The Internet, and the blogosphere in particular, is pretty much a free-for-all. Yes, we polite bloggers blog according to a loose set of rules and ethics, but the sad fact is, many more people do not.
A disgruntled employee or a dissatisfied customer needs only a free Blogger account to wage a personal vendetta against a company or individual — a vendetta that can seriously affect a company’s sales, market share, and brand or ruin a person’s reputation.
This is something I realized when doing research for a white paper. I spent a lot of time in Google looking at how brands appear in the search engine results pages (SERPs).
What I found shocked me.
You can find all kinds of Websites, blogs, and even podcasts that feature negative content about companies and their brands.
Even worse, this content ranks high in the SERPs for the brand names.
It’s for this reason that I’m very excited that Jonathan Bernstein, a crisis management expert, has agreed to be my guest an exclusive teleclass called, “How to Become an Internet Counter-Intelligence Expert: Managing communications crises that begin on the Internet.”
Before you think you can write this one off because crisis management is for corporate PR folks, think again.
Peter Kapcio, director of reputation management service at Eric Mower and Associates was quoted in a recent BtoB article, “Survey: Majority of b-to-b marketers lack crisis plan“:
It’s downright professionally irresponsible when b-to-b marcomm people allow their companies to operate unprepared [for a crisis]. What if your brand new corporate headquarters burned down, and it was discovered later tht your facilities manager had ‘neglected’ to buy fire insurance? It’s the same thing when b-to-b companies invest millions building their brand or company reputation, and then do nothing while it’s at risk from the next potential crisis.
Couldn’t have said it better myself.
So sign up today for the teleclass and learn how you can begin protecting yourself, your company, and your product brands from an Internet-based communications crisis.
Otherwise, you could be Harry’s Orchards — who doesn’t seem to know that Bob Bly is asserting as fact that the company doesn’t guarantee its fruit.