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May 23, 2012 BUSSINESS 2 BUSSINESS No Comments

imageIn a business like yours, a reputable, particularly online, is vital. But the bad news on the net nearly cost him his business.

Posoli-Cilli When he left his previous company sued its former employees suing her and she answered them. Finally, the matter was resolved with a settlement.

But his mark did not disappear from the Internet and, later, when potential customers looking for their name in Google, he says, the details of this case appeared again.

“All I saw was that I had claimed. It is not telling the whole story, but that meant a spot,” he says.

This could have been devastating. Despite having had a good relationship, after seeing this data online, a company stopped working with her.

And Posoli-Cilli experience is not uncommon. In some cases, the information flowing through the network is not only incomplete or confusing, but maliciously posted by individuals or business rivals with the intention of undermining the credibility of the competition. What can you do about it?


One possibility is to ask for help. “Reputation” is a company founded in Silicon Valley in 2006 that is dedicated to helping companies and individuals to protect their privacy and manage your reputation online.

Its turnover grew by 600% in the last year and have customers in over 100 countries.

“We try to return some of the ‘toothpaste’ the tube, actually a lot of toothpaste. We also try to prevent the rest of the toothpaste to come out,” said MichaelFertik, founder of the company.

The first step is to find what is said about the person in question online. Then comes to protecting the privacy and reputation.

There are some things that “Reputation” can do, such as deleting blog posts that convey a negative opinion or make up information favorable to their clients.

Company officials say they do is, by applying search optimization techniques, make the good things listed first in search engines.

Virtual Rumors

In relation to privacy, remove customer information database in which they do not care to be.

They also have a tool for Facebook that lets you encode the customer comments posted on the network.

On the other hand, “Reputation” says she has an ethical code and does not accept clients convicted of violent crimes or who have been accused of child abuse.

“Most businesses do not realize that there is a virtual community around them and do not know what is being said about them (…). As the network becomes more social, more damaging information can be shared” said Craig Agranoff, technology correspondent U.S. television CBS, co-authored a book on online reputation.

One of the most repeated advice on this issue is the need to take initiative, be aware of what information flows over us and react quickly.

“We’re not saying you have to create fake reviews, but encourage clients to make positive comments,” suggests Agranoff.

The idea, he adds, is that the more positive feedback has been on one, the more you dilute the bad.

As in the real world, true or not, the “rumors” exist and are capable of damaging the public image of a person.

“Now, digital reputation is your reputation. Like it or not, many people now consider that the truth about you,” says Fertik.

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