Don Sorensen, Online Reputation Management Expert Offers Advice on Dealing with Negative Online Reviews

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Don Sorensen, President of Big Blue Robot, Quoted in Recent Article on How to Avoid Online Reputation Management Nightmares

Don Sorenson - online reputation management expert

Don Sorenson

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Don Sorensen, corporate online reputation management expert and president of Big Blue Robot LLC was recently interviewed by James Martin of for an article discussing how to avoid online reputation management nightmares. The article addressed how negative or unflattering online news stories can ruin a business’ reputation, and negatively impact the business’ bottom line.

“As stated in the CIO article, companies often find that the majority of their customers are very happy and satisfied with their products or services and don’t feel any need to post a positive review online,” said Sorensen, online reputation management expert and author of “Online Reputation Management: Corporate & Personal.” “However, one single dissatisfied customer who takes the time to post negative online reviews on a complaints website or other online forum may be all it takes for you to have a serious reputation management issue on your hands. These sites directly impact search engines and because of this, negative reviews are likely to show up on the first search results page.”

Sorensen was quoted in the article with advice in dealing with such a situation, citing an example of a client who had negative search results for 7 of the first 10 listed—including an unflattering video, article, forum comments and posts on consumer complaint sites.

“The client had a very satisfied client base,” says Don Sorensen. “But like any business, once in a while they had an unhappy customer who was highly vocal. Unfortunately, that negative online content was impacting sales." Sorenson worked with his client to counter act the negative search results with positive content, including YouTube videos about the company. The videos were keyword-optimized with the company's name in the video titles and descriptions.
He then worked to attract links from other websites to the YouTube clips. This helped the videos rise in search result rankings. "A YouTube channel for a company can be extremely useful for reputation management, especially when all the videos are tagged properly," commented Sorensen. “Along with YouTube, companies should also develop a strong presence on LinkedIn, Google+, Pinterest, Twitter and Facebook.”

“It took about one year to purge the entire negative content about the company from the first page of search results, but well worth the time and attention,” concluded Sorensen.
The CIO article can be viewed in full at:

Sorensen also recently finished a YouTube video on Online Reputation Management that can be viewed at

About Don Sorensen
Don Sorensen is a recognized authority on online reputation management whose expertise and insights have most recently been featured in the New York Times, and numerous other industry publications. His more than 25 years of corporate communications and marketing experience for companies including Novell, Hewlett-Packard, IBM, Intel, Netscape, Sun, AT&T, and AOL, are the foundation upon which he built Big Blue Robot, a leader in the online reputation management industry. A frequent presenter on corporate reputation management, his most recent speaking engagements include appearances at the Direct Selling Association, the National Conference on Student Assessment, and the Association of Test Publishers. His book “Online Reputation Management: Corporate & Personal” was published this year and is available through Amazon. He holds a Communications Degree from Brigham Young University and is a published academic author.

About Big Blue Robot
Founded in 2003, Big Blue Robot (, works with corporations and their executives around the world to improve, protect, repair and manage their online reputations. Big Blue Robot has developed state-of-the-art online reputation management strategies for companies doing business around the world, including USA, Germany, Canada, New Zealand, United Kingdom, United Arab Emirates, and France. During the past nine years, Big Blue Robot has helped numerous companies fix their brand reputation and online reputation problems.

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