Ethics Denial By Online Reputation Management Firm Reputation 24/7

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A BUSINESSMAN today urged companies with squeaky-clean profiles to consider hiring online web experts to safeguard their reputation in cyberspace.

Or if one order in a thousand doesn't go smoothly and somebody posts negative comments on the web, then a company's future is jeopardised and jobs are at risk.

The appeal by Nathan Barker, who runs Reputation 24/7, came amid a growing debate over whether the practice of burying bad publicity and minimising the exposure of negative blog and forum comments was ethical.

Reputation management experts use internet monitoring technology and other techniques to help firms improve their online profiles by hiding damaging stories and promoting positive headlines.

Some critics have hit out at the practice and claim it is simply a manipulation of search engine results.

But Nathan said all companies should seriously think about the increasing phenomenon of online reputation management services and not just firms hit by negative publicity.

He said: “I want to allay the opinion that only ‘bad’ businesses need reputation management. This clearly is not the case.

“All it takes is for one disgruntled ex-employee to post malicious comments on a blog or an internet forum about a perfectly good business. Bad news travels very quickly on the web. That business is suddenly at risk because the internet has no fact-checking ability and all because of someone who has an axe to grind.

“Or if one order in a thousand doesn’t go smoothly and somebody posts negative comments on the web, then a company’s future is jeopardised and jobs are at risk.”

A growing number of companies, especially from abroad, are tapping into the online skills of British website experts in reputation management. Firms like Reputation 24/7 use their in-depth understanding of search engines and how they work to make sure only the results that clients want are shown when people search for their name, business name or brand.

They achieve this by a combination of technical skills and by using creative public relations and content writers.

And Nathan, founder of Liverpool-based Reputation 24/7, defended the practice in the face of cries of “manipulation” from critics.

He added: “It is no big secret that online chit-chat can make or break a company’s reputation. Online reputation management is a bit like cleaning your car before selling it.

“It is totally ethical and is a new twist on marketing. For web-savvy companies I’m confident it will become part and parcel of their marketing and brand campaigns.”

For more information about Reputation 24/7 visit the company’s website at or call 0151 244 5419.

Editor’s Note: For more information contact Nathan Barker at Reputation 24/7 on 0151 244 5419.

Reputation 24/7 is a Liverpool-based online reputation management consultancy founded by Nathan Barker. Nathan and his team have a background in technology, SEO, copywriting and public relations. Nathan worked in SEO for several years and launched Reputation 24/7 following the unexpected publishing of newspaper articles about one of his clients. Reputation 24/7’s clients include many PLC companies.


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