Today more than ever customers and prospects draw conclusions about your business based on shared "customer experiences" which are posted on a variety of web sites online.

Whether you have made the decision to actively engage in online advertising or if you're simply considering the concept, chances are someone is talking about their experience with your products, services or even your staff on a social media web site or niche forum. This content has the potential to add or detract from your businesses reputation..

An Internet forum or message board is an ongoing online discussion site where people can hold conversations in the form of posted messages. These forums differ from chat rooms in that messages are typically temporarily archived. Depending on the the access privileges of the poster messages may need to be approved before posting occurs. Each conversation on the forum is called a "thread". Depending on the forum set up, users may be anonymous or have to register with the forum in order to post messages. Typically there is no need to log-in or register to read messages posted by forum members.

Forums prefer a premise of open and free discussion and often adopt their own rules of engagement. Most common topics on forums may include questions, comparisons, polls of opinion and in some cases debates. Due to the varied responses on forums topics are typically worded in a manner that reflects someone's point of view.

A web directory or link directory is a directory online that specializes in linking to other web sites and categorizing the links within the directory. a web directory is not a search engine and does not display list of web pages based upon keywords, instead it lists web sites by category and subcategory. Most directories are fairly general in scope and list websites across a wide variety of categories. Typically there is no charge to submit to these directories, a link back to the directory is usually required and in most cases search engines will give very little weight if any to the link.

Human Edited Directories

This form of directory is created and maintained by editors who add links based on the policies specific to that directory. Human edited directories are typically targeted by SEO strategist on the basis that links form the directory (considered reputable sources) will improve rankings in the major search engines. Many human-edited directories are edited by volunteers who are often experts in particular categories. These forms of directories are sometimes criticized due to long delays in approving submissions, or for rigid organizational structures and disputes among the editors.

Bid For Position Directories

Bid for position directories, also known as bidding web directories are paid for inclusion online directories. The listings on this type of directory are ordered according to the bid amount of the the poster. These are unique web directories primarily because ranking is dependent on payment considerations. The higher the listing the more expensive, however the link to the website becomes more visible and increases the chances that visitors who browse the directory will click on the listing.

Article Directories

Article directories are websites where users submit unique articles that are categorized based on specific niches. Well written specialized content articles released for free distribution have the potential of increasing your business's credibility within a given market. In addition to increasing credibility these directories provide an opportunity for additional positive exposure as well as attracting new business.

Review sites are having more of an impact than ever before on your online reputation. These are websites where people can post messages about product experiences, business experiences and business services. Review sites are generally supported by advertising, and in some cases, comparison shopping. Some business review sites may also allow businesses to pay for special enhanced listings. It's important to note that these paid listing do not effect the reviews and listings on the site. Studies by independent research groups show that ratings and review sites influence consumer behavior. In 2007 even large corporations began to mention online reviews in television advertisements and on additional promotional materials.

• Anonymity
  

  Originally reviews on these sites were generally anonymous. Most review sites had policies that preclude the release of any identifying information. Beginning in approximately 2005, consumers began to become more open with their identity and personal information on review sites. Some sites even encourage users to use their real names for postings.

• Criticism
  

  Most review sites make little or no attempt to restrict postings, or to verify the information within postings. Some critics point out that positive reviews are sometimes written by the businesses or individuals being reviewed, while negative reviews may be written by competitors, disgruntled employees, or anyone with a grudge against the business being reviewed. Operators of most review sites acknowledge that reviews may not be objective, and that ratings may not be statistically valid in some cases.

• Professional Review Sites
  

  In addition to other forms of review sites that enable users to post reviews of a businesses products or services, there are also review sites that work on a "professional" or "expert" basis. Some of these types of sites commission and pay for individuals or bodies with expertise in a particular area or field to provide their review material. This is an effort to insure credibility of the review site. In some cases these types of review sites carry no advertising to aid in bolstering the credibility of the site.

• CIS Client Watch
  

  Review sites have become extremely important with respect to maintaining a positive online reputation for any business or organization. Let us show you how we can help navigate the diverse forms of review sites to better leverage your business.