You've spent a lot of time building up your reputation and image both
online and offline, so it's important to ensure that someone isn't out
there destroying your hard work.
What can you do to maximize your control over your digital footprint?
Are you aware of what your customers are saying about you? What about
your competitors? Are you listening to the online conversations about
your brand? How are these conversations affecting how people view your
Consumers use the web to make buying decisions. A vast majority buys
offline, but goes online to research, read reviews and get opinions from
other consumers.A study published on the American blog 97th Floor
showed that 29 of the Fortune 100 companies were the subject of
“negative” content, as produced on the first page of results on Google,
if you enter their name as a query on the search engine.
Even the most powerful companies are exposed to this. The web now
constitutes the largest worldwide public database, where criticism is
archived ad vitam æternam and can therefore not be erased. “If you upset
your customers in the real world, they are likely to tell 6 friends
each. On the internet, your unhappy customers can tell 6000 friends
each” explains Jeff Bezos, the CEO of the renowned online bookstore