Once upon a time, businesses could have a public face that was significantly different to its private face. A business could present a welcoming, supportive, family-oriented image to the public, and in private be a manipulative, grasping bad guy. Today, with the availability of information all over the net and the willingness of disgruntled employees to speak out, that’s no longer possible.

The internet makes it all too easy for your private matters to be aired in public. Word of mouth travels more easily than ever before. Customers no longer have to rely on professional reviews to see if a product works, and can post their own review when they have something to say. Potential clients can question your business methods, and have competitors or associates reveal your secrets in forums. Your business image is no longer something that’s under your control. It’s decided by the masses.

Some big businesses still attempt to keep their private and public faces separate, with some success. There have been various public denunciations of major corporations in the last decade which have had little impact on the business image of those corporations. Take a certain well-known fast food company for example, which was first challenged by its stand in a libel case and then soundly trounced by a documentary questioning the health of its food. The company made a few changes after these events, but in general its public image did not falter. The maintenance of a good public face in this case was due to a lot of real-world clout, something which not all businesses have.

Not all big businesses have the ability to overcome challenges. The US superstore giant Wal Mart is a good example. The company’s image was of a supporter of the underdog. It famously supported work for the elderly and disabled, and helped low-income families by featuring lots of products at low prices. The advent of the internet has challenged that, as disgruntled suppliers and employees have found a very public forum to air their grievances. Wal Mart also made mistakes of its own by funding a supposedly unconnected blog which caused a ‘pay for post’ scandal. The company’s image is now decidedly stained.

The internet is one big public forum, and it’s important to remember who’s in control: everyone. Lots of companies are stuck in the real-world methodology of using advertising to sway their markets, but this has less effect on the net. In an environment where the masses have control, you need to appeal to the masses. Your best chance for connection is to build solid relationships with people all over the net, and your search engine optimisation can be useful for this. You can discuss this with us at SEO Consult.

When conducting your off-page SEO, remember to incorporate your public and personal faces. Approach people honestly, with your business goals in mind but also with a respect for their interests. Don’t try to separate your business from your business image, as it could backfire drastically.

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