An article by PR Sara Evans got me thinking about the need for vigilance in protecting your online brand-- a new product she was researching already had an imposter site.  This incident is a good reminder that social media is a world of limitless possibilities, both positive and negative.

Social media sites such as Twitter and Facebook can be an affordable way to connect with customers and tell the story of your organization in an engaging, interactive format.  However, they also afford opportunities for brandjacking, or unauthorized users creating sites in your name, and give dissatisfied customers an almost unlimited audience for complaints. 

In social media, it doesn’t pay to put off tomorrow what your competitor or detractor may be ready to do today.  With one click, http://namechk.com/ lets you find out if your preferred username is available on more than 100+ sites.  If it is, there is no time like the present to launch pages on the sites that are relevant to your marketing strategy and take control of company image. 

Not sure where to get started?  Our “Chamber 2.0” page has links to helpful how-to tips, as well as a video on social media for business.  Even if you are not ready to start twittering away, create a page and begin “listening” to what is being said in your industry or by your target audience.  Before you know it, you will be ready to jump in and be a part of the conversation!   

And, since what you don’t know definitely can hurt you online, monitor what is being said about your company.  Luckily, it can be as easy as setting a few key words in Google Alerts and receiving email updates every time your organization is mentioned online.  This provides an opportunity to engage in the conversation about your brand, build relationships with a broader audience and respond to negative perceptions.  Of course, avoid the temptation to get dragged into any "he said, she said" arguments, and realize that sometimes, criticism is valid, and needs to be honestly addressed. 

Here’s a list of the top 15 free brand monitoring services to make guarding your brand hassle-free.