Yahoo Chatrooms, Advertisers Go Offline - CBE, the Corporate Patrolman
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Corporate Brand Emissaries (CBE's) will need to develop skills in search engine optimization to move pages with bad press off of the search engine results, especially if the page lands within the top 30 results of any major keywords. THE CBE will need to develop public relations skills in order to diminish any damage done by bad press or publicity, create good publicity or spin to offset damage done. This will need to be a proactive position where people are sent to the advertisers' sites to ensure compliance with their brand, trademark, and copyright policies.
The CBE will also need search engine marketing skills to find better advertising opportunities for their clients while proactively surfing the Internet to maintain damage control and positive interaction with the company's various interpersonal contacts they have daily in the course of business,
These newly created positions can also assist in filing DMCA paperwork with search engines to have results removed which infringe on the company's brand name or copyright or otherwise violate protections to corporations assured by the government. The government can, and does enact laws to protect the many types of properties people and companies own. But in the Internet world, the reality is that there must be a proactive stance taken in order to ensure steady revenue.
Google.com and the other major search engines can make the CBE's job easy through the indexing of web pages that contain the company's name. A search on Google for http://www.mywebsite.com will return a page with the site description, as seen in Google's results page. Below that are five links to other information about the website.
By clicking on the bottom listed link (find web pages that contain the term "www.mywebsite.com"), a list of all the websites where the domain name is mentioned will be returned, which the CBE will need to click on each one and surf the site where the company's name is mentioned.
From there the CBE can notate whether the site provides good publicity or bad press. Bad press comments should be noted and an individualized e-mail sent to discuss the issue. If violations of business protections (Copyright Law for instance) have been done, the letter can request that the violation be removed.
In the current environment of consumerism, where an unsatisfied customer can take their complaint to the world about any company, it is an advised best practice for corporations to exceed customer expectations by providing superior response to complaints and implementing a problem resolution process.
With the resources offered through the online world, as well as a plethora of tools at their disposal, the claim of "we didn't know" for any Fortune500 corporation, especially those publicly held, is a sure sign of a poor and lazy management that is too far out of touch, unaware of current events, and putting on blinders to issues which can erode shareholder confidence and the value of the shares.
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