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Online Reputation Management Ethics, Online Reputation Management, Internet Reputation Management, Car Dealer Reputation Management, Automotive Reputation Management, Ethics of Web Brand Management... Visit and Join the Automotive Digital Marketing Professional Community at http://www.automotivedigitalmarketing.com/
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1 Copyright 2009, [email protected]
Ethics of OnlineEthics of OnlineReputation ManagementReputation Management
Presented byPresented byThe Search GuruThe Search Guru
SMX West ConferenceSMX West ConferenceFebruary 10, 2009February 10, 2009
2 Copyright 2009, [email protected]
Censorship
Misinformation
Vendetta
Consumer rights
Time sensitivity
Long term reputation
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Why are the ethics of ORM important?Why are the ethics of ORM important?
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One day Alice came to a fork in the road and saw a Cheshire cat in a tree. “Which road do I take?” she asked. “Where do you want to go?” was his response. “I don't know,” Alice answered. “Then,” said the cat, “it doesn't matter.”
-- Lewis Carroll
Image courtesy of Lenny’s Alice in Wonderland sitehttp://www.alice-in-wonderland.net
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Common ORM tactics – ethical or not? Common ORM tactics – ethical or not?
Depends on how you use them and whatis important to your company…
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Creating profiles on other sitesCreating profiles on other sites
Right way: http://twitter.com/autorevo
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Creating profiles on other sitesCreating profiles on other sites
Wrong way: http://www.facebook.com/pages/canadas-car-dealer/15701720777
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Creating profiles on other sitesCreating profiles on other sites
Middle: http://profile.myspace.com/index.cfm?fuseaction=user.viewProfile&friendID=412101998
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Contacting sites and trying to get Contacting sites and trying to get negative remarks removed negative remarks removed
Right way:
Dear Sir or Madam:
This is a request for the immediate removal of the following comment from [commenter] on your website at [URL]:
[comment]
This person has made false, derogatory remarks about our company and owners. Please confirm the immediate removal of this comment to me as soon as possible. If you have any questions, please contact me. Thank you for your prompt attention to this matter.
Your nameContact information
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Contacting sites and trying to get Contacting sites and trying to get negative remarks removed negative remarks removed
Wrong way: http://thefrontsteps.com/2008/11/20/letter-to-editor-defamation-slander-law-suit-fun/
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Contacting sites and trying to get Contacting sites and trying to get negative remarks removed negative remarks removed
Middle: http://recycleinme.com/community/forums/t/162.aspx
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Encouraging positive reviewsEncouraging positive reviews
Right way:
Dear [Customer],
Thank you for your recent purchase with [Company]. We hope you are satisfied with your purchase. We would welcome any feedback you’d like to share; please visit [URL] to post your comments.
We value your patronage and hope you will shop with us again soon. Thank you! [Company] Customer Service
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Encouraging positive reviewsEncouraging positive reviews
Wrong way: https://www.mturk.com/mturk/preview?groupId=NWCTSDZNY9QJXXCX4ZGZ
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Encouraging positive reviewsEncouraging positive reviews
Middle: http://dethroner.com/2008/05/05/ny-camera-store-offers-bribe-to-fix-amazon-rating/
Screenshot courtesy of Dethronerhttp://www.dethroner.com
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There are truths on this side of the Pyrenees which are falsehoods on the other.
-- Michel de Montaigne 1533-1592, French essayist
Image courtesy of Wikimedia Commonshttp://commons.wikimedia.org
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Legal ramifications of less thanLegal ramifications of less thanethical behaviorethical behavior
FTC: do reviews on other sitesconstitute “endorsement?” No legal ruling on this
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Legal ramifications of less then ethical Legal ramifications of less then ethical behaviorbehavior
Cease & desist: legal, but ineffective because websites are protected
Communications Decency Act – protects forums and blog comments
First Amendment – protects most personal posts
Strategic Lawsuit Against Public Participation (SLAPP)– used to quickly end libel and defamation lawsuits
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Legal ramifications of less then ethical Legal ramifications of less then ethical behaviorbehavior
Libel & defamation Case has to be proven and can be costly in court
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Real World ExampleReal World Example
RealSelf.com hosts both patient positive and negative Lifestyle lift
reviews and over 1,000 comments to the RealSelf.com beauty forum
January ‘08 trademark infringement complaint filed by Lifestyle Lift Holdings against RealSelf
Mar 3, 2008 RealSelf filed counter-complaint - alleged Lifestyle Lift Holdings violated terms of use by posing as patients posting reviews on our site
resolution: 5/12/08 - “this matter was settled by the parties by mutually agreeable terms.”
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Google using Pay Per Post Google using Pay Per Post
Japan pay per post campaign Google is paying internet marketing company
Cyberbuzz to post good reviews of their new keyword widget
posters admit to participating in a pay-per-post campaign
posts are showing in Google Blog Search Japan
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ConclusionConclusion
The ethics of ORM shouldcontinue to be discussed.Create a corporate balancesheet of the kind of companyyou wish to be anddecide if the tacticinterferes with thatbalance.
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Free Reputation Management Resources: Free Reputation Management Resources:
• Free Whitepaper: http://www.TheSearchGuru.com/reputation
• Legal Cases: list of recent cases and current status / resolution
