In the last several months, it has been revealed that Monsanto has a strategy for dealing with its online reputation. The strategy involves paying people to say positive things about Monsanto, defend Monsanto, and take issue with anyone who might be attacking Monsanto. Monsanto is just one company to be caught doing this.
An employee of the company inadvertently admitted to the practice some months ago, and in the meantime, no major Monsanto force has come forward to deny the claims. This means that Monsanto has Internet trolls who stalk doctors and anyone who might come out against Monsanto and they troll them. On anything, to discredit them, not just on the things that affect Monsanto.
Other companies have been caught paying trolls and bloggers to go online and defend their image. It is unknown whether such tactics have had an overwhelmingly positive or negative impact on the reach of the brands who’ve employed them.
What is known is that a quick search of the job boards will yield several positions that relate to brand management online. These positions could very well be about trolling against negativity toward a brand or company. If it were so, and if it weren’t apparent, it could potentially be illegal down the line if not already.
Companies operating in today’s climate have totally new realities to deal with, such as forums that discuss their behavior and worthiness. To compete in these new conditions, companies must find ways to keep customers happy at a whole new level.
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