Online reputation management is an increasingly important subject for
businesses. And for good reason: consumers are on the internet, and
they're talking about the businesses they interact with. From reviews
posted on sites like Amazon to dedicated customer review hubs like
Yelp, there is no shortage of online places for consumers to express
their opinions about businesses (and their products and services).
But what about individuals? While some have tried to bring the reviews
to an individual level, there's really no Yelp for people. A new
startup that is receiving some attention and sparking some controversy
hopes to change that.
What is more important than your reputation? For most individuals and
businesses, the answer to that is simple: "not much."
Our increasingly networked world has only boosted the importance of
reputation. On the internet, the investment often seen today in PR,
social media and reputation management solutions highlights this.
Storytelling is being hailed as the new big idea, but it's not that
new. What makes a good story in this viral, user-generated, post
advertising world has always made a good story.
From papyrus to pulpit
to plasma screen, the attributes of a ripping yarn have remained the
same: credibility, digestibility, and most importantly, emotional
Brand managers are paid handsome salaries largely to optimise and protect their brands. This means raising the key brand metrics (reach, awareness, favourability, etc) and avoiding brand damage.
In today's multichannel environment I argue that brands need to be monitored, represented and protected online. I wrote an article last week that generated some interesting discussion around whether or not companies should be climbing onboard the Twitter train. Some argue that there's no point ('it isn't big enough' / 'how would you use it?') and others think that it is ripe for engagement.
My own argument can be boiled down to this: even if you don't actively use these sites today, you might as well make sure that you're in a position to use them tomorrow.
This means owning the brand names...