We are all familiar with the way in which a positive or negative review posted online can make a significant impact to your business. Potential visitors are likely to rely on reviews they read on TripAdvisor and other websites and social media platforms before they book. Likewise, residential park residents can easily share positive and negative stories online. It has long been  the case that a business’ reputation is their greatest asset, but now the power of the web can sometimes seem unfairly stacked against the business owner. It is easy to feel powerless, but crucially there are steps you can take to protect your reputation online.

Protect your business name

Any business wanting to control their online reputation should in the first instance, ensure that the name of their holiday park, hotel etc. is registered as a trade mark.

Many businesses assume that because they have been trading or have a registered company name that they do not need to do this. However, the way the law works means that trade mark registrations take priority over company name registrations, trading history and domain names etc. If you want to control how third parties use your brand online, a trade mark registration is the first essential ingredient.

Managing on-line reputation

A challenge that many businesses face is how to manage their reputation online. To do this effectively it is crucial to find out quickly what is being said about your business, so that you can take action quickly if you spot any negative or misleading comments.

Examples of the kind of situation when action that can be taken include if social media comments, blog posts or website content constitute a trade mark infringement, false review or defamatory statement.

Many businesses feel powerless in the face of negative defamatory reviews and even sometimes false reviews (e.g. if posted by competitors) and allow them to stay online because they do not know the options available to them, such as to have such content removed. Because this was something that many of our clients were finding challenging, we have launched a new service called Eye Online.

Eye Online is used by businesses, who not only are looking to take enforcement action against those who may have unfairly damaged their reputation, but also by marketing teams to ensure that their online marketing presence is carefully managed.

Eye Online, a sophisticated service which incorporates software as a service tool, monitors the web, highlighting traffic about your brand and analysing and categorising it according to sentiment and other criteria. The system can also be set up to flag whenever,or example, a user says something negative with a message to notify you and us, so that action can be taken.

We are all familiar with the way in which a positive or negative review posted online can make a significant impact to your business. Potential visitors are likely to rely on reviews they read on TripAdvisor and other websites and social media platforms before they book. Likewise, residential park residents can easily share positive and negative stories online. It has long been  the case that a business’ reputation is their greatest asset, but now the power of the web can sometimes seem unfairly stacked against the business owner. It is easy to feel powerless, but crucially there are steps you can take to protect your reputation online.

Protect your business name

Any business wanting to control their online reputation should in the first instance, ensure that the name of their holiday park, hotel etc. is registered as a trade mark.

Many businesses assume that because they have been trading or have a registered company name that they do not need to do this. However, the way the law works means that trade mark registrations take priority over company name registrations, trading history and domain names etc. If you want to control how third parties use your brand online, a trade mark registration is the first essential ingredient.

Managing on-line reputation

A challenge that many businesses face is how to manage their reputation online. To do this effectively it is crucial to find out quickly what is being said about your business, so that you can take action quickly if you spot any negative or misleading comments.

Examples of the kind of situation when action that can be taken include if social media comments, blog posts or website content constitute a trade mark infringement, false review or defamatory statement.

Many businesses feel powerless in the face of negative defamatory reviews and even sometimes false reviews (e.g. if posted by competitors) and allow them to stay online because they do not know the options available to them, such as to have such content removed. Because this was something that many of our clients were finding challenging, we have launched a new service called Eye Online.

Eye Online is used by businesses, who not only are looking to take enforcement action against those who may have unfairly damaged their reputation, but also by marketing teams to ensure that their online marketing presence is carefully managed.

Another issue which has increased in recent years is when someone sets up fake social media accounts to unfairly put down a business. The Eye Online tool is able to investigate these situations and has had good success in identifying the individuals behind these sham accounts.

Trade mark registrations and the Eye Online tool can help to significantly re-balance a position between the businesses and the seemingly anonymous users who post damaging  statements.

If you would like to talk about how our intellectual property and IT team can help to manage your online reputation across TripAdvisor and other platforms, then please feel free to contact the team on 01392 210700 or email parks@stephens-scown.co.uk