Top Online Reputation Management Tips for Brand Marketers
Many marketing executives fail to understand how poor online reputation management can damage their company’s sales. To that end, I spoke this week with Don Sorensen, president of Big Blue Robot, who has been working with companies and executives for the past 10 years to improve their online reputations. In the process he’s had a direct view of the impact negative search results can have on a company’s bottom line, whether the enterprise is large or small. You should never underestimate the cost of a poor reputation. For example, Sorensen notes he once consulted with a company that had a severe online reputation problem. When potential customers searched the company’s name, 7 of the top 10 Google results were negative. After careful review of their rankings and prior-year revenues, he estimated the venture was losing nearly $2 million a year in sales because of negative search engine results. The company confirmed his estimates were accurate — but low.