BedTimes magazine June 2010

What they’re saying
Why managing
your online
reputation
is critical
By Barbara Nelles
Have you noticed how quickly bad news rises to the top of Internet
search results? It’s human nature: People love gossip and
scandal. They’ll forward links and post comments on blogs,
Twitter and forums. Before you know it, a video of two misbehaving
employees “goes viral” on YouTube and turns up just below the company’s
official corporate Web site in Internet searches.
That’s what happened to Domino’s Pizza when a gross-out
video created by a couple of unhappy workers garnered 1 million
views before the company even discovered its existence. United
Airlines had a similarly unpleasant experience when a passenger
whose guitar was broken by baggage handlers chronicled the incident
in a song that became an Internet hit.
Nothing is more precious—and perhaps more fragile—than
your company’s reputation. Damage to it can affect everything
from sales to relationships with suppliers. And it can have longlasting
impact on consumer attitudes toward your company and
the entire industry.
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BedTimes | June 2010 | 17