Learn about Protecting Your Brand

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The IPA Search Group Launches
UK advertising industry body the IPA announced today the formation of the IPA Search Group which Steak Media's COO… read more (24/01/2008)

The Impact of Social Networking in the UK
In social networking websites such as Facebook Bebo and MySpace accounted for one in every five page impressions in… read more (16/01/2008)

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Learn about Protecting Your Brand

18/11/2008 - posted under Reputation management
by Noah Elkin

Companies spend countless hours and invest heavily in building their brand. But the investment shouldn't stop there; protecting the brand requires the same care and attention. Because the search results consumers see - good, bad and indifferent - influence their impressions of a brand and inform the subsequent actions they may take (or not take), any search marketing campaign should contain an element of online reputation management.

It's well established that other media drive consumers to search and there is a growing body of research that shows search results have an effect on brand perception. This is, of course, a double-edged sword: it can help a brand when search results are positive, and hurt if the results are negative. What is a brand to do? I'll be discussing the reputation challenges marketers face online and some search-based solutions they can adopt to protect their brand at the upcoming Search Engine Strategies conference in Chicago on December 11th. Please stop by and participate if you happen to be in the windy city next month.

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