Identifying Successful Reputation Management
In your quest to determine the necessity or superfluity of hiring a reputation management company
, take the time first to recognize its prevalence and also to recognize where it has been successful and where it has not.
Think of popular companies or people, type them in to a search engine, and see what appears. The results for some would surprise you.
First, type "Starbucks" into the Google search engine. The first few websites that appear are either the company's official sites or relatively positive ones.
However, even on the first page and especially on the next couple of pages, you will find anti-Starbucks websites, forums, and blog posts. Such a high-profile company is bound to be a target for disgruntled employees or customers unsatisfied with their product--or its price.
Starbucks does not seem to have any reputation management strategy--at least, if they do, not a successful one.
Wal Mart is another example of a company apparently not too concerned with reputation management. A Google search on the company yields a mixture of results, from its official website to websites dedicated to stopping the Wal Mart movement, all on the first couple of pages.
In contrast, take popular singer Chris Brown. One might think that since it came out in the last year that he beat his famous girlfriend, Rihanna, that his search results would be overwhelmingly negative.
Type "Chris Brown" into the Google search box, however, and almost, if not all, of his search results are positive: his website, his music videos, his latest CD, his biography. Even an image search yields nothing of the infamous police photos of a beaten Rihanna on the first page.
The negative websites still exist, and one can find them as they look at the fifth, sixth, and seventh search page results, but studies show that there is only a 10% chance that anyone will look beyond the third page of search results.
Online reputation management has undoubtedly flooded the internet with positive websites about the controversial singer.
As you research reputation management companies, take the time to see for yourself its effects on various companies and individuals. It doesn't hurt to be a little more educated on it. The key, it would seem from this brief exploration, is to generate enough positive search results to push the negative ones further back than searchers are willing to look.
Talk to your reputation management company about their strategies for creating your company's positive online image.
by: Christian Heftel
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