Wednesday, March 01, 2006

Business Blogs Can Protect Your Brand

Stories like these are more and more frequently in the news. This piece was written by Chantal Todé on
Blogs, in particular, can affect a brand's reputation. On Nov. 29, a blogger had a bad experience with the brand PriceRitePhoto and noticed online similar experiences by other consumers. The blogger posted a negative blog, and by Dec. 4 there was a "blog swarm" that caused four of the top 10 search results for PriceRitePhoto on Google to be negative.

Dell had a similar experience last year that resulted in the phrase "Dell Hell," which was coined by a blogger, being picked up by the mainstream media.

To prevent something like this from happening to your brand, Key [Rob Key, CEO of Converseon, and speaker at the Search Engine Strategies Conference and Expo, being held this week in New York] and others said it is important to know what is being said about your brand on the Web. If possible, you want to lead the conversation by becoming a content producer and creating authentic content that engages your audience, Key said.
Two points. First, you want to LEAD the conversation. Not control, not stifle, not ignore, LEAD. Second, create AUTHENTIC CONTENT. Not spin, not press releases, not ad slicks, CONTENT.

I'll put my timpani away and let up on the drumbeat for a moment. Let it sink in and then let me know your thoughts.


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