Conversational Media Marketing

In 2007, controversy erupted over the social network Spoke, with allegations being made that the site was collecting and selling personal information.

Following my post about the issue where I suggested that Spoke had a word-of-mouth problem, the question was raised about how companies can overcome negative brand perceptions. I went to LinkedIn and : "When you do a search on the Web for your business name or brand and negative results show up, how do you go about changing perceptions and protecting your reputation?"

Quite a number of people responded and what follows is a digest of what several of the most knowledgeable had to say.  (I purposely left off names and other personally identifiable information. You can see that info at LinkedIn, however.) Please feel free to submit your own.