Posted by: sholto in MyBlog on Oct 27, 2009
Helpmego.to has launched a new reputation management division on behalf of our corporate and recruitment clients who need to manage their brands online. Reputation Management 4
It is ten years since Alan Greenspan declared that in future a company's most important asset would be its reputation. Brand management continues to live a strange half-life in executive marketing departments, but the real life and death struggle for most brands is now taking place online where the chatter of customers, employees and reviewers can make or break a company or product reputation.
The old brand premise was that corporations could pro-actively put together a plan to win awards as excellent places to work, secure mentions in news pieces and editorials, participate in case studies and white papers, and be talked about at industry events. Because corporations were coordinating nearly all of the information that made them visible, it was possible to heavily influence how they were perceived. Companies were brand owners.
The new owners are a complicated regiment of individuals who use a variety of communication channels to influence your brand without the company's knowledge, permission, or guidance. This array of contributors grows more complex daily, and the most prominent groups of brand influencers include: bloggers, social networkers, twitterers, reviewers, customers, ex employers and aggrieved employees.
Reputation management is about tracking and being strategic about these owners and both cohabiting with them as well as seeking to influence and understand them.
Helpmego.to's reputation management division provides corporations and individuals with tools and support to manage and own their brands online.