UGC 'makes reputation management harder'

The rise of user-generated content (UGC) and consumer websites has made it harder for businesses to control the reputation of their brands, an expert has commented.

Karen E Klein, writing for Business Week, explained that an increasing number of consumers will not make a purchase without first checking feedback websites to find shared opinion on the product of service.

This means firms have very little control over their reputations, she continued.

"In this empowered consumer climate, it is more important than ever that entrepreneurs build and maintain an excellent reputation," Ms Klein urged.

She recommended working to improve consumer satisfaction but also urged businesses to launch an offensive to make sure positive information about their brand is published online.

Last year, search engine optimisation blog SEO-space suggested that a positive online experience of a firm could help "entice" positive consumer feedback.

Furthermore, it recommended companies provide space on their own pages for feedback as this allows them to retain some control of what is being said.