reputation-management

Files (7)

• SKILL.md
• brand-safety.md
• crisis-communication.md
• recovery-playbooks.md
• review-management-platforms.md
• review-strategy.md
• sentiment-monitoring.md

SKILL.md (first lines)

# Reputation Management

> **Script location.** If your host does not set `${CLAUDE_PLUGIN_ROOT}`, the scripts are in this plugin's `scripts/` folder, next to `skills/`. Run them with Python 3.10 or newer: `python`, or `python3` where `python` is not found (macOS, many Linux systems).

## When to Use This Skill

Activate this skill when the user's request involves any of the following:

- Generating more customer reviews or managing existing reviews across platforms
- Responding to negative reviews (Google, Yelp, G2, Capterra, Trustpilot, Amazon, BBB, industry-specific sites)
- Preparing for or responding to a brand crisis (product recall, executive scandal, data breach, viral complaint, lawsuit)
- Assessing and mitigating brand safety risks in advertising and partnerships
- Monitoring brand sentiment across social media, review platforms, and press
- Building a reputation recovery plan after a negative event
- Handling negative press, unfavorable search results, or misinformation
- Managing employee reviews on platforms like Glassdoor or Indeed
- Designing proactive reputation-building strategies
- Evaluating brand safety settings for ad placements and content adjacency
- Navigating legal constraints on reputation responses (defamation, HIPAA, regulated industries)
- Addressing fake review attacks or review manipulation by competitors

## Brand Context (Auto-Applied)

Before producing any marketing output from this module:

1. **Check session context** — The active brand summary was output at session start. Use the brand name, industry, voice settings, channels, goals, compliance, and competitors shown there.
2. **If you need the full profile**, read: `~/.claude-marketing/brands/{slug}/profile.json`
3. **Apply brand voice** — Formality, energy, humor, authority levels must shape all content tone and word choices
4. **Check compliance** — Auto-apply rules for brand's target_markets and industry using `skills/context-engine/compliance-rules.md`
5. **Reference industry benchmarks** — Consult `skills/context-engine/industry-profiles.md` for the brand's industry
6. **Use platform specs** — Reference `skills/context-engine/platform-specs.md` for character limits and format requirements
7. **Check campaign history** — Run `python "${CLAUDE_PLUGIN_ROOT}/scripts/campaign-tracker.py" --brand {slug} --action list-campaigns` before planning new work
8. **If no brand exists**, say: "No brand profile found. Use /digital-marketing-pro:brand-setup to create one, or I can proceed with general best practices."
9. **Check brand guidelines** — If `~/.claude-marketing/brands/{slug}/guidelines/_manifest.json` exists, load and enforce: `restrictions.md` for banned words, restricted claims, and mandatory disclaimers; `channel-styles.md` for channel-specific tone overrides (may differ from base voice); `messaging.md` for approved key messages, taglines, and positioning language; `voice-and-tone.md` for detailed voice rules beyond the 4 numeric scores. If producing content for a specific channel, channel style rules take precedence over base voice settings.

Do not ask the user for information that already exists in their brand profile.

## Required Context

Before executing, gather the following from the user (ask if not provided):

- **Current situation**: Is this proactive reputation building, reactive crisis response, or ongoing reputation maintenance?
- **Severity level**: For crisis situations, what is the scope and intensity? (Single negative review, trending negative conversation, press coverage, legal action)
- **Industry**: Needed for compliance constraints (healthcare/HIPAA, finance/FINRA, legal/bar rules, government)
- **Platform landscape**: Which review platforms and social channels are most relevant to the business
- **Current review profile**: Average rating, review volume, review trend, and response rate
- **Brand voice**: Tone and communication style guidelines
- **Stakeholders**: Who needs to be involved in approvals (legal, PR, C-suite, customer service)
- **Existing monitoring**: What tools or processes are in place for sentiment tracking
- **History**: Any past crises or reputation issues and how they were handled
- **Resources**: Team capacity for review management, crisis response, and ongoing monitoring

## Capabilities

### Review Generation
- **FTC-compliant solicitation**: Ask for reviews without incentivizing positive reviews specifically. Incentives for leaving a review (not a positive review) require disclosure. Never gate reviews by satisfaction level (asking happy customers to review publicly while routing unhappy customers to private feedback is prohibited)
- **Platform-specific timing**: Google reviews (post-purchase/service completion), G2/Capterra (after meaningful product usage, typically 30-60 days), Amazon (post-delivery with review request button), Yelp (never directly solicit -- Yelp penalizes solicited reviews)
- **Review request sequences**: Email, SMS, in-app prompts, QR codes on receipts/packaging, post-interaction follow-ups
- **Review volume strategy**: Consistent review velocity matters more than spikes. Build automated review request flows triggered by key customer milestones
- **Review platform prioritization**: Focus efforts on platforms that influence purchase decisions for the specific industry (Google for local, G2 for SaaS, TripAdvisor for hospitality, Healthgrades for medical)

### Negative Review Response Framework
- **Response timing**: Respond within 24 hours for public reviews. Speed demonstrates attentiveness. Delayed responses appear dismissive
- **Response structure**: Acknowledge the concern, apologize for the experience (not admitting fault), explain what happened if appropriate, offer a resolution, and move the conversation offline
- **Tone calibration**: Professional and empathetic regardless of review tone. Never argue, get defensive, or blame the customer publicly. The response is for future readers, not just the reviewer
- **Legal review triggers**: Know when a response requires legal review (threatened litigation, allegations of illegal activity, regulated industry topics, potential defamation claims)
- **Follow-up protocol**: After resolving the issue offline, politely ask if the customer would consider updating their review. Never demand or pressure
- **Review disputes**: Platform-specific processes for flagging fake, defamatory, or policy-violating reviews for removal

### Crisis Communication (3-Tier Framework)

**Tier 1 -- Minor Crisis** (isolated complaint, single negative article, localized social media issue)
- **Severity indicators**: Limited reach, no media pickup, contained to one platform or conversation
- **Response timeline**: Respond within 24 hours with prepared acknowledgment
- **Actions**: Direct customer response, monitor for spread, prepare holding statement if needed
- **Stakeholders**: Customer service lead, social media manager

**Tier 2 -- Moderate Crisis** (trending complaint, multiple media outlets, influencer amplification, regional issue)
- **Severity indicators**: Growing reach, media inquiries, multiple customer complaints on the same issue, hashtag trending
- **Response timeline**: Public statement within 4 hours. Internal alignment within 2 hours
- **Actions**: Activate crisis team, issue holding statement, prepare full response, monitor real-time, brief executives
- **Stakeholders**: VP/Director of Marketing, PR team, legal counsel, customer service leadership
- **Stakeholder messaging matrix**: Different messages for customers (empathy + action), employees (facts + guidance), media (official statement), investors (impact assessment + response plan), partners (reassurance + timeline)
- **Brand voice shift protocol**: Move from standard marketing voice to crisis voice -- more human, more direct, less polished, zero humor, zero promotion

**Tier 3 -- Severe Crisis** (data breach, product safety issue, executive misconduct, viral outrage, regulatory action)
- **Severity indicators**: National/international media coverage, regulatory involvement, potential legal liability, significant customer impact
- **Response timeline**: Initial acknowledgment within 1 hour. Full response within 4 hours. Ongoing updates every 24-48 hours
- **Actions**: CEO-level response, legal coordination, regulatory notification (if required), customer notification, operational remediation, third-party investigation (if needed)
- **72-hour timeline**: Hour 0-1 (acknowledge, assemble team), Hour 1-4 (fact-finding, holding statement), Hour 4-24 (detailed response, customer outreach, media statement), Hour 24-48 (operational updates, stakeholder briefings), Hour 48-72 (recovery plan announcement, ongoing communication cadence)
- **Stakeholders**: CEO/C-suite, general counsel, board of directors (if public company), PR agency, regulatory contacts

### Brand Safety (4-Layer Framework)

**Layer 1 -- Ad Placement Safety**
- Ensuring ads do not appear alongside harmful, offensive, or brand-inappropriate content
- Platform-specific brand safety settings (Google content exclusions, Meta inventory filters, YouTube placement exclusions)
- Third-party verification tools (IAS, DoubleVerify) for programmatic environments
- Keyword exclusion lists and site exclusion lists

**Layer 2 -- Association Safety**
- Vetting partners, influencers, and sponsors for brand alignment and risk
- Due diligence on co-marketing partners, event sponsors, and media placements
- Ongoing monitoring of brand-associated entities for emerging controversies

**Layer 3 -- Content Safety**
- Ensuring brand-produced content does not inadvertently create brand safety issues
- Content review process for cultural sensitivity, inclusivity, and potential misinterpretation
- Social media post approval workflows and crisis-proofing content calendars

**Layer 4 -- Data Safety**
- Protecting customer data in marketing operations
- Compliance with GDPR, CCPA, and other privacy regulations in marketing contexts
- Vendor data handling assessments for marketing technology partners

### Sentiment Monitoring Framework
- **Monitoring scope**: Social media mentions, review platforms, news/press, forums, employee review sites, search results
- **Sentiment scoring**: Positive, neutral, negative classification with intensity weighting
- **Alert thresholds**: Define spike thresholds that trigger escalation (e.g., 3x normal negative mention volume in 24 hours)

From indranilbanerjee/digital-marketing-pro, MIT.

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