Controlling The Controlling The NoiseNoise

Who Am I?

Shira Abel Business Development & Marketing Abel Communications@shiraabel

Companies Make Mistakes@shiraabel

#1 Search Suggestion = Google Buzz Lawsuit

@shiraabel

#2 Result – Toyota Recall@shiraabel

In the Top 10 Results – Feb 18th

@shiraabel

Background

• Actual incident: November 2009

• Lower Merion School District

• Apple laptops given to students

• Asst. Principal disciplined student for actions done in the home

• Parents were not clearly informed that the spy camera could be activated remotely

• No consent was given

@shiraabel

On Drudge Report@shiraabel

Front Page of Google News@shiraabel

Twitter Results – Active Chatter @shiraabel

1st Result Feb. 25th @shiraabel

Lower Merion’s Reaction

• A Press release– Software installed – Apologized for not informing parents– “Spy” software activated 42 times– Denied watching student– Only activated when laptops were stolen

• Silence

@shiraabel

Reaction Help SERPs?

• NOPE!– Media focus: 42 times cameras were activated

• Blake Robbins media team is using social media to support their SEO – Video interviews (YouTube, Vimeo)

• Search on YouTube: IT staffer from Lower Merion talking about the spy software before this happened

– Interviews to news agencies = Articles = Links & higher results

– Interesting story increases Twitter chatter

@shiraabel

Should Have Done

• Incident happened in November 2009• Information out now because of Blake Robbins

– The team that breaks the story typically controls the story

• School should have been pro-active and broke the story first– Gone to the news and told story– Admitted guilt and apologized– TV news interviews– Made a lot of noise

@shiraabel

But They Didn’t Do That…

• Lower Merion should give as much information as possible – News interviews– Blogger outreach– Twitter stream with more information

• Complete transparency – sooner they do the quicker the ordeal will be over

• More information = more noise coming from their side = better SERPs

• Change policy and publish clear policy

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Buy The Gear @shiraabel

Opps@shiraabel

Look at it as an Opportunity

• Companies / Individuals are often judged by how they handle when they are wrong

• Opportunity to pleasantly surprise and earn loyalty

• More information given = more links = higher SERPs

Control Your Noise

@shiraabel

THANK YOU!

@shiraabel

References

• Lower Merion School District sued for cyber spying on students http://www.philly.com/philly/news/homepage/84715297.html?cmpid=15585797

• Two tech workers sidelined in Web-cam case http://www.philly.com/philly/news/homepage/86505452.html