Executives of huge corporations and owners of small businesses are beginning to wake up to about how powerful a marketing tool the Internet can be; about how both positive and negative reviews can have an impact on sales; about how in an instant, their company’s reputation can be at risk and as the result of a dissatisfied customer’s rant on a personal blog site, a negative remark on a popular social networking site or a negative review on consumer reports sites, and be hit with a sudden lack in sales.
More executives are catching on to Online reputation management companies, who specialize in leveling the playing field on the Internet. Search Engine Optimization (SEO) techniques, used by online reputation management companies, are tools to take advantage of how sophisticated algorithms, which are used by search engines, such as Google and Yahoo, work; for instance, the complex algorithms to rank the results of a search are done on a certain ‘keyword’, ‘key phrase’ or topic. If a company like Target wants to knock negative results from the top of a search list, Target will then do due diligence by reading a reputation management white papers , hire the company who will basically use various techniques to push Targets damaging, negative reviews down the ranking, and sometimes, they are so successful that those negative comments will be moved down into obscurity.
Every day, businesses are being scrutinized by the general public, investigative reporters, and consumer report companies posting their findings, reviews or articles on the Internet. Many corporations are oblivious to how 90% of their customers do research on the Web before they make a purchase. A majority of the time, negative comments will appear first on the search engine’s results list, letting potential customers move on to companies with a more favorable review. Just the opposite can happen with a positive review about your company, consumers may read something someone posted at a ‘review’ site and instantly stop looking at the competing companies. Still, corporations are wary and aren’t fully convinced about the power of the Internet, and it will be those corporations and companies who will go the same way as the dinosaurs.
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