Manage your reputation before someone else does it for you.
It's hard to find anyone these days who doesn't have a digital footprint. Even if you haven't personally posted anything online about yourself, there is a good chance that someone else has. The digital footprint is a growing challenge and at the same time, can benefit individuals and corporations.
Online Reputation Management is one of the most overlooked aspects of brand management, until it's too late.
What you, your employees and customers post online, about you or other people within your organization, can and does reflect on your business. TMA will help you maximize the benefits of digital footprints while diminishing the negatives.
Example 1: TMA consulted to a well funded start-up company who's market focus was very conservative. While doing our strategic due diligence we found (quite easily) one of the business partner's MySpace page. The page was a average 28 year old, single male's social network page filled with fun times, beach parties and attractive woman and what appeared to be a lot of beer. Nothing abnormal; however, not aligned with the brand impression the start-up was trying to create to its market and funding backers. Correcting this was important to ensure the relationship between the start-up and it audiences was building the brand.
Example 2: Brand "Fans" are a dream come true for many companies. The dream can also turn to a nightmare in the online space if not managed. One national brand TMA consults to has such fans that love their products and want to tell others about them. The fans write blogs, develop web sites and tweet about this brand. These fans do it for no personal gain other than a love for the product. This is in fact an example of the Emotional Selling Proposition. BUT, what happens if one of the top ranking influencing blogs or web site no longer like products? What happens if a competitor buys out the fan's domain name and changes the dialog?