Managing how people perceive a company online is a very delicate business. There are so many ‘don’ts’ to bear in mind. Online businesses who do not get professional help are taking a big risk. Even some corporations who should know better commit a significant faux pas from time to time. This is partly because a corporation is only as sensible as its staff. Decent procedures can fail to prevent an individual blunder, as a Google employee recently demonstrated.
At Searchengineoptimisation.co.uk we help deliver internet reputation management in three main ways. Firstly, we take the necessary steps to prevent errors in the context of a continuous campaign. Secondly, we provide tips to the companies we work with to ensure that mistakes are not made by them. Thirdly, we deliver online reputation solutions so that if an unreasonable consumer is disgruntled, the impact of their dissatisfaction is minimised.
When it comes to Google, their recent problem was possibly related to its size. A small consultancy can make sure that it only hires and continues to work with people who will add to its reputation. It is arguably more difficult for a massive organisation to take quite the same degree of care over recruitment and post-recruitment supervision. There is not always the same quantity of trust between members of large organisations where people do not know each other.
The facts of the recent Google gaffe are simple enough. A new employee who works in programming for Google expressed the opinion that search engine optimisation was negative for the sphere of search. The worker in question went on to be inaccurate in their written comments in relation to rankings and paid advertisement. Such a clumsy position immediately attracted a reaction and the employee backed down saying that content should count. However, the staff member had caused such a mess that Google was obliged to put out a statement of clarification.
Google needs friends in the search world. It may be an incredibly powerful organisation, but the quite recent fuss over ‘Search plus Your World’ has illustrated how negative publicity can impact on its image. The organisation eventually responded well to the situation triggered by the employee’s post, but it would obviously have been preferable if the incident had not occurred in the first instance. The rule of thinking before posting had not been followed.
Any public gaffe made by search engine programmers is unfortunate, but the issue of how Google relates to optimisation firms has always been a tricky one. Google has sought to cultivate a firm but fair approach. It has shared information to help those who wish to do things properly, while penalising the shoddy content of the unethical outfits who give the sector its mixed reputation. Hence the employee’s initial comments were particularly misguided.
The danger with any search world slip up is that reports of it can circulate round the net quickly. Consultancies and site owners have to cooperate effectively to ensure that no mistakes are made. There will always be a few people unhappy with a firm, so critical reviews and so on have to be handled with tact.
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