
They say that 2008 is lining up to be the year of ‘online reputation management’. I agree. The consumer review, whether clustered in online review sites or splattered through blogs all over the web, has turned conventional marketing on its head – and most operators don’t even know it.
Right now, we’re seeing the rapid growth of ‘online reputation management’ solutions – tools and consultancy services designed to roam the web and harvest what people are saying and suggest ways of countering negative feedback.
We’re interested because ‘mu:kaumedia seems to be working at the opposite end of the process – launching a package designed to stop consumers punishing organisations through the use of the damning review in the first place.
Watch this space. ORM is what the social networking revolution is all about.
Our business is about using feedback to develop ourselves and our organisations, so you’d expect us to be sticking our noses into all kinds of feedback and review systems. Here’s one I came across recently. ‘The Good Garage Scheme”.
What bothers me more is the internet’s underlying ‘pornography’ – its capacity to supply endless, necessarily shallow, amoral, 2-dimensional chunks of increasingly visual material for the pleasurable consumption of everyone from pre-school upwards.
• The new digital economy does away with the constraints of physical space and connects niche buyers with niche products, enabling a market for niche products. These technologies are able to capitalise the fact that there is greater overall volume of ‘stuff’ in the tail than in the peak.
These ads were hot off the drawing board last night for inclusion in next week’s Bartercard ‘Trading Times’.

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