Brand Reputation Management

What was once the exclusive domain of PR firms and corporate communications departments has quickly become an area of expertise for some interactive marketing agencies, Zunch among them. Reputation Management is increasingly becoming a very important component of a comprehensive Search Marketing strategy.

It can happen, and has happened, to the best of companies. A customer feels as though they were not given what they had hoped or paid for. After the company's best efforts at resolving the problem fail, the offended customer begins to post negative comments to blogs, forums and boards, or they lodge a complaint with one of the many "I've Been Wronged by an Evil Corporation" websites. Or worse, they create their own website with the company's name followed by the word "sucks." With a few keystrokes and a few dollars, disgruntled customers and even former employees can create a false reality for potential customers, sullying a brand's reputation and guiding Internet users away from that brand's products and services.

Many business owners erroneously believe that they can simply send a cease and desist letter, or sue the creators of defaming websites and have the negative sites taken down. In late 2004, a Boston area woman, displeased with the service and sales tactics of an area car dealership, created her own sucks.com about the dealership. The dealership sued for $150,000 and demanded the site be removed. A judge threw the case out. Said the woman's attorney, "People are allowed to have gripes and express those gripes on the Internet as well as anywhere else." Today, a search of that dealership's name will show the unhappy customer's site in the 3rd position on the Search Engine Results Page.

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