Online Reputation Management

June 2, 2010

  • 87% believe the CEO’s reputation is an important part of a company’s reputation.
  • 83% of companies will face a crisis that will negatively impact their share price between 20 and 30%, during the next five years.
  • 100% of those reading this post have either a personal or corporate reputation to protect.

Source: Marketing Pilgrim

Reputation management is a new term for some, but it’s one that every CEO and marketer should be aware of. With the enormous surge of user-generated content posted online (think blogs, social media and online news comment sections), it’s extremely important to monitor online mentions of your brand, your senior management and even yourself.

BroadBased uses several tactics to build or reinforce strong, positive online reputations for brands and individuals. Through a combination of strategies that employ website, social media and online public relations approaches, we have experienced success creating a positive presence where there was previously none, and reversing a negative one.

“It’s critical for an individual or company to know what is being said about them online,” says Jan Korb, BroadBased’s CEO. “If what you find about yourself or your company in an online search is not to your liking, there is definitely work to be done. Imagine someone performing due diligence on your company, product or service and finding negative mentions or, perhaps worse, NO mentions.”

BroadBased’s strategy revolves around the regular creation of fresh content, a strong link strategy and other optimization tactics. Upon careful and sustained application, this strategy has proven successful in commanding the coveted “page one” positions during online searches, pressing undesirable mentions to later pages.

So keep a close eye on your reputation. You only have one.


Jan Hirabayashi founded BroadBased in 1996 and is the company's CEO and lead marketing strategist.