When most people think branding, they think about what happens offline.当大多数人认为的品牌，他们认为发生什么离线。 The familiar names of large corporations come to mind when slogans like “When it absolutely, positively has to be there overnight…”, “You’re in good hands with…”, “It’s everywhere you want to be”.该熟悉的名字的大公司来记时的口号一样： “当它绝对，积极要有通宵… … ” ， “您在良好的手… … ” ， “它的无处不在你想成为” 。 You can quickly see that these are instantly recognizable companies and brands.您可以快速地看到，这些都是立即可识别的公司和品牌。 When you think tissues, it’s Kleenex.当您觉得组织，它的kleenex 。 When you think computer chips, it’s Intel.当您觉得计算机芯片，它的英特尔。

Online, however, business owners tend to neglect this important aspect of their ebusiness.线上，然而，企业主往往会忽视这个重要方面，他们的电子商务。 This can be a deadly mistake as you’ll see with the few real-life illustrations.这可能是一个致命的错误，您会看到与数现实生活中的插图。 Online, people are looking for reasons to trust your business.网上，人们正在寻找的理由，相信您的业务。 They form quick opinions based on surrounding search results.他们的形式快速的意见，基于对周围的搜寻结果。 If any doubt is cast on it, they could end up buying from someone else.如果有任何疑问，是投在上面，它们可能最终购买由别人。

Let’s say you run a retail outlet.让我们说你运行一个零售商店。 Imagine how your customers would feel if there was an irate customer at the service desk shouting or yelling out about the poor service/product he/she got.想想您的客户会觉得如果有一个愤怒的顾客在服务台或大喊大叫，喊了约穷人的服务/产品，他/她了。 What will they think?他们会怎样想呢？ As a business, damage control is vital to keeping your good name, even if you’ve made an honest mistake.作为一个企业，损害控制是非常重要的保存好您的姓名，即使你所做的一个诚实的错误。 Some people don’t forget easily and carry the chip on their shoulder long after the incident is over.有些人不要忘记，很容易进行芯片对他们的肩膀，只要事件发生后，已经结束。 Bad word of mouth spreads much faster than good word of mouth, and that’sa nuance of human nature.坏的口碑相传传播速度远远超过良好的口碑相传， that'sa细微的人性。

A high profile target of bad publicity is President George W Bush.高姿态的目标， 坏的宣传是美国总统布什。 A search for the term “failure” yields the his white house biography.一搜索“失败”出他在白宫的传记。

LogoWorks, a leading online logo provider, encountered bad press online from discussions about how they copied Delta’s logo and sold it cheap to its customers. logoworks ，领先的在线标识供应商，遇到坏新闻在线讨论他们如何复制三角洲的徽标和出售廉价向它的客户。 While it was an honest mistake from the point-of-view of the owner, the damage was done.虽然这是一个诚实的错误，从点的-鉴于业主，损害工作要做。 Sales plummeted because the discussion was picked up by Google and ranked alongside their site in the top ten results.销售额大幅下滑，因为讨论的回升，由Google和排名并肩他们的网站在十大的结果。

Home Depot, the home improvement store, had to deal with an unhappy customer who created a site called homedepotsucks.com. Home Depot的，民政改善商店，已处理1不满的客户谁创建了一个网站的所谓homedepotsucks.com 。 The site no longer ranks but you can bet it hurt sales while the negative publicity was clearly visible in the top ten rankings early for several months starting last year.该网站不再队伍，但你可以打赌，它伤害了销售的同时，负面宣传是清晰可见，在十大排名早数个月，去年开始。 People who buy their goods from Home Depot will surf over to see what is on that site just out of curiousity.人谁买他们的货物从Home Depot的将超过冲浪，看看有什么是在该网站上只是出于curiousity 。 Home Depot learned its lesson and appears to have registered homedepot-sucks.com. Home Depot的吸取了教训，并似乎已登记homedepot - sucks.com 。

In a more recent example, Paypal is currently the target of bad publicity.在一个较为最近的例子，贝宝是目前的目标坏的宣传。 Just type in “ Paypal ” and paypalsucks.com is ranked #2!只需键入在“ 贝宝 ”和paypalsucks.com排名＃ 2 ！ Not a good start if you’re trying to earn trust from new merchants.没有一个良好的开端，如果您想要赚取信任的新商人。

Just to see how rampant this behavior really is, if you use the Google operator inurl by entering “ inurl:sucks.com ” without the quotes in Google, you’ll see that there are about 36,000 sites with the word sucks in the url.只是，看看如何猖獗，这种行为实在是，如果你使用Google的经营者在[ inurl进入放置“ inurl ： sucks.com ”不带引号在Google ，您会看到有大约36000网站与Word sucks为在URL中。 Just previewing the first 100 sites alone reveals companies like Paypal, Disney, Target, Ford, Compass Bank and even Bill O’Rielly have the word sucks after it.只是预览第一100个网站，仅揭示了公司一样，贝宝，迪斯尼，目标，福特，指南针，银行，甚至条例草案o'rielly有字sucks为后。

We wonder what the true motives of setting up such sites are: whether it is for public service, or to slander the company, or simply to make money off of it.我们不知道什么真正的动机，成立这样的网站是：无论是公共服务，或诽谤公司，或干脆去赚钱起飞。 Whatever their motives are, these sites exist and their appearance must be dealt with if the company is adversely affected by it.不管其动机是，这些网站的存在和他们的外观，必须加以处理，如果该公司是不利的影响。

The cheap way is preventative management.廉价的方法是预防性的管理。 Before anyone can register yourdomain-sucks.com or yourdomainsucks.com, you do it first.之前，任何人都可以注册yourdomain - sucks.com或yourdomainsucks.com ，你这样做第一。 Sure, you’ll have to put up the cost of the domain registration but the domain remains forever unavailable as long as you own it.当然，您要忍受成本的网域注册域名，但仍然是永远无法使用，只要你拥有它。 Also take into consideration variants on a domain like home-depot.com.也考虑变种在域一样，在家depot.com 。

Once the problem arises, however, it could prove to be an expensive and/or tedious task to have those results removed or pushed down by complimentary results of your other business units or supplier/customer sites.一旦出现问题，但是，它可以证明是一种昂贵的和/或繁琐的任务有这些结果，删除或被推下，由互补的结果，您的其他业务单位或供应商/客户的网站。 It could also be costly to have an attorney send cease and desist letters to the owner.它也可能代价高昂，有一个律政司发出停止和信件的所有者。 You might even have to resort to buying the domain for a hefty price (maybe that’s what they wanted to accomplish in the first place).你甚至可能诉诸购买网域为高昂的代价（也许这就是他们想要的东西，以完成摆在首位） 。

Catherine Seda discusses Using Search for Public Relations & Reputation Management at Search Engine Watch.凯瑟琳seda讨论了使用搜索公共关系及声誉管理 ，在搜索引擎观察。 She brings up another example of reputation management that must be handled promptly and effectively or it could turn into a public relations nightmare.她带来了另一个例子，声誉管理，必须处理的及时和有效地或它可以变成一个公共关系的噩梦。 In this case, the target is Walmart.在这种情况下，目标是在沃尔玛。 She also advocates a proactive approach in branding and online reputation management through outlets like PR which has helped companies like Southwest Airlines and Verizon Wireless.她还主张积极主动的态度，在品牌和在线声誉管理，通过店铺一样，公关，从而有助于公司一样，西南航空公司和Verizon Wireless 。