ad\u0131nBerbat.com gibi bir domain\u2019le kar\u015f\u0131la\u015fmak \u00e7ok ho\u015f olmaz, de\u011fil mi? Kendi \u00e7\u0131kar\u0131 i\u00e7in veya \u00e7amur atmak i\u00e7in yer arayan ki\u015filerin elinden bu TLD olas\u0131l\u0131\u011f\u0131n\u0131 al\u0131n.<\/p>\n

Ba\u011flant\u0131 yapmak:
\nSERP\u2019lerden \u00f6ne \u00e7\u0131karmaya \u00e7al\u0131\u015ft\u0131\u011f\u0131\u0131n\u0131z var olan sayfalardan baz\u0131lar\u0131, halihaz\u0131rda authority sitelerinde(?) mevcuttur. Hepsi olmasa da, kelimelerin \u00e7o\u011fu rekabe yaratan kelimeler de\u011fildir. BUnun sizin i\u00e7in anlam\u0131, bir URL\u2019I hareketlendirmek istedi\u011finizde az say\u0131da ba\u011flant\u0131 yeterli olacakt\u0131r. Penguin-onayl\u0131 kolay ba\u011flant\u0131lar se\u00e7mek genellikle yeterli olacakt\u0131r.<\/p>\n

Bir Sosyal Medya \u0130lkesi Benimseyin
\nOrganik aramaya hakim olacak bir programa sahip olmak iyi bir ba\u015flang\u0131\u00e7 olur, ama sosyal medya OIY\u2019e yepyeni bir anlay\u0131\u015f getirdi. \u00c7\u0131lg\u0131nca g\u00f6z\u00fckse de, bir tak\u0131m sosyal medya \u201cfelaketleri\u201d kendi kendine ortaya \u00e7\u0131k\u0131yor.<\/p>\n

Bu, \u201ciyi niyetli\u201d ama sosyal medya hakk\u0131nda bilgili olmayan, i\u015f sahipleri veya \u00e7al\u0131\u015fanlar\u0131n, uygun olmaya \u015fekillerde verdikleri tepkiler sonucunda ger\u00e7ekle\u015fiyor. Buna klasik bir \u00f6rnek Toronto\u2019daki Dark Horse Espresso\u2019dur:<\/p>\n

Yukar\u0131daki, maalesef, hi\u00e7 de harika bir cevap de\u011fil, ama \u00e7ok daha k\u00f6t\u00fcs\u00fc de olabilirdi.<\/p>\n

Bir sosyal medya ilkesine sahip olmak ve bu ilkeyi t\u00fcm \u00e7al\u0131\u015fanlar\u0131n\u0131zla payla\u015fmak yukar\u0131dakine benzer yanl\u0131\u015f ad\u0131mlar\u0131 \u00f6nleyebilir. Tekerle\u011fi tekrar icat etmektense Chris Bourdreaux taraf\u0131ndan 274 farkl\u0131 ilkenin bir araya topland\u0131\u011f\u0131 Social Media Governance veritaban\u0131na bir g\u00f6zat\u0131n. Kendi i\u015finize benzer \u015firketlerin takip etti\u011fi ilkeleri inceleyin ve kendiniz i\u00e7in en iyi olan uygulamalar\u0131 benimseyin.<\/p>\n

Ne \u0130zlemeli<\/p>\n

Baz\u0131 s\u0131k g\u00f6r\u00fclen itibar sorunlar\u0131na \u00e7\u00f6z\u00fcmleri oturttuktan sonra, bu konulara de\u011finmenin tam zaman\u0131d\u0131r. \u0130lk ad\u0131m, i\u00e7inde bulunulan durumu de\u011ferlendirmektir.<\/p>\n

Genellikle, \u015fu a\u015fa\u011f\u0131dakileri izlemek gerekir:<\/p>\n

– Firma ad\u0131
\n– Marka ad\u0131
\n– Kilit noktalardaki \u00e7al\u0131\u015fanlar\u0131n adlar\u0131
\n– Kullan\u0131c\u0131 ad\u0131
\nNas\u0131l \u0130zlemeli<\/p>\n

A\u015fa\u011f\u0131da \u00f6nerilen baz\u0131 ara\u00e7lar\u0131 bulabilirsiniz:<\/p>\n

– Google Web Alerts \u2013 Google Kontrol Paneli\u2019nde > Me on the Web
\n– Yahoo Alerts
\n– Mention.net
\n– Naymz
\n– Rankur
\n– Twitter Arama
\n– Google Arama
\nPro \u0130pucu: Takip etti\u011finiz SERP\u2019lerin 1. Sayfa\u2019s\u0131nda g\u00f6r\u00fcnen \u201cdoland\u0131r\u0131c\u0131l\u0131k\u201d veya \u201cele\u015ftiri\u201d sitelerini, d\u00fczenli olarak kendiniz kontrol edin.<\/p>\n

Uyar\u0131lar\u0131 Ele Alman\u0131n Yollar\u0131<\/p>\n

Uyar\u0131larla hi\u00e7 gecikmeden ilgilenilmeli ve nas\u0131l ele al\u0131naca\u011f\u0131 konusunda karar verilmeli. Uygun cevaplar:<\/p>\n

-Hi\u00e7bir \u015fey yapmay\u0131n: Bu en \u00e7ok rastlanan yan\u0131tt\u0131r, bir\u00e7ok mention(?) pozitif veya n\u00f6tr olacakt\u0131r.<\/p>\n

– Cevap verin: E\u011fer takip etti\u011finiz ilkeler bir cevap verilmesi gerekti\u011fini belirtiyorsa, cevap verilecek en iy forumu belirleyin. Birebir g\u00f6r\u00fc\u015fme mi daha etkili olacak yoksa internet \u00fczerinden soru-cevap olarak ilerlemek mi? Hi\u00e7bir zaman negative duygularla yan\u0131t vermeyin. Internette g\u00f6rmekten endi\u015fe duyaca\u011f\u0131n\u0131z hi\u00e7bir \u015feyi \u201c\u00f6zelden\u201d de s\u00f6ylemeyin.<\/p>\n

– E\u011fer yanl\u0131\u015f yapt\u0131ysan\u0131z: Sorumlulu\u011funuzu kabul edin. \u00d6z\u00fcr dileyin. Durumu d\u00fczeltmek i\u00e7in neler yap\u0131laca\u011f\u0131n\u0131 anlat\u0131n ve tekrar edilmemesi i\u00e7in t\u00fcm gerekenleri yap\u0131n. Yap\u0131lan hataya dahil olmu\u015f herkesle ileti\u015fime ge\u00e7in, b\u00f6ylece onlar da durumun fark\u0131na var\u0131p gelecekte ayn\u0131 durumu ya\u015famazlar.<\/p>\n

Sonu\u00e7ta<\/p>\n

B\u00fcnyenizde, m\u00fc\u015fteri hizmetlerini \u00f6nceli\u011finiz haline getirin ve \u00f6n saflardaki herkesle bu durumu payla\u015f\u0131n. Bir sosyal medya ilkesi edinin ve bu \u00e7er\u00e7evede ilerleyin. \u0130nsanlarla ileti\u015fime ge\u00e7ti\u011finizde, mutlaka, Golden Rule (Alt\u0131n Kural) ilkelerini uygulay\u0131n. BU basit tavsiyeyi dinlerseniz, bir \u00e7ok itibar sorununu \u00e7\u00f6zebilirsiniz ve \u00e7\u00f6zeceksiniz.<\/p>\n

\"20131006-021833.jpg\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Bir\u00e7ok insan ihtiyac\u0131 oldu\u011funu d\u00fc\u015f\u00fcnene kadar online itibar konusu \u00fczerine kafa yormuyor. Asl\u0131nda, siz ve \u015firketiniz hakk\u0131nda, SERP’lerde negatif yorumlar \u00e7\u0131kmaya ba\u015flamadan \u00f6nce, bir online itibar y\u00f6netim program\u0131 belirlemeniz gerekir. K\u00f6t\u00fc haber, markan\u0131z\u0131n \u00fcst\u00fcne yap\u0131\u015fmadan…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-11392","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"\nOnline \u0130tibar Y\u00f6netimi (OIY) nas\u0131l yap\u0131l\u0131r? - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/atif.unaldi.org\/blog\/2013\/10\/06\/online-itibar-yonetimi-oiy-nasil-yapilir\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Online \u0130tibar Y\u00f6netimi (OIY) nas\u0131l yap\u0131l\u0131r? - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi\" \/>\n<meta property=\"og:description\" content=\"Bir\u00e7ok insan ihtiyac\u0131 oldu\u011funu d\u00fc\u015f\u00fcnene kadar online itibar konusu \u00fczerine kafa yormuyor. 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Su ve Toprak isminde iki \u00e7ocu\u011fu vard\u0131r.","sameAs":["http:\/\/atif.unaldi.org\/blog","https:\/\/www.facebook.com\/atifunaldi","https:\/\/www.instagram.com\/atifunaldi\/","https:\/\/www.linkedin.com\/in\/atifunaldi","https:\/\/x.com\/https:\/\/twitter.com\/atifunaldi","https:\/\/www.youtube.com\/c\/atifunaldi","https:\/\/soundcloud.com\/atif-unaldi","https:\/\/atifunaldi.tumblr.com"],"url":"https:\/\/atif.unaldi.org\/blog\/author\/atifunaldi\/"}]}},"_links":{"self":[{"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/posts\/11392","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/comments?post=11392"}],"version-history":[{"count":0,"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/posts\/11392\/revisions"}],"wp:attachment":[{"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/media?parent=11392"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/categories?post=11392"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/tags?post=11392"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}