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01.17.06
Protecting The Brand - Reputation Management
 By
StraightUpSearch
Search engine marketing is known for increasing a company's profile, establishing
an online presence, increasing traffic, and ultimately growing the bottom line.
However, the full scope of internet marketing goes well beyond that. A well planned
and properly executed strategy can become a valuable resource for branding efforts
and corporate reputation management in the online space.
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The internet has become a primary source of information and one of the first places
people turn to when looking for anything from weather updates to humorous T-shirts,
to information about your company. With so many people turning to the internet
as a primary source of information, it has also become the place they turn to
express their opinions, both positive and negative alike. The evolving world of
blogs and message boards has created an opportunity for virtually anyone to share
their satisfaction, and vent their frustrations, with your brand. Effectively
operating in the online space, and managing the corporate reputation, is proving
to be a challenge for many companies according to the recent E-Commerce Times
article: Internet
Branding: The Corporate Image Challenge of 2006.
As the internet continues to evolve into an ever competitive space, it is increasingly
important to offer the user more than a flashy website, or an online version of
your brochure. Your site is your online storefront and should relate your branding
messages. Even more difficult than managing your brand on your website however,
is the task of managing your brand off your site. Suppose for a moment that there
are negative blogs and message board posts about your company that show up in
the search engine results pages (or SERPs) when people are researching your company
name. If they are presented with negative statements and attacks on your reputation
when they are seeking information, could this affect your business? You bet it
can. The degree to which this type
of activity can damage your reputation and your business can be significant; especially
when these are among the first exposures a potential customer has to your brand.
Internet marketing strategies can play a significant role in managing your online
reputation by addressing these negative messages and positioning your company
site above the negativity. For instance, offering an official company response
to negative press that appears in a blog will not only show that you take ownership
of your problems, but that you take steps to correct them. Addressing an issue
and detailing the ways you have corrected it, can be a great chance to turn negative
press into a public relations opportunity. Going beyond simply gaining positions
for targeted keywords, a combination of smart search engine optimization techniques
and traditional public relations activities, such as our PReach
press release optimization service, can prove to be beneficial in the branding
efforts that can be so important to a company's long term success in the online
marketplace. In the face of negative messages, a company and its brand can benefit
a great deal from strategic Internet marketing efforts that include corporate
reputation management.
About the Author:
Oneupweb
is the only two-time winner of the ClickZ award for "Best Search Engine Engine
Marketing Firm". StraightUpSearch´s
blog authors include experts from Oneupweb´s natural SEO, pay-per-click campaign
management, research, marketing, design, and sales departments. |
