| The image that a company or organization presents to | | | | defend itself in the case of false accusations. Allowing |
| the world will most often have a direct impact in how | | | | the world access to both sides of an argument will |
| that company drives new business and repeat | | | | almost always repair any damage to a reputation that |
| customers to its doors. Businesses will often discover | | | | harsh words might have caused. When a company is |
| that customers who can trust the company and the | | | | able to receive raw feedback from past service users |
| service offered are much more likely to return to the | | | | they will be able to tailor marketing campaigns, product |
| same company for future needs. For this reason, | | | | improvements, and design requests to the wants and |
| companies should strive to present a trustworthy and | | | | desires of their target audience. |
| respectable image to the public at large. This has | | | | One way to combat a false reputation campaign is for |
| never been truer since Internet communication has | | | | companies to task employees with scanning the web |
| made communicating with the entire world a quick and | | | | for statements that may cast the company in an |
| simple task. Companies must monitor the World Wide | | | | unwanted light. The employees could respond to forum |
| Web to ensure that they are being represented in the | | | | posts to clear up a misunderstanding or explain |
| most positive light possible. | | | | company procedures. Some disgruntled forum posters |
| In a world where so many people turn to the Internet | | | | may have misinterpreted the actions of a company |
| as their main source of information, private companies | | | | employee as rude or sub standard when actually the |
| must ensure that they information they are getting | | | | employee was only following established procedures |
| does not damage the reputation of the company. | | | | and guidelines. |
| While companies should encourage the respectful | | | | No matter what type of product a company sells or |
| exchange of ideas and opinions over the Internet, they | | | | service a company offers, the need to monitor the |
| must also guard against false accusations of bad | | | | online reputation of a company will only help to |
| service, faulty products, false claims, etc. The fact that | | | | strengthen the real world reputation of the company |
| the web is so easily accessible exposes companies to | | | | over time. Clients will be made comfortable by a |
| the risk of being falsely represented on the web. | | | | company's full disclosure of an incident or complaint |
| A company that monitors the Internet super highway | | | | because it will show the public that the company is |
| for disparaging comments or statements against the | | | | willing to listen to outside input while offering solutions to |
| company will allow managers to respond to | | | | the problems which may have been the cause of a |
| accusations and comments from disgruntled parties. | | | | client's anger. |
| This tactic will also afford the company the chance to | | | | |