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Replying to Emails without Tarnishing Your Reputation

Email marketing is widely popular amongst many businesses; this form of marketing can be used either by a corporation such as Amazon or even a small diner where they send you birthday coupons after signing up for online newsletters. This has transformed the consumer landscape as well. Many customers have realized it is much easier to express their complaint through emails rather than to wait in line for about thirty minutes. The interesting thing is that going to the physical store and waiting in line has always served as a nuisance to most people but with emailing, more people are inclined to send their complaints. Now businesses are faced with training their employees on how to respond to those complaints because it’s extremely difficult when it comes to communicating with clients over emails since body language is removed from the equation. Also, many companies still don’t know how to respond to angry emails without ruining their online reputation but there are a few things to consider when replying to an angry customer.

Go Away

One of the best ways to react to an angry email is by simply walking away. Many employees tend to say things in the heat of the moment without thinking it through and this can backfire by affecting their name and the company name. It’s always best to walk away and come back to the email when you calmed down.

It’s Not About You

In most cases, employees who are tasked to responding to customer service emails take them personally and that is the number one mistake; you shouldn’t because it most likely wasn’t you why the product or service wasn’t working well. Remember, you are there to fix their issues and yes the customer will express themselves accordingly but you need to remember to focus on their problem and not your own emotions.

Enter the Sender’s Email Last

Never be in a hurry to reply to an email. The best thing to do is always type up the body of the email and read it afterwards to notice if this email would be a mistake.

Repaint the Person

When dealing with an extremely rude and profane person will likely leave you in a bad mood. Best way to shake this feeling off is by imagining that your friend or relative wrote this email. You’ll most likely be confused and will naturally want to figure out what’s the issue.

Reply to What they Need

It can be quite tempting to retaliate by insulting their grammar or syntax; however, this will only escalate the issue even further and risk your reputation. You need to ignore the emotional construct the person wrote their email and focus on the main issue at hand.

Keep out the Absolutes

It’s beneficial to not use words such as ‘definitely’ or ‘never’ since it will only weaken your reply because there is no such thing as absolutes. This will only serve as a catalyst for another problem in the near future.

Use the Luxury of Time

If you have the time to reply later, it is highly recommended. Always take advantage of the time because if you received an angry email, take time to think on it and then come back in order to reply with a clear head.

Your online reputation can be incinerated in an instant because of a simple email. Do not jeopardize the years of growth the company had to endure for a silly old email. Follow these tips on how to respond to an email and this will probably prevent you from making a silly mistake that can tarnish your reputation.

Ashley Madison Scandal – A Year Later

As of today, it has been a little over a year since one of the most infamous websites, Ashley Madison, was hacked. The hack was performed by Anonymous and the names of the members were released which caused major personal damages throughout the country. Many high-profile figures had their reputation ruined, along with regular individuals who used the site. Taking a look at this hacking scandal can illustrate any major changes that occurred to the web and how people view their online privacy.

The Ashley Madison site had over thirty-six million members when it was popular and its extremely difficult to know how many individuals were affected. There was a huge spike in divorces and reputations were destroyed until Profile Defenders came to help these victims. Profile Defenders successfully deleted or removed personal information for Ashley Madison victims.

The biggest victim of this attack is Ashely Madison itself. This website operated in the dark but it didn’t fair well when it was the topic of conversation. Even though it was heavily advertised, the name Ashley Madison were spread through word of mouth. The website is still active; however, it’s not how it once was. After the attack, the website was met with so much resentment and anger. The site had a huge loss of revenue and after a few months, the website has already lost 25% of it’s clients as well as it’s reputation for helping married individuals to have a discrete affair. The business tried to rebrand itself by focusing on discrete encounters versus extra marital affairs. They still had to face a half a billion dollar lawsuit and the financial situation only became worse. The organization was trying to stand tall right after the hack but everyone and the company knew they were done.

Many of the customers were encountered with personal issues at home after the attack, but others sought help from reputation management services to make sure this didn’t affect their future. Profile Defenders are the company that has been helping the most of these victims after the attack. They were efficient at removing their incriminating information from the net. Profile Defenders work didn’t just help it’s own customers, it showed that other online reputation management services is needed for an individual who places importance on privacy. This illustrates a difference in people who decided to take action instead of those who do not. Even though there is a lot of time for those individuals to fix their reputation, it’s only possible for people who take swift action that can fully recover from a massive attack such as this. Profile Defenders have built software programs that can actively protect their clients from situations where even their information was leaked, they would still remain safe.

A year later and many lives have changed. The site is still operational but it’ll never be as popular as it was before the attack. However, the biggest change is how clients view the importance on online data security.

Fake DMCA Reports, Websites, Perjury Committed by Reputation Management Firms

Many Organizations and individuals have begun seeking services from reputation management firms to help elevate their names or websites on search engines. However, there are many who offer services for suppressing or removing any negative results. This industry is completely legal but when reputation management companies start to file fake DMCA reports in order to remove legitimate content, that is downright fraud.

What are DMCA’s? It stands for Digital Millennium Copyright Act and essentially this allows organizations or individuals to remove any unauthorized content from the web by sending a notice to the infringing party. There is a trend where reputation management firms are filing for DMCA in order to remove legitimate content where there are no violations of copyright issues of any kind. A good portion of those fraudulent DMCA’s were made after the content was released online. There are legitimate services where they help take down unauthorized content but what these fraudulent firms are doing is practically a crime.

Web activism is an anonymous group online who help investigate fake DMCA’s in order to protect the removal of real content. In April 2016, Tim at Techdirt revealed fake DMCA notices that were used to attempt at taking down a legitimate news source and their content. Tim stated that reputation firms risk civil damages when executing a fake DMCA since the payout is far higher than the risk. If they somehow get caught, they would simply settle matters with the actual copyright owner quite easily.

The way reputation management firms have changed over the years, the harmful ones, they create dozens of fake sites and blogs; they commit identity theft, impersonation and perjury. On a single client, they can make $3000.00 up to $10,000.00. The shocking thing is that this has been going on undetected for a long time.

Web activism started their hunt after encountering their own problem when they posted a news video on YouTube about a sexual assault charge on Sheikh Saud Bin Saqr Al Qasimi. Within days of uploading the video, the Sheikh’s reputation agency used a fake DMCA to get them to take down the video (didn’t know it was a fake at the time). They always wondered how an Indian from Delhi who claims copyright for an interview recorded in Minnesota. One of their friends who’ve gone through a similar case, found out the DMCA was a fake. Then it took web activism about a month to fully comprehend the reputation industry, especially the unethical organizations.

Web activism spent many of their days searching and analyzing DMCA reports to spot the fake one’s and what they found just baffled them. They have found a little over 5000 fake DMCA reports and started to investigate them. Web activism starts to investigate and gather substantial evidence and then they pass on the material to prosecutors, judges and even Google to pursue in order to shut down these crooked reputation firms.

Warren Buffet Thinks Reputation is Invaluable and He’s Right

Warren Buffet is a world renowned investor; he is the chairman and CEO of Berkshire Hathaway who is valued at sixty-six billion dollars. How does someone like Warren Buffet maintain his streak of successful endeavours; the answer is quite simple, reputation management. This is one of Berkshire Hathaway’s most prized asset; it may be intangible but powerful nonetheless.

Researchers have discovered that a solid name built by reputation management can have a real monetary value. A few studies demonstrate that a well known reputation can in fact replace a line of credit. Warren Buffet is aware of this and he would gladly pay a premium for a good reputation. He doesn’t only pay more for businesses with more integrity, he is also willing to pay to maintain or increase his own name.

It was in 1972 when Warren Buffet was interested in a company called Wesco. During the time, Wesco almost purchased another company but Buffet stated that the price was too high. Eventually the CEO of Wesco pulled out of the Merger and cleared a path for Berkshire to takeover but the way it was done was unprecedented. Wesco’s price fell to $11.00 a share, which was normal according to the circumstances. That price was a steal for anyone to purchase but Warren Buffet thought it wouldn’t be fair to purchase Wesco at this price since he was the cause for Wesco’s drop in stock price. He decided to purchase Wesco at $15.00 a share. The entire business world and the SEC were confused to what Buffet had done. The question that was raised is, “why would anyone in business pay more than the valued or asking amount?” Warren Buffet explained how this helps to build integrity for both sides of the transaction. The premium he payed has an economic value since integrity helps to build a good reputation in various dealings with other companies. At the time, many people within the industry didn’t understand Buffet’s strategy but as time went on and how Berkshire continued to grow, people finally started to comprehend his Wesco purchase strategy.

The name he created for Berkshire Hathaway is the reason why entrepreneurs seek out investments from them and this leads to more prospects for Berkshire. The integrity is what gives them the advantage when they are in a bidding war. They are able to purchase a company at a lower price than the rival bidder(s). This was proved with the acquisition of RC Wiley, a home furnishing company in 1995. The rival bidders were offering $200 million for the entire company but RC Wiley sold it to Berkshire Hathaway for $175 million. RC Wiley technically paid $25 million to be acquired by Berkshire Hathaway. This is how powerful a good name can be, it can force other companies to take a financial hit.

Reputation is the single greatest tool that anyone can easily overlook. A good name can lead to a company wide culture of trust, loyalty, and admiration but companies and entrepreneurs can easily destroy their name. That is truly the scariest factor about reputation, it can take you years to build a solid name but only seconds to destroy it. Warren Buffet is strong but a fair person and he’s said, “lose money for the firm, and I will be understanding. Lose a shred of reputation for the firm, and I will be ruthless.”

9 Ways Pokemon Go Can Boost Your Business Reputation

As many witnessed in the past week, Pokemon Go has become a huge phenomenon that is sweeping the globe. A good portion of the users are men and women who grew up with Pokemon when they first came to the North American market in the late nineties. This age group is 25 to 30 and there are still plenty of children who got into the later generations of Pokemon. On top of that, there are still quite a number of people playing Pokemon Go who never took part in any Pokemon games.

This is a game for smart phones that allows people to catch Pokemon by navigating their own cities. This game utilizes GPS (for players location) and camera on the phone (to place the image of the Pokemon in the real world; augmented reality) where they have to swipe the poke balls towards the Pokemon in order to catch them. This has successfully led children and adults to going outside and getting exercise.

This is a game that can possibly change the mobile gaming landscape and is quite important to keep oneself up to date on any new forms of technology or trends to better reach out to customers. For the longest time, many companies worldwide have started to advertise on social media by either paying to place their add on the side or by simply posting their own videos on pages they created to communicate with their followers. However, Pokemon Go has shown a huge spike in activity and it has greatly surpassed Twitter and Facebook for daily use; which it still continues to grow. This is an opportunity for businesses to capitalize on the Pokemon craze by applying some of the 9 ways Pokemon Go can help the reputation of your business.

1) Understanding the lingo

Business owners should learn the main concept of Pokemon and more in order to reach out to this particular crowd later on. Sometimes knowing a specific Pokemon and carrying a conversation about it can make a huge difference when it comes to attracting a customer.

2) Knowledge of Poke stops near your business

In the real world, players will be stampeding around Poke stops or spots filled with Pokemon around the city. Within the game, Poke stops are blue cubes where you can get items which are located based off a real world map. For example, a local park can be a Poke stop. If there is a Poke stop located close to your business, you are in luck because this is an amazing way to lure customers to your store to spend time looking for Pokemon.

3) Post screenshots of Pokemon discovered in your store

If you do have a Pokemon Go account, its an easy way to post pictures of Pokemon found in your store which can attract people to come and try to catch rare or different Pokemon. Also, taking a picture of a Pokemon that appeared in store next to a product is easy and cheap advertising. There is a good chance customers or random visitors who came to catch Pokemon will take pictures in your store and post it on social media.

4) Reminding customers you have wifi and outlets

This is an easy way of getting customers to come into your business or restaurant to charge their phone and use your wifi since the game tends to drain the battery and use data. This way they can recharge in your store and create more traffic to your store which can lead to more sales. Especially if it’s a restaurant or coffee shop.

5) Have promotions with names that correspond with Pokemon Go

If a business were to use a Pokemon theme for selling promotions, this can attract a wide variety of customers to the business. Even if there are no promotions, if you use the Pokemon Go lingo to demonstrate your awareness, it’ll go along way with your customers.

6) Use in game Pokemon Lures at Poke stops near your business

A lure is an item that you attach to a Poke stop that functions as bait for Pokemon. If your business is close to a Poke stop, by placing a lure there, you will create lots of traffic to or around your business. If you don’t have a lure, you can always buy a lure for one dollar which would be an investment for the business.

7) Use Pokemon images to advertise on your sidewalk marketing

There are tons of ways to catering to Pokemon Go players and one efficient way is by letting them know they are welcome to the store with simple pictures that represent the Pokemon franchise on posters or chalk boards for sidewalk marketing.

8) Cater to a team and Rotate

Within the game, there are three teams or guilds a player can join when they reach level five (Valour, Mystic or Instinct). Players have demonstrated strong levels of loyalty to their teams and by simply catering to each of the teams can definitely benefit the business. The most important thing they should remember is to rotate which teams they are catering towards either on a daily or weekly basis.

9) Pokemon Gyms

Pokemon gyms are places where they battle with their Pokemon and gain in-game gold by holding onto the gym as long as possible. With a possibility of having three guilds who are all battling for a position at the gym, this will attract hordes of players toward your business and it’ll be even better if your business is the location for the gym.

This is a huge phenomenon that gained traction over night and people are still learning how to adapt to it; which makes it the best time to get ahead by downloading the app and learning firsthand what this game is precisely about. This is one easy way of focusing on reputation management for the business and this includes the acceptance and possibly some rewards for Pokemon Go players who will want to support your business. This is not your average mobile game, it’s a phenomenon that is reaching out to people on so many levels. Pokemon is brotherhood to many; where loyalty is what matters most in any fellowship.

Mobile vs. PC

This might be a surprise for people who don’t use many smart devices but people are using their smartphones more than they use their laptops or PC’s. A survey was conducted in United States by Local Search Association (LSA) and Thrive Analytics with 2,147 samples. LSA stated that active mobile users shop excessively and about 60% of adults conduct their product research on their smartphones.

LSA also stated that about 70% of about 18 trillion dollars US GDP comes from consumer spending which occurs within 20 miles of their home or work. In 2014, $300 million of that is e-commerce (a little behind offline shopping). LSA said, “40% of consumers use desktop PC or laptop when looking for local information online, a nine percent decrease from 2014.”

Mobile fanatics or in other words, active users are a new and growing consumer sector. Active users are constantly shopping and seeking products whether they’re at home, work or a hockey game. Smartphones or any other portable devices make it extremely easy to access websites such as Amazon, eBay, or any business related website that uses e-commerce.

LSA states that they need to not only understand why active users need to shop but what and what to purchase. The underlying question they need to answer is; what is relevant to mobile fanatics? LSA found that PC’s and laptops are and will be crucial for e-commerce and the mobile era has not reached the tipping point; however, they are making major changes in how and what people use to search information about companies and consumer products.

The evidence suggests that mobile users are extremely dependent on their devices and this dependency only continues to grow whether they need to constantly text or shop, it has become a part of their lifestyle.

The LSA study discovered the following:

1- 52% of Smartphone users search for information either in their car or on the go

2- 90% of all users have at some point used their device while shopping; 54% of these users searched for deals while 51% used their devices to compare prices with other retailers

3- 45% of active users utilize the store apps to seek info on certain products or sales while they’re in the store

Consumers today tend to cycle online and offline information regarding companies, products or services from A to Z of the purchasing process. This is the era that marketers can flourish by simply knowing and deciding which content they can use to affect a consumer’s decision regarding the time they spend on mobile devices.

Major companies must realize that in order to succeed in today’s market; they will have to utilize online reputation management and marketing on mobile devices. Weber Shandwick stated, 83% of consumers admit online reviews play a pivotal role when it comes to making a purchase decision and 81% of consumers state online search results can affect their thoughts about a company. Retail firms need to focus on their reputation online in order to attract a potential customer in an extremely competitive online market.

Revenge Porn Mogul

Revenge Porn, Scott Breitenstein

Scott Breitenstein has an extremely negative reputation and has been called “internet terrorist” as well as “the worst man on the internet.” His legacy has ruined lives, destroyed relationships and shattered reputations. Scott has been subject to many lawsuits, court orders and pursued by Homeland Security because he hosted a “revenge porn” website. This site was a place for disgruntled exes to post nude photos or videos online as a way of getting back at them for cheating. In order to fully understand Scott, we need to backtrack to when he got into the hosting industry.

Scott came across a site called ComplaintsBureau.com in around 2005. He went to the site to complain about being scammed by an e-commerce website selling flat screen TV’s. After a week has gone by since he made his post, the TV seller website was taken down. He found himself happy that a complaint made a difference, even though he didn’t get back his money; the idea that he was able to prevent it from happening to someone else made him content with the situation. This caused him to contact the owner of ComplaintsBureau.com and asked if he can buy the site. Scott was an electrician and plumber who played around in web design; he taught himself how to use HTML and PHP to restructure the website. He was set on creating a site where anyone can blow the whistle on predatory businesses for scamming or ripping customers off.

Scott’s site was a very simple and plain website; however, it had a great search engine optimization compared to other similar sites. This is the reason why ComplaintsBureau’s posts were number one on Google search results for those businesses searched. Many times when customers were looking for that particular business, they would come in contract with ComplaintsBureau post with a negative comment about that business and the customer would never end up going to the designated website. This site was designed to put bad businesses to sleep and Scott was proud.

Several years later, ComplaintsBureau noticed a user who posted nude photos of his cheating ex-girlfriend. This gave Scott a new idea where he can host revenge porn on disgruntled exes. He noticed a huge surge in traffic to his website; the AdSense program by Google went up from $200.00 dollars to $1200.00. This became a thriving business and gave him the idea to start other websites such as ReportMyEx.com and CheatersRUs.com.

This business has caused him to kill his reputation as a person but more importantly, it was destroying the reputations of the victims. One girl even committed suicide after supposedly sending an email to get the photos and videos removed. Scott said that he didn’t receive the email and said he would have taken down those posts. On the other hand, he had a strict policy in terms of removing posts. His philosophy was about people posting complaints online as a way to warn others. Whether it was to warn about the terrible service at a breakfast place or a cheerleader who used men for money; Scott saw it as black and white. He wasn’t a perverted man who enjoyed these posts or felt utter sympathy. He was quite neutral about the business; he cared about the money and the users who felt they were betrayed. Due to the nature of his business, many law firms and agencies to shut down his site sought him out but he refused. According to Section 230 of the Communications Decency Act of 1996, he is allowed to host these particular sites even though it is illegal to post them. As long as he wasn’t creating and posting this content, he was protected within the law.

Eventually, he had a meeting with Annmarie Chiarini, a victim’s services director with Cyber Civil Rights Initiative and being a victim herself, who presented a video about revenge porn and how it affects women (since roughly 90% of victims are women). She described how it affected women and the social circles of these victims. Even though he technically isn’t the one posting them, he is still contributing to a corrupt system that provides sexual entertainment of non-consented people; this is still a sexual predator of a different nature. After having the meeting with Chiarini, he admitted that she was right and he probably has to shut down that segment of the website. Throughout the meeting, he didn’t argue or become defensive, he simply never saw it from that point of view. He still had the image of when he got vengeance from getting that cam of a TV website to shut down and the sense of achievement, which ultimately clouded his thought process on this specific matter. He wasn’t fuelled by perversion or malice; he was simply providing a service and had strict rules regarding his removal policy of posts. Ever since he shut down that aspect from the website, the Google Absence went down from $1200.00 to under $200.00 a month. He took a huge hit but it was the right thing to do, even though his reputation will always be regarded as the foulest person on the net.

Hillary’s Online Reputation Scandal

hillary-clinton-reputation

Reputation management has transformed the political landscape. Any politician Fifteen years ago had a tough time living with any scandal that surfaced to the public; today, that is not the case. Residents of the United States tend to keep track of the most popular candidates for any election; whether it’s George W. Bush or Barrack Obama. The best way to keep track or to gain info on the candidates are through search engines such as Google, Bing and Yahoo. Search engines make it simple to find previous political debates or advertisements; as well as any scandals the candidates have gone through. Just like the scandal Hillary Clinton has faced when she was secretary of state, there was a term coined after the scandal which was “Crooked Hillary.” This term emerged from social media and spread throughout the online community like wildfire. In search engines, if you type a word or phrase into any search engine, there are usually some suggestions and when people typed “crooked,” there was no suggestion of Hillary anywhere. It seems that Google has modified their algorithm to hide all the negative results pertaining to Hillary Clinton.

The email scandal that took place in the past have resurfaced but not to the full extent. At the time, only some of the emails have been released to the press and public  which most people were aware. However, a majority didn’t know that most of those emails were sent through AOL and Gmail servers. A spokesman for Google and Gmail refused to comment on this issue. Additionally to affecting the Google suggestions, it seems as though some Google searches about Hillary Clinton have not gained any results. All the results associated with Hillary Clinton were completely positive which favoured her. If one were to search “Hillary Clinton crime,” it would yield no real material concerning with the scandal. Reputation management has become a hidden service for politicians such as Hillary but she isn’t the only one.

Anyone can notice that Google search results for Hillary have been adjusted; however, Donald Trump is also in the same boat as Hillary. After all the racist comments and the backing of the violent supporters, none of the negative results were found for Trump. Questions have risen, asking if Google can be paid off to change the results or are they terrible at their job? Most if not all google users would agree that Google is an exceptional company that puts out amazing products and services so the likelihood of them performing poorly is rather low. The evidence is clear that search engines have been tampered in order to help political candidates and the residents of the nation will have a hard time finding any articles or news relating to any negative news. The best way for people to find dirt on political candidates is by using many different types of search engines with various other keywords. Also, many people post videos or articles on social media; especially the pages where they post news about politics and the economy. It may not have the validity as the New York Times but it is better than nothing for locating dirt on public figures.

HBO’s Silicon Valley Demonstrate Reputation Management

Reputation Management has gained quite of bit of traction over the past decade. In the early twenty-first century, public relation agents were the ones to mainly handle a company’s or an individual’s name. Today, people in front of a computer handle multiple firm’s or individuals reputation through many facets such as social media outlets or search engine results. A company’s character is extremely sensitive because it takes several years to build a solid name but it takes one bad day to tarnish its image forever. For example, Toyota used to be considered the most reliable car maker within North America but after the recalls on over ten million new models sold; they had to start from scratch in order to build their reputation back to where it was. This issue is what HBO’s show, Silicon Valley, was portraying on their latest episode.

 

The episode was portraying the pitfalls of how outsiders glimpse into any startup firms. In the eighth episode, an early investor of Pied Piper, Erlich Bachman, was hesitant on telling the CEO, Richard Hendricks, that he sold his shares of the company in order to settle his personal debts. It took Bachman about ten days after the sale was made to even have the guts to tell Hendricks. Since Pied Piper created an app that can squeeze gigantic files into a small file, the news was travelling fast. The Pied Piper had made a huge breakthrough in the tech world and any news, positive or negative, would be casted into the limelight. In the show, a PR agent tells them that this paints an extremely negative image of the company. Shareholders and other tech moguls would naturally start to think that insider trading has occurred. Within the world of business, when any shareholder dumps that amount of stock in a short period, it is presumed that they know something is wrong. In the real Silicon Valley, investors tend to help startups since they most likely have a product or service that has great potential. That is the reason why when someone sells off stock early on in the startup, it sends a terrible image to the public. Hendricks confronts Bachman and states that he needs to hold a press conference to explain the real reason for selling his stocks of the Pied Piper. Bachman retorts on how it is embarrassing because in the show, the name Bachman was compared to the word success. If Bachman were to admit to the world that he was bankrupt and sold his shares to help him get out of the gutter, he would tear apart his reputation which took years to build compared to a startup that still has great potential.

UC Davis Employs Reputation Management Firms and Backfires

Many institutions employ reputation management firms to help promote or hide events. Whether it’s a fortune 500 company or an university, when these services are needed, they do not hesitate to contact the best. Just as University of California Davis employed a company from Maryland called Nevins and Associates back in January 2013. They signed a six-month contract for $15,000 a month. It was a measure to counteract the bad publicity after the pepper spraying fiasco.

The incident occurred during a protest in November 2011 where students were against tuition fee increases. When things were getting out of “control,” a former UC Davis police officer pepper sprayed students who were simply sitting down and refusing to move out of the way. There was a video that went viral and it picked up a lot of traction nationwide where the country had its eyes on UC Davis for the pepper spray incident. The office known as Lt. John Pike was awarded $38,000 in workers compensation for experiencing such a backlash and was moved around for protection since the police union claimed he received threatening emails and text messages. He officially left the onsite campus police force in July 2012. However, UC Davis had another problem to face, which was the negative image that was scarred onto the University’s name due to the incident. This is why they sought out reputation management firms.

The first reputation management firm they employed was Nevins and Associates. However, they later employed IDMLOCO for a contract of $82,500 back in June 2014 to “design and execute a comprehensive search engine results management strategy.” There was an email that was hacked and leaked, which came from IDMLOCO to Chancellor Katehi of UC Davis. The email consisted of IDMLOCO thanking UC Davis for this opportunity. They stated that they are following a plan based on previous discussions with the school to achieve a naturally positive search results on key words relating to UC Davis and Chancellor Katehi. They further explain the phase one of the plan which will consist of a thorough analysis of search results to properly evaluate the best options to take when countering the negative results. They also stated they will perform a social media audit. In layman’s terms, they will review all existing social media accounts and seek out popular content or messages that can benefit them to reaching out to the community. When this email was released into the public, UC Davis’s reputation became stained even more than before. On top of reminding the nation how they dealt with student protestors, the university using their funds in trying to hide the events of the incident online became a deadlier negative image for the school. Many students and citizens of the nation were demanding the Chancellor to step down and own up to her mistakes instead of hiding the truth. Some were completely shocked at the idea of hiding such an incident and then comparing it to the Tiananmen Square protest that took place in 1989 in Beijing. In that particular incident, student protesters were killed my military squads yet China never tried to hide that part of history and used it to learn from their mistakes when dealing with similar circumstances in the future.