Monthly Archives: June 2010
Brandjacking (or brand hijacking) has been around as long as Twitter and Facebook have been in existence. Just as there was URL cybersquatting, people have jumped at the chance to claim the usernames and handles for their favorite (or not-so-favorite) brands and companies in the social spaces. In some instances, the love for a brand was the rationale behind the name grab, but more often than not, the intentions are not as sincere.
It’s this last instance that is the most critical as it comes to monitoring your brand reputation online.
Exxon Mobil, Aston Martin, Burger King, and most recently, BP, have all been victims of Twitter brandjacking within the last two years. With increased use of these online social spaces, as well as the increased use of these spaces as a means of communicating marketing messages and interactions with consumers, there is an increased need for companies to monitor what is being said in relation to their company or brand online.
Below is a list of keywords, phrases, or reputations that any savvy business owner should be monitoring online on a regular basis. Many of these can be set up in a Google Alert with just a few clicks and are essential for monitoring your brand or company’s online reputation.
- Your Name. This is extremely important if your brand or company is yourself. You should always be aware of anything that is being said about you in the online space.
- Your Company Name. This, along with your personal name, should be a given, but it’s amazing how many people miss this crucial step. For many brands, this is the easiest way to become aware of rogue Twitter accounts or Facebook pages that may be spreading false information about your company.
- Your Brands. For companies who manage several brand names, like Proctor and Gamble for example, this is necessary in order to keep abreast of anything that is being said not just about your corporate brand, but also your sub-brands.
- The Names of Your Company’s Executives. Your CEO, your CFO, your CMO, your CIO, your vice president of any number of departments, and your company spokesperson. These are all worth checking into. Their reputation affects your company’s reputation.
- Your Marketing Message/Tagline. This can be a very resourceful way of managing customer feedback to your messaging or determining if your registered or trademarked tagline is being misused in any way.
- Your Industry and Competition. In order to stay competitive in your respective industry, you should always take every step toward being informed about what other players in the industry are doing or discussing. Knowing what is going on in the environment that surrounds your business is crucial if you want to continue to stay competitive and relevant, and keep the doors of your business open.