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In today’s world, it’s far too easy to ignore your online reputation. It’s even easier to vaporize it right away and have someone rip it up into a barely recognizable brand that will have you admitting your involvement with it. Every blog, community site, customer review, or competitor has hundreds of different ways to voice points of view and concerns against a company. If you haven’t already, start understanding how to use social media monitoring tools and take proactive steps to keep your business running.
Your second option is to ask the simple question:
Can this happen to me?
Yes, it sure can.
As a case study, I pulled a local article from Washington CEO Magazine on the top 100 companies to work for in 2007. I crossed some of the names off the list and did a quick search on google. Here are some of the headlines I found for the “Top 100 Companies” proper names:
Result 7 – Zillow – Google Headline “How good are Zillow’s estimates?”
“Zillow was within 5% of the price for a third of the transactions examined by The Journal. 11% of them were more than 25% below target. In 34 of the 1,000 transactions, Zillow was more than 50% off. “
Our take: If you’re a Zillow user or investor, you’ve most likely read this and several similar articles. How can anyone feel like the Wall Street Journal (regarded as one of the most respected news sources) is saying that Zillow estimates are down 50%?
Outcome 6 – Comcast – Google Headline “A Comcast tech sleeps on my couch” A Comcast cable tech came in to replace a cable modem and fell asleep while waiting for the customer service group. From this article it has been viewed: 1,219,303 times! (At 58 seconds long, that’s LOTS of bad reviews for Comcast.) It had 714 comments.
Our take: Holy Smoke’s Batman. 1,219,303 views! I don’t know of any company that wouldn’t suffer a minor impact on their marketing, sales, and customer service numbers after a million different people have observed how lackluster Comcast support is.
Finding 3 – Spokane Federal Credit Union Review – Citysearch Review – “I had an account with Spokane Federal for many years and was never really impressed, they basically just took care of what I needed and no more, overall I would.” say they met my expectations, not exceeded”
Our View: While Spokane Federal Credit Union has a wide reach, it would be easy to dismiss a lackluster rating saying they are nothing but mediocre.
Result 3 – Zango – PC Hell: Zango Removal Instructions – “Zango is an entertainment site with free access to videos, music, games and other downloads. The site is free for all users but paid for by advertising. Visitors are presented with an end user license agreement, which they accept before downloading any content.”
Our take: Here’s a desktop software company that has hordes of people using Zango gaming software, and every time someone types their name into Google, they’re thrown “PC Hell – Zango Removal Instructions.” If I had bought a desktop system that came pre-installed with them, you can bet I would remove it immediately. I don’t need a casual gaming platform that slows down my PC while I need to process my data or send an important email.
It doesn’t matter who you are (how big or how small), this can happen to you.
It happens to Comcast and Zillow.
This also happens to the little ones.
If you look at this issue purely from a numbers perspective, Comcast buys its own “comcast” keyword from Google so it can keep the company’s branding and results at the forefront of Google. If I were to buy this keyword it would cost around $1.25 per click and there are 5500 estimated clicks per day on it (which equates to a daily budget of $6000-$8000 per day for this keyword).
If Comcast only pays $0.25 per visitor for that keyword, imagine that those 1,219,303 video views cost Comcast at least $250,000 in lost “clicks,” not counting how many customer service issues and PR issues problems caused by this.
This is Auto Posted article collected article from different sources of internet, EOS doesn’t take any responsibilities of this article. If you found something wrong in this article, please tell us.
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