Don't Believe EVERYTHING You Read (But Worry About Those Who Do)

This past week, NBC's Today show broadcast a story about yet another quirky web site. This one, called Urbanbaby.com, is a resource for young mothers, including tips, expert advice and even a message board with questions and answers from readers. The site is also localized, with a number of new cities about to be added to the original seven. While the "water cooler" conversation aspect of the information provided is of indisputable value to new mothers, there is also a cautionary note. Some of the entries are not for the easily offended (a recent entry in which a mother allegedly told another she had a sexual dream about her and then offered a real-life massage comes to mind). But, while some entries have more value and less titillation than others, the fact is they all remain on the board for all to see.

That can be the downside of the web for businesses. Internet postings that are untrue, unfair or even scurrilous last just as long as the accurate and valuable. Due diligence requires that we monitor what is being said about us on the Internet and work to get the truth out. Among the actions we can take are to counter the innacuracies and/or to publicize our positive messages for balance. That can be easier said than done, but it is an investment worth making. And a well-crafted plan can make all the difference in the world in how we are seen by an audience that increasingly makes its decisions by what it reads online.