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Social Media: The tip of the reputation management iceberg (Part 4)

  

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Part 4 - Continued from...Social Media: The tip of the reputation management iceberg - Sweat the small stuff...

Getting started

I like to think of internet reputation management as an ongoing process and not a one-time deal. Earlier, I talked about the Big Bang Theory and how I didn't believe it applied here. I still believe that. By taking small steps in the right direction, you can secure your firm's reputation and preserve all the time, energy and money you've invested in building it up.

Some of those steps should include the following:

• Understand the types of risks every company faces. We break the risks down into three main categories: Identity Theft attacks, Brand Abuse threats, and Defamatory Discussion
• Identify specific infractions. You can't police what you can't touch, so take the time to learn some of the typical activities, including logo-based diversions of visitors to a competitor's site, fraudulent Web sites that look just like yours and third party sites that claim formal affiliations with you that in reality do not exist
• Calculate the costs of inaction. Know the value of your brand. Use it as validation for investments in reputation management and brand protection. This isn't a cost: It's an investment in your company's future. Failure to do so could be catastrophic, so make sure your internal messaging reinforces the value proposition of a strong brand.
• Assess your core competencies. Review the skills inventory of your employees to determine whether they can engage in proactive brand protection activities. In many cases, even if they have the skills today, the threat environment moves so quickly that it is not cost-or resource-effective to maintain the capability in-house. By using specialized third party resources, you can minimize your risk and maintain your focus on core competencies

Don't make the mistake of thinking your company won't be targeted. In today's online economy, any company with any brand value is vulnerable. Your customers are increasingly connecting with you via online channels, and you in turn are shifting more activity online. People talk to and about you online - and some of that talk can be damaging to your reputation. And sometimes it's more than just talk. Either way, the risk is real and growing.

I hope you'll take the time to ask yourself the honest question: "Am I doing enough?"