Brand reputation management should be a key part of a business’ overall marketing efforts due to the significant impact of a negative online reputation and its direct effect on previous marketing campaigns. When customers head online to learn more about a company and its product, discovering bad reviews almost always drives them to the competition. When no such information is accessible from real customer reviews, customers often choose not to take any risk and do not complete transactions for potential sales. “Negative feedback shouldn’t be taken lightly, as it can help brands identify their weak points and improve the quality of their daily business operations,” says a spokesperson for reputation management firm ICMediaDirect.
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