A Brand Is a Terrible
Thing to Waste: How to Manage Your Company's Online Image
How to
effectively monitor mentions of your brand online…
Word-of-mouth
is not what it used to be. Just 10 years ago, upset customers, or raving fans,
could spread their opinion about your business only to their family, friends,
neighbors, and work colleagues. Now, thanks to social networking and the
infinite publishing power of the Web, customers can share their rants and raves
instantly with a worldwide audience. In such a wired world, your online image
is everything! And if your online image is tarnished, performing the following
key business functions will become much more difficult:
Marketing. Ongoing demand generation is critical for
growing your business. If your Google results are soured with negativity when
prospects search for your business, you will see your lead generation pipeline
dry up.
Selling. With your marketing and demand generation
waning from your negative online image, your sales will start to tank as well.
Prospects will not want to do business with you, and customers may get spooked
and look for another company to work with.
Recruiting. You need a great team of employees on the
bus for your company to be successful. If your online image is tarnished, the
rock-star employment candidates may want nothing to do with you.
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