You have heard many times that reputation is fragile but what make it so? The common mistakes done by big brands will tell you how digital reputation is brittle. Learn about these threats and save your brand from getting hurt.

1. 9
OnlineReputation
ThreatsThatAre
KillingBrands
Fightingonlinebrandwars?
Saddleupyourbrandagainsttheseonlinereputationattacksfirst.

2. 1
BAD
Anytypeofpublicityis
goodforthebrandis
amyth.Bad/negative
mediacoveragecan
leadtoatrustdeficit
innotime.
BAD
BAD
NegativeMediaCoverage=Ruinedpublicimage

3. In2011,Toyotafacedtheireof
themediawhenitdelayed
recallof5.2millioncarshaving
faultysteeringproblems.Later
itwasfoundthatthedelaywas
notintentionalbutthe
damagedwasalreadydoneto
theimageofthecompany.theimageofthecompany.
Toyota
NegativeMediaCoverage-LessonToLearn

4. 2
NegativeVisualContent-Picturestalk
Negative,shockingorabusivephotos&videosleavegreaterimpactthan
wordscan.Biggestblundersofthissortusuallyhappenwhenthepersonal
andprofessionallivesaremingledwitheachother.
Treatthem separately
Abusivephotos
ShockingVideos
NegativeWords
80%
60%
20%

5. NegativeVisualContent-LessonToLearn
USAirways
USAirwaysaccidentallyposted
pornographicpictureswhile
replyingtoacustomeron
Twitterin2014.Althoughthey
madeapublicapologybutit
ledtoaseriesofsarcastic
tweetsandparodiesofthetweetsandparodiesofthe
company.

6. 3
FakeAccountsCreatedByHackers–MostMalicious
Saveyourbrandfrom fake
onlineaccountandintruders
whohackwebsite/profilesand
thenstartpostingnonsense.
Helpusersdifferentiate
betweenyouandfakeprofiles
inthenameofyourbrand.
KeepasimilarpresenceofKeepasimilarpresenceof
yourbrandacrossallsocial
networks

7. FakeAccountsCreatedByHackers–LessonToLearn
WhenBPwasdealingwiththe
catastropheofoilleakinGulfof
Mexico,anewwarfront
emergedforthecompanyon
Twitter.AFakeaccountwas
createdtomakeBPlooklikea
companythatdidnotcare
abouttheaccident.Thiscreatedabouttheaccident.Thiscreated
alotofbuzzandwaseven
acknowledgedbymainstream
media.
WhenBPwasdealingwiththe
catastropheofoilleakinGulfof
Mexico,anewwarfront
emergedforthecompanyon
Twitter.AFakeaccountwas
createdtomakeBPlooklikea
companythatdidnotcare
abouttheaccident.Thiscreated
BritishPetroleum

8. 4
RivalA acksByCompetitors–Keepaneagleeyetocombat
Allthesearepartandparcelofbeingabrandbutifyoudon’tcontrolthe
aftereffectsintime,theycanleadtoreputationhurt.So,monitoryour
presenceconstantlyandmakesureyourtargetusersremainunaffectedof
theseattacks.
Corporate
espionage
Falseaccusations
bycompetitors
Fakestories
plantedbyhaters
Perception
battles

9. RivalA acksByCompetitors–LessonToLearn
Bendgateisaknown
controversyinvolvingiPhone
modelsfrom Apple.Although
theproblemswerenotmajor,
itwashypedbyApple’s
competitorsinordertomake
theproductslookfaulty.
Apple

10. 5
Newsjacking–Don’tinvestinaflopshow
Usingbreakingnewstoboostyourreputationortryingtogeneratefakemedia
coveragecanbackfire.Newsjackingcanuproottrustoftargetaudience,andcan
projectyouasunreliablebrand.

11. Newsjacking–LessonToLearn
Gap,Aclothingline,tooka
hugebrandbashingwhenit
triedtonewsjackhurricane
sandytragedytopromote
itself.
GAP

12. 6
HatePagesAndWebsites–Ignoringisdeathforabrand
Commonly,thehaterspost
provokingupdates&comments
onforumsandsocialnetworks,
whichcreatesavoidforpotential
customerbaseanddamagesthe
onlinereputationofabusiness.
ThiscanturnouttobemoreThiscanturnouttobemore
defaming,abusiveandvulgar
withthreadedcommentsthat
follow.

13. HatePagesAndWebsites–LessonToLearn
isonesuchwebsitethat
tarnishestheimageofthe
airlineinfrontof
prospectivecustomer.
iHateryanair.org
IHate
Ryanair
IHate

14. 7
OnlineRumors–Nipinthebud
Peoplestartbelievingtowhattheyseerepetitivelyandtakeeveryrumorwitha
pinchofsalt.Keepaclosewatchonnegativeinformationcirculatedaboutyour
businesssonweb.
Putafullstoptothem beforetheyaretakenseriously

15. OnlineRumors–LessonToLearn
MichaelJacksonhasbeenthe
receiverofmanyrumors
rangingfrom childmolester
toplasticsurgeries.This
damagedthecareerofthe
singerwaybeforehisdeath.
MichaelJackson

16. 8
ReviewWebsites–Customers’feedbackseasilygetviral
One-starincreaseinYelprating
leadstoa5-10%increasein
revenueforbusinesseswhilea
negativecontentcankillthe
revenueandgoodwill.
DoreputationbuildingtoDoreputationbuildingto
saveyourbusinessfrom
badreviews

17. ReviewWebsites–LessonToLearn
Manybrandshavetakena
beatingonwebsiteslike
ripoffreport.com andyelp,
wherebadreviewpagesare
common.Thisleadstoahuge
backlashofthebrandinfront
ofthecustomers.
Yelp

18. 9
BlackHatGuys–Penultimateformofreputationdisaster
Blackhattechniquesareusedfornegativemarketingofthecompetitor.
NegativeSEOishighlydifficulttocomeintonoticeandcanproveterribly
riskyforbrandimage.

19. BlackHatGuys–LessonToLearn
isknowntotarnishimageof
itscompetitors,butitcrossed
thelinewhenitwasfound
thatitpaidpeopletowrite
negativeonlinereviewsabout
HTCphones.Italsohadto
payafineforindulgingin
suchactivities.suchactivities.
Samsung
isknowntotarnishimageof
itscompetitors,butitcrossed
thelinewhenitwasfound
thatitpaidpeopletowrite
negativeonlinereviewsabout
HTCphones.Italsohadto
payafineforindulgingin
suchactivities.
Samsung

20. TheBo omLine
Youcannotignorethechattergoingonrelatedtoyouoryourbrand.Dealing
withnegativeonlinecontentisthetopmostbusinessconcernfor90%ofthe
businesses.
‘Stayprepared’istheonlywaytodealwithonlinereputationattacks
Incorporateawelllaid
ORM strategy
Gaintrustofyour
consumers
Strengthenrelationship
withendusers

21. Contactw3PolicetoBuild,Repair,MonitorOnlineReputation
Callusat:
{IND}+91-9555596666
{USA}+14698443346
E-mailusat:
sales@w3police.com
VisitOurwebsite:
http://www.w3police.com/
Internetistheharbingeronopeninformationsharing.
YouwillneverknowwhenyourBrandisbeingattackedorbeencriticized.