What CIOs Should Know About Online Brand Management

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July 15, 2009 - Managing corporate brands and identities online is a black art that combines Web technology savvy, a deep understanding of how search engines and social networking sites work, and an appreciation for the power of perception. Although this task doesn't typically fall on the CIO's shoulders, technology executives need to understand the issues at hand and the role they can play in helping to manage their company's brands.

Just as company executives charged the CIO's office looking for help in the 1990s with the emergence of domain squatting - setting up a Web site with a name similar to a certain company or brand, and spreading misinformation about that company, or holding the URL for ransom - upper management will no doubt look to the resident technology expert for rescue should the company's online reputation become compromised.

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