by Christian Brucculeri
In today’s digital marketplace, I am always fascinated when I see major brands that do not pay close attention to their organic search results. A quick Google search of IAMS pet food gives the following results:
This is not an attempt to criticize P&G, an incredible company with a huge portfolio of great brands (there are a number of other brands and companies for whom this example is relevant); but I can’t help but wonder if anyone at P&G is monitoring their brands’ organic search presence.
The results above are the story that consumers are told when they search for Iams. Right or wrong, justified or not, responsibility falls on the brand to address, or at least be a part of this conversation. The biggest problem with the story above is that its only one side of the story. Where is the response from Iams? Inaction in social media is the same as responding to a journalist with “no comment”; it leaves you at the mercy of those who chose to publish and make heard their views.
Organic search results matter more now than ever. With consumer Tweets, blog posts, message board comments and other social conversations showing up in search results, effectively protecting and promoting a brand’s reputation online is becoming a minefield of micro-interactions.
There are a number of ways to monitor and optimize your search presence to protect your brand value; the best of which involves giving your best customers a platform to express their affinity for your product. Regardless of what your social media strategy is, not having one is no longer an option.