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Check out the article in last Thursday’s Times, Dealing With the Damage From Online Critics, that addresses how to handle consumers who develop a personal vendetta against your company. Well, you could send lawyers but legal cease-and-desists generally just make the customer madder than hell and it isn’t hard to just start yet another attack site.
I hate to say it, sucking less always helps. Start with treating your customers better. Also, be sure to register lots of domain names and work on your online reputation aggressively before it becomes a problem.
Online, the best defense is a good offense and an ounce of online promotion is worth a pound of cure. Here are some great commented-by-me excerpts from the article, Dealing With the Damage From Online Critics, so you can get a gist:
Read more…
4 Comments » Posted on October 8th, 2007 by Abraham Harrison
In a recent entry about the increasing value of site names I quoted Goldberger, an insider in the business, as saying, “Dot com is king. Dot net is worthless.” Where does this leave dot org? One company TIAA-CREF which offers financial services to people employed in professions such as teaching and health care believes that their dot org status could be beneficial. The New York Times article on the new advertising campaign pointed out that it came at just the right time. One print add asks, “Ever heard of a .org crash?” which with the current state of the market could prove to very a very comforting idea to the target audience.
This a step in the right direction. Previous campaigns have torn at the heart strings (I admit to even tearing up a few times). Recall the montage of hard working professors and doctors followed by some phrase like “For all the extra hours you dedicate to your students, we think you deserve extra credit”. Though these campaigns were flattering to the ego they did not necessarily flatter the target audience’s intelligence as consumers. To flaunt the dot org will presumably give a sense of security to the younger generations (Modernista which is handling the campaign is targeting people still in the prime of their careers). These younger people are the ones more apt to look at the site “suffix” and may like the feeling of putting their money into the hands of a nonprofit organization.
Is this something new that can be expected of others? Can pushing a site’s name (specifically .org/.com/…even .net) create a positive feeling in consumers?
No Comments » Posted on August 16th, 2007 by Dani Sevilla
Obviously quite a bit if “sex.com” can sell for 12 million dollars, according to Monte Cahn of Moniker.com as revealed in Hot Property–Web Domain Names and article released on CNN.com. Names such as “megayachts.com”, “stocks.com”, and “blogging.com” demand high prices at auctions ranging anywhere from 8 to 150 thousand dollars. But are these people who are paying the price of a small condo for a bit of online real estate really getting the bang that they want for their buck?
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2 Comments » Posted on August 5th, 2007 by Dani Sevilla
To quote Alice Marshall quoting me, as she did over at the Presto Vivace Blog in the post Playing Defense with Domain Registrations:
Domain Name Strategy
- Register domains for multiple years
- Private registration of domain names
- Register all domain extentions (net, com, us, org, etc)
- Register many variations of the domain
- Register misspellings and mistakes
- Domain Forwarding and Masking
- Register domains that counter brand
No Comments » Posted on June 20th, 2007 by Chris Abraham
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