Why Do So Many Musical.Ly Videos Take Place In Target Online Reputation Control – Branding, Insurance, Or Blind-Luck?

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Online Reputation Control – Branding, Insurance, Or Blind-Luck?

In today’s world it is all too easy to be ignorant of your online reputation. It’s even easier for him to instantly evaporate and let someone rip him off into an almost unrecognizable brand that you’ll agree to be involved with. Every blog, community site, customer or competitor review has hundreds of different options for voicing viewpoints and concerns about a company. If you haven’t already, start understanding how to use social media monitoring tools and take proactive steps to keep your business healthy.

Your second option is to ask the simple question:

Can this happen to me?

Yes it certainly can.

As an example, I pulled out a local Washington CEO magazine article about the top 100 companies to work for in 2007. I pulled some of the names off the list and did a quick Google query. Here are some of the headlines I found about the first names of the “top 100 companies:

Result 7 – Zillow – Google Title “How good are Zillow’s appraisals?”

“Zillow hit 5% of the price in a third of the deals reviewed by the Journal. It was more than 25% of the target in 11% of them. In 34 of the 1,000 deals, Zillow was down more than 50%.”

Our View: If you’re a Zillow user or investor, you’ve likely been exposed to this article and some like it. How does it make anyone feel that the Wall Street Journal (which is considered one of the most respected news sources) says that Zillow’s Zetimites are 50% off?

Result 6 – Comcast – Google Title “Comcast technician sleeping on my couch” A Comcast cable technician came to replace a cable modem and fell asleep while waiting for the customer service team. As of this article it has been viewed: 1,219,303 times! (At 58 seconds long, that’s a lot of bad reviews for Comcast.) It had 714 comments.

Our take: The Saint is smoking Batman. 1,219,303 views! I don’t know of any company that wouldn’t suffer a marginal impact on their marketing, sales, and customer service numbers when a million different people saw how lackluster Comcast support was.

Result 3 – Spokane Federal Credit Union Review – Citysearch Review – “I have had an account with Spokane Federal for many years and have never been so impressed, they pretty much just took care of what I needed and nothing else, all in all I would say they met, no exceeded my expectations”

Our View: Although Spokane Federal Credit Union has plenty of coverage, it would be easy to dismiss a lackluster review that says they’re anything 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 to all users, but is paid for by advertisements. Visitors are presented with an end user license agreement that they receive before You have downloaded some content.”

Our take: Here’s a desktop software company that has tons of people using Zango gaming software, and every time someone Googles their name you get “PC Hell – Zango Removal Instructions”. If I bought a desktop system pre-installed on it, you can bet I’ll remove it quickly. I don’t need some casual gaming platform slowing down my computer while I need to count my data or send an important email.

It doesn’t matter who you are (how big, or how small), it can happen to you.

This happens to Comcast and Zillow.

It happens to the little guys too.

If you look at this problem from a numbers perspective, Comcast buys its keyword “comcast” from Google so that it can keep its company branding and results at the top of Google. If I were to buy this keyword, it would cost about $1.25 per click, and have an estimated 5,500 clicks per day (that’s a daily budget of $6000 to $8000 per day on the same keyword).

If Comcast is only paying $.25 per visitor for that keyword – imagine those 1,219,303 video views cost Comcast a minimum of $250,000 in lost “clicks”, not counting how many customer service and PR problems it causes.

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