A true story about what can happen if you don’t monitor your brand

Some PR advice I give is to regularly monitor the Internet to see what’s being said about your company and key principals. Considering the speed with which information spreads online, brand reputations are built or harmed in real-time these days. So, I tell clients to set up a Google Alert and search social media networks to keep a finger on the pulse of what’s being said about them.

Fortunately, I follow my own advice. Thanks to a Google Alert I set up, I discovered someone was using my father’s name, without permission, as the name of their blog.

For many years, my dad, Gib Shanley, was the radio voice of the Cleveland Browns and a TV sportscaster. I set up a Google Alert a long time ago so that I’d get an e-mail notification whenever his name appears in online news or blogs. I was recently surprised by an alert I received about a “Gib Shanley Store” – since my father passed away in April 2008. I checked out the site and discovered it was a blog that featured reviews about Garmin watches and audio speakers, with the name “Gib Shanley Store” prominently displayed in nice big type.

After checking with family members, it became clear someone was using my dad’s name – perhaps to get high search rankings and traffic…although I can’t say for sure because whoever it was never responded to my inquiries.

I posted a comment to the blog letting the person behind it know he or she didn’t have permission to use the name and that doing so is illegal. I included this link and told them to remove the name immediately. Whoever it was (no identity was given on the blog) wisely complied, because I would have taken legal action.

Had I not been monitoring online mentions of my dad, I would have never known…and this could have been a site about something much worse than watches and speakers.

When it comes to brand reputation, what you don’t know can hurt you. Keep an eye on yours.

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