Steps Comcast Should Take to Help its Online Reputation

Online reputation is somewhat of a buzz term these days as almost everyone is aware of its importance, but not everyone takes action to build and protect their brand reputation. The endless flow of online content (mainly due to sites like Youtube and Twitter) increases the chances of a celebrity or a brand to be effected by a bad review, an embarrassing video or any other negative press. A great example of the effect an individual can make on a brand using social media is Comcast.

A simple query on Google for the term “Comcast” yields several different types of results. As we have discussed in this blog before, Google prefers to offer varied results that include images, articles, videos and presentationsthat have to do with the search term. The number one video result conveniently positioned on the first page of Google is a YouTube video entitled “A Comcast Technician Sleeping on my Couch”.

It surprises us that Comcast who have made headlines recently when they discussed how Twitter has reformed the way they interact with customers, is either unaware of their negative online reputation or they are simply not doing anything to improve their Google CV. To make matters worse, a search for Comcast on Youtube is even more negative than a regular Google search. This is a major issue for Comcast because Youttube is an aggregator of public opinion. It uses video instead of 140 character tweets, but it is quite similar to Twitter yet Comcast is ignoring it.

What should Comcast do to improve their Google video search results?

Comcast needs to create similar presence on Youtube to the one they have on Twitter. If they opened up a channel on Youtube and started responding to some of the negative videos, they would be creating positive content that actually ranks on search engines and improves their online reputation. Other content such as funny ads Comcast created for television could also be used on this channel. Creating a channel on Youtube is free (although its maintenance isn’t), this is purely a strategy decision Comcast needs to make.