Monitor reputations online, firms urged

Web 2.0 has created many opportunities for marketers to develop their brands and build consumer awareness but it also means firms must monitor what is being said about them, a company has claimed.

Creative digital agency Pod1 highlighted that individuals could now unite online and attempt to sway firms and businesses.

Examples of this include the Facebook campaign which persuaded HSBC to change its policy on bank charges for graduates, it explained.

Bigger companies and brands are adapting to the changing online environment and developing their virtual world advertising, Pod1 continued.

"Companies are creating social marketing campaigns through blogs, podcasts, viral videos and even bespoke social networks to attract that niche online audience," it noted.

However, marketers must also pay attention to how their business is being mentioned in blogs and through other user-generated content, it urged.

Search engine marketing firm B10G warns that "millions and millions" of bloggers have a platform on which to rant about bad service and that they are not afraid to do so.

It notes that the speed with which negative comments can spread virally is "quite frightening".

BI0G adds that consumers who type a company name into a search engine and see complaints about its service will be unlikely to continue their enquiries.