The web is an amazing thing. From all perspectives. It gives a global platform for corporations (or other business entities) not only to market their goods, but also to provide better customer service. How much better is life now that we can just google a company and immediately (usually) find out their store locations, contact numbers, sales of the week, etc. Before the internet, you were constrained by your own knowledge base and the yellow pages.

However the internet gives the consumer a much more vocal power base as well. Before the web, to find out if there were any complaints about a business, you had to call the BBB or Attorney General’s office and the process could take much more time than the answer was probably worth. Now, it’s a few simple clicks and you can view complaints, see reviews of products and services. Honestly, I rarely buy anything without searching for consumer reviews. Amazon? They’ve got ‘em. Target? Sure.

One of the newer platforms for reviews is the blogosphere. Bloggers of all types can review new products, applications, technologies, and not only can their readers hear their review, but it’s indexed and searchable. Have a bad experience with a company? Blog about it. Twitter it. Get it out there. You can almost see the PR execs scrambling for a handhold in this avalanche of Very Public Information.

One way that it seems companies have been taking control of this issue is to have someone scour the web (either by computer programs or actual employees) for references about the company. And then have that person, or someone in the PR department respond. I have seen a couple examples of this. The most recent involves the use of a survey on the Quaker Oats website. I was attracted to this post because I have had experiences like this (popups about subscribing to newsletters, as well as surveys) and it was annoying to me as well. So I read the comments. The post was blogged on Jan. 6 and by Jan. 14, someone from Quaker Oats commented. Not too bad of a turnaround. Granted, the replies are usually couched in typical PR-speak, but what it says to me is that companies are keeping track of what is being said about them.

So, how can we apply this? As churches, it’s especially salient that we know what our reputation is in the community. This may apply more toward larger churches, who may have more of a web presence. But it’s always possible that someone, somewhere is blogging about their great/horrible/boringly normal experience at your church. And that is hard marketing data that you need to know.

So, what should you do? Periodically search the major search engines for your church. I regularly do this for my own name, so why shouldn’t I do this for my church (or employer) as well? The internet can be a powerful tool, both for the public, but also for corporations. That is, if the corporations (or churches) can learn how to harness that power.