Internet Brand Management Ethics

Ethics of Online Reputation Management Presented by The Search Guru SMX West Conference February 10, 2009

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Why are the ethics of ORM important?

One day Alice came to a fork in the road and saw a Cheshire cat in a tree. “Which road do I take?” she asked. “Where do you want to go?” was his response. “I don't know,” Alice answered. “Then,” said the cat, “it doesn't matter.” -- Lewis Carroll Image courtesy of Lenny’s Alice in Wonderland site http://www.alice-in-wonderland.net

Common ORM tactics – ethical or not? ,[object Object]

Creating profiles on other sites ,[object Object]

Contacting sites and trying to get negative remarks removed ,[object Object],Dear Sir or Madam: This is a request for the immediate removal of the following comment from [commenter] on your website at [URL]: [comment] This person has made false, derogatory remarks about our company and owners. Please confirm the immediate removal of this comment to me as soon as possible. If you have any questions, please contact me. Thank you for your prompt attention to this matter. Your name Contact information

Contacting sites and trying to get negative remarks removed ,[object Object]

Encouraging positive reviews ,[object Object],Dear [Customer], Thank you for your recent purchase with [Company]. We hope you are satisfied with your purchase. We would welcome any feedback you’d like to share; please visit [URL] to post your comments. We value your patronage and hope you will shop with us again soon. Thank you! [Company] Customer Service

Encouraging positive reviews ,[object Object]

Encouraging positive reviews ,[object Object],Screenshot courtesy of Dethroner http://www.dethroner.com

There are truths on this side of the Pyrenees which are falsehoods on the other. -- Michel de Montaigne 1533-1592, French essayist Image courtesy of Wikimedia Commons http://commons.wikimedia.org

Legal ramifications of less than ethical behavior ,[object Object],[object Object]

Legal ramifications of less then ethical behavior ,[object Object],[object Object],[object Object],[object Object]

Legal ramifications of less then ethical behavior ,[object Object],[object Object]

Real World Example ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Google using Pay Per Post ,[object Object],[object Object],[object Object],[object Object]

Free Reputation Management Resources: ,[object Object],[object Object]

Internet Brand Management Ethics

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