Your company reputation is on the line every time you blog

Matt Cutts has written an interesting post on the Google Sicko controversy where he has some great advice on company blogging with respect to your own and your company’s reputation.

First, some background. A googler wrote a piece on the Google Health blog (aimed at healthcare advertisers) with a negative slant about Michael Moore’s new film Sicko entitled does negative press make you Sicko. The author has since posted a statement saying it was a personal opinion rather than Google’s opinion. I quite like the tone of the retraction - and the clarification that the main thrust of the original post wasn’t intended to be a criticism of the movie but rather that an industry faced with criticism can respond through many media including online advertising.

Michael Arrington at Techcrunch, however thinks that:

...the damage has been done and egg is all over Google’s face.

Company blogging 101

Matt Cutts (Google spam-buster and often-times public face) has a take that centres on what he calls company blogging 101 where he has some very good advice. Matt’s advice will be highly useful to any company seeking to raise their profile through blogging, but some of the advice is also very good for situations when you are engaged in reputation management. In the reputation management context, the most relevant tips are:

  • Don’t criticize other companies or people
  • Don’t post when you’re angry
  • If you make a mistake, don’t clam up

Finally, on a more light-hearted note, I love Matt’s new measurement of blog interest: the “milli-iPhone”:

I’d say this Sicko controversy is only 100 milli-iPhones of blog storm

Will Critchlow

Will Critchlow

Will founded Distilled with Duncan in 2005. Since then, he has consulted with some of the world’s largest organisations and most famous websites, spoken at most major industry events and regularly appeared in local and national press. Will is part...   read more

Get blog posts via email


  1. The Sicko controversy is not de-minimus. The issues are crying for discussion and solution. The vested interests, doctors, hospitals, health insurers, drug companies and politicians are doing fine the way things are. But everyone says the system is broken. Go to for intelligent discussion of the issues and education pieces that will allow all of us to be better contributors to solutions.

    reply >
  2. Thanks for the comment Steve. I think we'd be out of our depth talking too much about the underlying issue (I don't feel qualified to talk about that given the complexity of the problem and the proposed solutions and the fact that it's all US-centric so I don't probably know the full background anyway) - our remit is more on the way that companies behave online and the implications for their reputations.

    reply >

Leave a Reply

Your email address will not be published. Required fields are marked *


You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>