This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

Web of Lies? Brands Hire to Secure Reputation

Stocks in this article: JNJ PEP KO

"The basic premise of the product is that you need to control your search results," Fertik says. "The idea is that you want to control as much of a page one and page two for searches for your business name or people associated with your brand."

Reputation Defender also is testing a free reputation alerts system Fertik describes as "Google Alerts on steroids" -- a tool that continually searches for information about you online, even in content that doesn't show up on search engines.

For people and corporations who find out they are under attack via Twitter or in blogs, the best course of defense may be to acknowledge the attackers with blog posts of their own -- or, better yet, offer to help. Comcast (CMCSA), saddled for years with a reputation for bad customer service, finally faced the problem head-on with its Comcast Cares campaign, in which the company employed full-time ambassadors to troll the Web for complaints about the company and reach out to the complainers with offers to help. Best Buy (BBY) employs thousands of customer service reps to tweet electronics advice and engage customers in a program called Twelpforce. IBM (IBM - Get Report) and Dell (DELL - Get Report) also have thousands of employees tweeting on the company dime, Ochman notes.

"I'm astonished that people are still asking whether, if they see a bad blog entry about their companies, they should respond," says Anthony Johndrow, a managing director at Reputation Institute, a consultancy that advises major corporations about their reputations. "Of course they should respond!"

In April, Reputation Institute came out with a list of the most reputable large companies in the United States, based on consumer perceptions not only of the companies' products and services but of corporate governance and workplace policies, leadership and performance, citizenship and innovation. "We've talked to investors, and they care about these other dimensions too," Johndrow says.

2 of 3

Check Out Our Best Services for Investors

Action Alerts PLUS

Jim Cramer and Stephanie Link reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

Jim Cramer's protégé, David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
Try it NOW
Try it NOW
Try it NOW

Check Out Our Best Services for Investors

Dividend Stock Advisor

Jim Cramer's protégé, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
Try it NOW
Try it NOW
Try it NOW
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!

Markets

DOW 17,416.85 +225.48 1.31%
S&P 500 2,021.25 +19.09 0.95%
NASDAQ 4,683.4070 +45.4130 0.98%

Partners Compare Online Brokers

Free Reports

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs