“If your business depends on a positive internet reputation, then you have little choice than to explicitly manage that reputation online, “said Jay Heiser, research vice-president at Gartner. “The internet is like a bad-news Petri dish; negative information multiplies and spreads with frightening speed and becomes virtually impossible to erase.”
Despite the plethora of reputational resources that are available to assess and help manage reputation - from PR agencies and competitive analysis companies to identity verification services and content analytics tools - a comprehensive ‘scan and alert’ mechanism for the internet does not yet exist.
“Reputational persistence is a unique internet phenomenon that traditional reputation specialists have never had to deal with,” said Mr Heiser. “The fact is that where the internet is concerned the only way to counteract persistent negative information is to overcome it with a greater weight of positive information. This means getting to grips with internet reputation management.”
1 comment:
Hovhannes, very good point. I would go even much fursther than Gartners. With increasingly easy to use publishing tools like blogs and RSS feeds, everyone can be an author. Information consumers are becoming producers, driving a significant marketing shift. Marketing is not anymore about "convincing" but about "influence". Traditional advertising is broken. If folks talked to you like TV commercials do, you would punch them in the face! Traditional information sources are facing trust erosion and message dilution challenges. 80% of consumers prefer asking friends or relatives to report on products rather than relying on the brands themselves (PQ Media). Word-of-mouth is a very powerful selling tool and is generally positive toward brands. PQ Media reports about 3.5 billion brand conversations online each day, making WOM marketing ... the fastest-growing alternative media segment ... and brand monitoring critical as you suggest.
-arnaud
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