Brand building and reputation management are two sides of a coin. What brand managers do to build their company’s reputation can come crashing down overnight with the keystroke of an angry blogger.

Managing a company’s reputation used to be a back-channel activity, known only to a few. Today, company reputation is available to everyone. It is radically transparent.

Fellow blogger Andy Beal of MarketingPilgrim just released a book with Dr. Judy Strauss titled Radically Transparent. It’s a how-to guide for anyone needing to manage a reputation, whether B2B, B2C or even C2C. To complement the book, Andy has launched a service called Trackur that can help you monitor and manage a reputation.

I managed to grab Andy on his way to SXSW to discuss what’s changing in reputation management. Enjoy …

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About Andy

Andy Beal is an internet marketing consultant specializing in search engine marketing, online reputation management, and business blogging. Considered one of the world’s most respected online marketing experts, Andy has worked with many top companies such as Motorola, GlaxoSmithKline, SAS, Lowes, Quicken Loans, and NBC.

Highly respected as a source of internet marketing advice, Andy Beal has had articles published around the world, including BusinessWeek Online, Search Engine Watch, Search Engine Guide, and Web Pro News. He is the co-author of an online reputation management book called Radically Transparent which can be found on Amazon.com.