Saving Face Online

(page 2 of 2)

If you haven't done so already, start a blog (with your company's name in the title), set up a profile on social networking sites such as LinkedIn or Facebook, or tag images with your company name on Flickr, Beal says.

Creating that relevant content can also help distinguish you or your business from others with a similar name. As president of management consulting firm Metcalf & Associates in Columbus, Ohio, Maureen Metcalf has established her Internet presence by launching a blog on leadership, publishing papers online, and posting a detailed profile of her firm on LinkedIn, where she has collected recommendations from former colleagues, clients, and students. On Twitter, she posts links to interesting articles, lists upcoming classes she's teaching, and talks about her nonprofit work. "If someone does a search, I better show up as someone who has intellectual horsepower," says Metcalf, whose firm has about $300,000 in yearly revenue. Most important, she's trying to distinguish herself from another Maureen Metcalf in a different industry. So far that strategy is working, and the first few pages of results of a Google search on her name mostly turn up information about Metcalf's consulting business.

Sometimes you need to take more direct action. Peter VanRysdam, of interactive marketing firm 352 Media Group, found that was the case a few months ago when the $3.5 million company laid off an employee. "She was active on Facebook and Twitter, and immediately after being let go, she posted on Twitter that we had just lost our best asset," says VanRysdam, vice-president of marketing, who thought it was a knee-jerk reaction because she was upset. Because the 43-person company had offered her contract work, they asked her to edit that post or take it down if she still wanted the work. She complied. "We don't always have that to hold over someone's head," says VanRysdam.

FIRST, APOLOGIZE

Customer complaints, of course, have to be approached a bit differently. "If you made an honest mistake or delivered a product that has a flaw, then apologize," says Beal. In some cases, the customer may have made a mistake, but if so, it's still wise to step in and clear up the situation if you can. For example, Dotster often encounters customers complaining online about technical difficulties, but some of those customers are simply confused about the process of setting up a Web site. "Most customers are shocked that we actually respond to them," says CEO Page. If a customer complains on Twitter, for example, someone from Dotster will tweet back, asking if they can help. Often those same customers go on to publicize how responsive and helpful Dotster is. Of course, a constant string of apologies or excuses on a site such as TripAdvisor, for instance, won't do much good unless you've worked to fix the problem. "You'll be forgiven once or twice, but customers will look to see if [you've] learned anything," says Beal, before deciding if they can trust your business again.

As for Schwartz, he wrote a blog post explaining his predicament as a means of damage control. He then contacted Twitter, which shut down the impostor account that same day. Schwartz never found out the true identity of the impostor. Still, this is the second time he has been impersonated on the Web. In October 2006, someone registered web.rustybrick@gmail.com and started mass e-mailing people, trying to sell search engine optimization services under his company's name. "The messages were in broken English and it looked bad for us," says Schwartz. He e-mailed the culprit and discovered it was a young person in India, who stopped sending the messages immediately. In both of these instances, acquaintances alerted him right away, but Schwartz has since become vigilant about monitoring his company's brand online, using Google Alerts and Twitter search. Says Schwartz: "Thankfully there are a lot of great tools to help you track what people are saying about you"—be it around the globe or in your backyard.

Return to the BWSmallBiz June/July 2009 Table of Contents

King is a writer for BusinessWeek.com in San Francisco.

Business Exchange

Track and share business topics across the Web.