I hope you are as excited as I am about this chapter from my book “Adding the ‘E’ to your Business Strategy” ( Ebook | Paper Version | Amazon Kindle ).

My editor (not the one that disappeared ) called this a true eye opener and upon  the idea founded the company Online Reputation Management, which I am a part of.

It is truly amazing how many people are unaware of how fast bad news can spread about a company online. And how fast it can endanger the whole brand and image.

So here we go on to the chapter “Corporate Online  Reputation Management”:

Remember the good old days when – if negative news were published by a credible newspaper – you would contact your legal counsel and tell them to take the appropriate measures, which would consist of a restraining order or something of that nature?

These times have been replaced by a potential grave danger to your organizations reputation. A danger you can’t counter with the conventional methodologies utilized back then because its nature is not conventional either.

The threat I am talking about is called social media and can ruin your reputation in a matter of days.

It was in early 2008 and a tool called Twitter at the brink of its breakthrough when I first mentioned what is today known as corporate reputation management.

Back then I closed the link by suggesting that upon negative news popping up about an organization on the web, one assigned person will take action by immediately contacting the person complaining, regardless if their complaint was legitimate or not.

To illustrate this process with an example let’s just say that one of your clients is dissatisfied with the service provided by your organization and boasts out a complaint about that on the web.

Now, this can be through their blog in the best case because you have time to react and they can remove or alter that entry when your reputation management staff picked up on and resolved the issue together with the client.

Worse would be if they published their opinion on highly frequented places like micro-blogging platforms where the viral effect is way more likely to take effect simply because they can’t be stopped and even if the clients problem is solved, the good news are unlikely to pick up with the same magnitude.

In all cases the ideal outcome for everyone involved would be that the person who complained in the first place replaces what they have written with the story of how great your customer service is because they got back to them immediately.

Chances that this happens are fairly high because the people are – up until now – not used to this kind of behavior and reaction by support staff.

While back then it took a few hours the tools available today make information surrounding your organization available to you the instant they are published.

Through so-called real time search engines, to which you can submit searches and are informed the instant someone, somewhere says something about you, and this whole topic becomes even more interesting for you as an organization.

This immediate access allows you or your representatives to take immediate action against negative issues being published about you on the web.

Wow, we’re getting close to the end already. Only three topics left and then we’ve got everything covered. Time flies when you’re having fun.

“Adding the ‘E’ to your Business Strategy” ( Ebook | Paper Version | Amazon Kindle ) has become a major success and shown a lot of entrepreneurs and senior executives what eBusiness is about and which potential it holds. And I’m really happy about having made such a major contribution.

Last week we looked at how you can reduce costs for customer service. But what if something goes wrong with customer service and your customer shouts out negative news about your company on the web, thus endagering your reputation?

That’s what next weeks topic “Corporate Online Reputation Management” is going to be about.

Today we’re going to look at “What makes Corporate Blogging important”. The primary differentiator is that a “normal” website will have a static number of pages with content as opposed to a blog which has an ever increasing number. Where are the benefits?

See for yourself:

First of all let’s go ahead and describe the words included in this phrase. The first one, corporate, is pretty obvious. The second word will have definitely crossed your path in the past but you have not been able to associate it to anything for you meaningful.

The word blog derives from weblog, which is a web-based and very user-friendly portal where people can share their experiences, and their endeavors on the internet. Sort of like the captains log from Star Trek only it’s very easy and user friendly to publish on.

So it’s a place where you keep things you have discovered during your journeys through the web and share these interesting things with others.

The most significant thing about these web-based systems from a corporate point of view is that they are very search engine friendly, which means that the pages are very easy to index by our friends Google and co.

Another important thing to mention is that every blog post (synonym for log entry) you make will be rated by Google as a single page added to your corporate website.

So each and every time you publish something to our blog, it will be indexed by Google, people will (hopefully) search for this specific thing on the web, and visit your website as potential new leads or customers for your business, just because it popped up as the first search result.

I explicitly want to mention here that you only want to blog (write articles) about relevant issues regarding and in context to your business because otherwise you not only disappoint yourself but also your visitors.

The more relevant your content is, the higher the chances that your visitors will republish your post throughout the web on other blogs and websites which will increase your visibility both for search engines and for the human eye.

Now let’s sum up what we have learned: your blog will act like putting out the hook when you’re fishing because it will attract a lot of new relevant visitors (traffic) by drawing them to your online presence through relevant articles you have published therein.

Since you have an ever-increasing number of articles or posts, you will steadily increase your visibility on the web through relevant search terms or phrases.

For some successful blogs it is fair to say, that they have created a community around their corporate presentation on the web, significantly increasing the awareness of their brand.

So the people come to your site and read an explanation for a product or how it is associated to your business. In this article you raise their interest and they will buy your products or at least write you an email demanding to know more about your services.

The question you’re probably going to ask me is: what’s the price tag on this neat little thing that can get you rich? Well, it’s not as expensive as you’d have expected.

The creation of a blog should go along with a total re-haul of your website and will run something between $6000 and open-end, depending on how you want it done and how fancy it should look, feel and what you want to do with it.

My experience has been though, that you can easily calculate a return of investment of several 100% upon the thing going live and it having started the buzz on the web and your customers.

One more thing that might catch your attention: blogs and other systems bring along a nifty feature which is called Real Simple Syndication, or RSS. You may not be familiar with the term yourself, but many of your customers are going to be.

You can see whether a site is RSS capable through the orange symbol, which looks similar to that of a Wi-Fi hotspot or something along the line.

This RSS feed, as it’s called, allows your users to subscribe to your blog/news feed and will keep them updated on posts you have published which may either be relevant to their interests or news happening around your organization.

At the first view this feature may seem pretty unspectacular, but if you consider that a user who has subscribed to this feed (they can also do so via email) will automatically be notified of news, this offers a good point of contact for you to reach out and talk to them, offer them special deals, coupons – you get the picture.

Other than the outdated email newsletter, subscribing to an RSS feed leaves total control of the subscription in the hands of the user which will increase your subscription not only in the number of communication channels you offer them, but also because the trust in email newsletters has vanished for it was misused for such a long time.

Ok, this one was pretty technical. But as I have pointed out repeatedly: don’t try this at home because you could be setting yourself up for failure if you don’t know what you’re doing.

In next weeks chapter we will be looking at “Corporate Online Reputation Management” from “Adding the ‘E’ to your Business Strategy” ( Ebook | Paper Version | Amazon Kindle ).

My editor called that chapter a real eye opener. So stay tuned and encourage your friends to join as this information is really new to most.

Most of the times it happens through a wide spread campaign with a lot of variables. 
Starting from figuring out which demographics and localities you’re facing and – upon figuring that out – developing a marketing plan, the press release and who to send it to, etc. 
Along with that may go an initial publicity campaign in the social media world, getting you attention from that specific group of people you are facing. 

There is no doubt about it… RSS (real simple syndication) is today’s way to keep yourself up to date on current issues. While the subscribers of newsletters are dropping dramatically by the hour, millions of people are discovering the power of this “stay-alert-magic-box”. And I use this ingenious invention myself to keep up to date about several blogs and news sources I’m subscribed to!

But what makes this technology so powerful? Especially in context of the symbiosis between the press and businesses?

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