This article is worth reading in its entirety –
Basic idea: To build a very large business, you need a high lifetime value fo a customer (“high” is relative to industry, and acquisition costs) or a high virality (so your cost of acquired user goes down over time, not up, which is what happens to most businesses).
Very smart piece… succinct and good points. Worth reading and meditating on.
I. This post outlines Patrick McKenzie - a brilliant technologist and entrepreneur - how he's done such amazing things and learned so much, and why he's getting drastically underpaid and how it's his own fault. This post will be most valuable for technologists who underestimate themselves and undervalue themselves.
II. Hacker News is the best tech community on the internet, and patio11 - Patrick McKenzie - is the best contributor there. I don't even think that's controversial, I think it would be near universally agreed by the HN crowd that Patrick has made as many or more important contributions as anyone.
If you're from Hacker News, you know Patrick already. But for my readers that don't know him, let me give you a quick overview.
III. Patrick is a multi-faceted genius, and I don't throw the word genius around casually.
Patrick McKenzie is many things - he's an expatriate to Japan, he's a talented coder, tester, metrics/split-testing/analytics user, a great writer, extremely modest and helpful. He can recruit people, evaluate talent, and manage people well. He understands ROI very well and is good at purchasing advertising. He's good at customer service. Outsourcing. Automation. Coding. Ecommerce.
Online reputation management becomes vital when a potential customer searches for your company on a search engine only to find damaging information about your business on the top of the search results. Â Since almost 100% of internet searchers use the first three search engine results, a negative reflection of your company's image can take its toll on business. There are several scenarios which would cause this to happen but typically it is when someone posts a negative review on sites like RipOffReport, Yelp, Epinion or Angie's List. TheÂ predominantÂ issue regarding negative information is that instead of someone telling their friends or family, it is viewed by thousands and thousands of people. This can inflate small issues that may not have been handled properly make your organization look much worse than it actually is. With that being said, most businesses don't have any problem getting their corporate website to the number one position on Bing, Google, and Yahoo. The problem comes about when negative content dominates the rest of the SERP (Search Engine Results Page) as well. In these types of situations businesses need to administer online reputation management to salvage their good name and increase traffic and visibility of their brand in a positive light. The administration of managing your company's online reputation is not easy, it takes time and patience, but it's much better than the alternative. Try to envision the search results page as a piece of virtual real estate your company needs to acquire. It's going to take a lot of planning and time to develop your real estate. But if you don't own your real estate, it will own you.
Add multiple search results for your business pushing the negative content below the fold, or the part of the page not seen when the results are returned in your browser. There are many ways to accomplish this but the most effective way is by using social media, mini-blog posting, and press releases.
Your strategy is to push negative search results below the fold with a combination of actions.
Create and promote your company's social media profiles. There are many authoritative social networks that you can setup profiles with that will quickly show up on top of the search results page.Â This is a short list of sites I recommend that are updated several times a day.
All profiles should at least include the following details: