Reputation Changer: Zappos Incident Highlights Need For Reputation Management
/EINPresswire.com/ Recent negative publicity for the Internet company Zappos.com highlights how important it is for brands to enlist the services of reputation management companies—companies like Reputation Changer.
A company can work for years to build a strong, positive reputation for its brand, but all it takes is a single incident of bad publicity to completely ruin all that effort. Indeed, a good reputation can be destroyed in an instant, a fact made evident by the recent case of Zappos.com. Earlier this year, the web-based store and Amazon affiliate was the subject of an Internet security breach that compromised the personal data of millions of customers. Tony Hsieh, the chief executive of Zappos.com, commented that after spending "more than 12 years" developing their reputation, the company took "many steps back because of a single incident." The incident goes to show how valuable the services of an online reputation management company, such as Reputation Changer, truly are.
The Zappos.com episode also shows how quickly an online reputation can go up in flames. Virtually overnight, 24 million Zappos.com customers had their contact and billing information compromised, all thanks to a cyber attack that was ultimately beyond the brand's control. Regardless, the Zappos brand immediately received negative publicity, leaving its executives dismayed at how quickly their name had been tarnished.
And though the Zappos.com leadership team reacted admirably, taking quick and decisive actions to control the damage done, members of the online reputation management industry say many other brands are not so lucky. "The case of Zappos really drives home how easily and quickly an esteemed brand can suffer reputation damage," says Mark Reffert, Senior Strategist for Reputation Changer. "This kind of thing can happen in an instant, and it is important that businesses respond immediately and aggressively. A few companies may have the resources to do that, but many do not, which is why reputation management companies are so invaluable."
Reffert's company has worked with Fortune 500 companies and home-based startups, as well as public figures, legal firms, political candidates, doctors, financial advisors, and more. Regardless of the client, the goal of the reputation management firm is unwavering—namely, it is to defend and repair the client's reputation when it is damaged by unwanted publicity or negative reviews.
According to Reffert, these reputation management services are only growing more important all the time. "Consumers have more options available to them now than ever before, thanks to the Internet," he observes. "That means they have more freedom to pick brands that they identify with in some way. If your brand has a bad reputation, there are probably a dozen others the client could choose from, all available with the click of a button. That's why preserving your brand's reputation integrity is so important."
Reputation Changer offers services that provide businesses with exactly this kind of service. Their Brand Enhancement services are all about warding off bad publicity and enshrining the brand in question as one that is trusted and respected by consumers. "An enhanced brand is a successful brand," Reffert asserts. "We want to establish the client's brand as the brand of choice among consumers."
This means companies like Reputation Changer work tirelessly to suppress any unwanted publicity that arises about their clients. "We monitor Google, Bing, and Yahoo search listings around the clock, 24/7, and know the instant an undesirable listing hits the Web," Reffert explains. "We respond immediately and decisively, suppressing the unwanted listing or bad review before too much damage is done."
The concept of suppression is key to online reputation management. As Reffert says, there is "no undo button or erase key on the Web," no way to totally eliminate bad publicity or negative reviews once they hit the search engines. What companies like Reputation Changer seek to do is drive those listings off the first page of the search engine, onto the third or fourth or even the fifth page. "Very few people ever look past the first search results page," Reffert notes. "By pushing unwanted listings to page four, we're essentially making them non-existent."
These suppression campaigns are fueled by compelling, positive content, produced by Reputation Changer and approved by the client. "We flood the search engines with content designed to make the brand shine," says Reffert. "That's ultimately what we use to push the unwanted listings out of the way."
Founded in 2009 by a team of online marketing and sales professionals, Reputation Changer is one of the premier providers of online reputation management. The company works 24/7 to provide comprehensive reputation management strategies to its clients, which have included politicians, public figures, Fortune 500 companies, and more. Reputation Changer owns several media outlets, and is known for its innovation in positive SEO techniques, social media implementation, and more. The company is also unique for the custom, individualized process it takes for every client and every campaign.
Media Contact:
Cliff Stein
Reputation Changer LLC
800-269-7984
http://www.reputationchanger.com
PR courtesy of Online PR Media.
A company can work for years to build a strong, positive reputation for its brand, but all it takes is a single incident of bad publicity to completely ruin all that effort. Indeed, a good reputation can be destroyed in an instant, a fact made evident by the recent case of Zappos.com. Earlier this year, the web-based store and Amazon affiliate was the subject of an Internet security breach that compromised the personal data of millions of customers. Tony Hsieh, the chief executive of Zappos.com, commented that after spending "more than 12 years" developing their reputation, the company took "many steps back because of a single incident." The incident goes to show how valuable the services of an online reputation management company, such as Reputation Changer, truly are.
The Zappos.com episode also shows how quickly an online reputation can go up in flames. Virtually overnight, 24 million Zappos.com customers had their contact and billing information compromised, all thanks to a cyber attack that was ultimately beyond the brand's control. Regardless, the Zappos brand immediately received negative publicity, leaving its executives dismayed at how quickly their name had been tarnished.
And though the Zappos.com leadership team reacted admirably, taking quick and decisive actions to control the damage done, members of the online reputation management industry say many other brands are not so lucky. "The case of Zappos really drives home how easily and quickly an esteemed brand can suffer reputation damage," says Mark Reffert, Senior Strategist for Reputation Changer. "This kind of thing can happen in an instant, and it is important that businesses respond immediately and aggressively. A few companies may have the resources to do that, but many do not, which is why reputation management companies are so invaluable."
Reffert's company has worked with Fortune 500 companies and home-based startups, as well as public figures, legal firms, political candidates, doctors, financial advisors, and more. Regardless of the client, the goal of the reputation management firm is unwavering—namely, it is to defend and repair the client's reputation when it is damaged by unwanted publicity or negative reviews.
According to Reffert, these reputation management services are only growing more important all the time. "Consumers have more options available to them now than ever before, thanks to the Internet," he observes. "That means they have more freedom to pick brands that they identify with in some way. If your brand has a bad reputation, there are probably a dozen others the client could choose from, all available with the click of a button. That's why preserving your brand's reputation integrity is so important."
Reputation Changer offers services that provide businesses with exactly this kind of service. Their Brand Enhancement services are all about warding off bad publicity and enshrining the brand in question as one that is trusted and respected by consumers. "An enhanced brand is a successful brand," Reffert asserts. "We want to establish the client's brand as the brand of choice among consumers."
This means companies like Reputation Changer work tirelessly to suppress any unwanted publicity that arises about their clients. "We monitor Google, Bing, and Yahoo search listings around the clock, 24/7, and know the instant an undesirable listing hits the Web," Reffert explains. "We respond immediately and decisively, suppressing the unwanted listing or bad review before too much damage is done."
The concept of suppression is key to online reputation management. As Reffert says, there is "no undo button or erase key on the Web," no way to totally eliminate bad publicity or negative reviews once they hit the search engines. What companies like Reputation Changer seek to do is drive those listings off the first page of the search engine, onto the third or fourth or even the fifth page. "Very few people ever look past the first search results page," Reffert notes. "By pushing unwanted listings to page four, we're essentially making them non-existent."
These suppression campaigns are fueled by compelling, positive content, produced by Reputation Changer and approved by the client. "We flood the search engines with content designed to make the brand shine," says Reffert. "That's ultimately what we use to push the unwanted listings out of the way."
Founded in 2009 by a team of online marketing and sales professionals, Reputation Changer is one of the premier providers of online reputation management. The company works 24/7 to provide comprehensive reputation management strategies to its clients, which have included politicians, public figures, Fortune 500 companies, and more. Reputation Changer owns several media outlets, and is known for its innovation in positive SEO techniques, social media implementation, and more. The company is also unique for the custom, individualized process it takes for every client and every campaign.
Media Contact:
Cliff Stein
Reputation Changer LLC
800-269-7984
http://www.reputationchanger.com
PR courtesy of Online PR Media.
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