Market Sentinel and Weboptimiser have collaborated on a white paper Search is Brand.

Our aim was to provide a useful survey for PROs of the challenges posed to brands by online detractors, and to outline a simple toolkit:

Audit – find out what people are saying about you, and where the issues are online;

Benchmark – establish how your performance compares with your competition;

Optimise your message – make sure your own web presence says what you need it to say and is indexable by search engines;

Respond – go into the blogosphere yourself, either by responding to your critics directly or indirectly, or by establishing a corporate blog;

Monitor – review your progress against your benchmarks.

Your feedback on this white paper would be very welcome.