Goodwill Management, Online

Any one who has studied commercial accounting would agree that “goodwill” though an intangible asset plays a vital role in an organization’s life cycle. It can make or mar an organization’s performance in the respective market or even beyond it.

The question now is, with the advent of e-marketing age it is very easy for an organization to create its reputation but it has also rapidly increased the painless procedure for a user to derogate a brand or a company, hence it is essential for an organization to maintain its goodwill in such manner that the negative comments if generated do not harm the reputation of the organization

Lets take a scenario if you want to buy a mobile phone the first thing we do is Google about the phone model of our choice, out of the results generated on the first page if one says that this product has very low battery life and hangs often … puff …. The probability of buying the model reduces tremendously. We are living in an era where every single buyer wants to buy the best possible product in his budget, one single derogatory remark or even a single bad review can end the product’s / brand’s life cycle. Similarly a remark that portrays the brand as value for money can not only increase its chances of survival but can result into a success for the brand.

Marketers are continuously striving to create new ways to maintain a positive online goodwill; one such evolved concept is called Online Reputation Management (ORM), also referred as Search Engine Reputation Management
The problem with industry is that majority of the people believe in “Reputation Repairing”, where they wait for some one to tarnish their image and then they opt to repair it. What most organizations forget is that prevention is better than cure; hence the right approach would be to start reputation management from day one and leave no stone unturned for betterment of the brand.

Now the most common gaffe and the biggest obstacle prevalent in online marketing is that if you ask the professionals to initiate ORM / SRM, they will immediately reply that lets do SEO and start a blog or lets begin with a forum for the brand!, that’s just one way and its not the only way – there are infinite possibilities and innumerable algorithms that can be practiced to give your online image a boost …

We will keep adding more with new ORM techniques and prevalent online marketing practices… so till then we wish you a happy Google listings and highest possible page hits...