News spreads fast and far over the Internet, a cyberspace equivalent of the Wild West where anything goes. But positive Google search results on people, companies and their brands can quickly turn negative as a few critical comments spread virally from blog to blog and website to website, rising to the top of search engine rankings. And forget fact checkers; many online contributors don’t care whether something they share is true or not – just so long as it gets attention, builds content and creates buzz.
Now companies and marketers have an arsenal of weapons to fight back and monitor and protect reputations online. They can, in real time, learn what’s being said about them on blogs, Twitter, social networking sites, news portals and other sites to address real or perceived issues head on. By interacting and engaging others online and becoming part of the ongoing conversation, companies can proactively communicate their messages, defend against an attack, correct inaccuracies, and respond instantly to quell potential crises.
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