| User generated content has transformed the way we | | | | tracking of newly generated content and then dealing |
| as consumers research the products and businesses | | | | with anything inappropriate. It is good practice to know |
| we are going to spend our money on. We can see | | | | what people are saying about you, any gossip or how |
| read reviews and opinions from people who have | | | | your products and services are being received. |
| already made the purchase, helping us to make an | | | | Reputation management is beneficial to businesses, |
| informed choice that was never before possible. | | | | individuals, charities, celebrities and organisations. |
| The internet is a democracy where free speech is | | | | Small Businesses |
| championed, everyone can give their opinion as long as | | | | Particularly at risk from negative online publicity are |
| they have a computer and access to the internet. A | | | | smaller scale and family run businesses. Often these |
| larger percentage of people than ever before are | | | | companies will rely heavily on word of mouth and |
| active users on social networking sites and | | | | good will between customers and have a much |
| communities such as Facebook, MySpace, Trip | | | | smaller customer base. Family run businesses will have |
| Advisor and consumer forums. | | | | worked tirelessly to create a good reputation for |
| Reputations can be damaged by by blogs, forums, | | | | themselves over the years and yet can be blissfully |
| un-favorable articles, disgruntled employees, websites | | | | unaware of the damage being done to the business |
| or other online footprint damage, it can even be | | | | via negative opinions and comments. |
| generated by mistake by your employees revealing | | | | A good example of this is a small family run hotel that |
| sensitive information that was never intended for the | | | | had seen a decline in the number of new bookings. |
| public domain. Some reputation damage is not just | | | | Although regular users of the internet, the owners of |
| created by disgruntled consumers, but actually created | | | | the business were not active on the well known and |
| by your competitors looking to bad mouth your name. | | | | influential vacation website trip advisor and as such |
| This can have huge implications as often these | | | | had not been aware of the negative comments and |
| comments and opinions will rank very highly in the | | | | reviews being posted on this prominent site. It actually |
| search engines. It has even been reported that if a | | | | transpired that a competing hotel in the area had |
| surfer sees a negative search below the official | | | | created various aliases to post fabricated, negative |
| website then they are 70% more likely to click the | | | | reviews that completely outnumbered the genuine |
| negative result. | | | | reviews and was causing the drop off in new |
| The anonymity of the internet has meant people have | | | | bookings. |
| been more forthright in their opinions than in the past | | | | If protecting your image and brand online is important |
| when newspapers and similar media where held | | | | to you, you should seek a reputation management |
| accountable for what their journalists wrote with fear | | | | expert who will have experience in all the areas of |
| of liable and slander lawsuits keeping the majority of | | | | concern and also give you an indication of your current |
| things written to be based on fact. | | | | online reputation as well as giving you an reputation |
| Reputation management is all about alerting to and | | | | management plan. |