BC Tips
BC Tips are best practice memos distilled from our constant monitoring of websites, and e-mailed to subscribers twice-weekly. Each tip consists of a characterisation of the featured site, a screen shot of or link to the highlighted practice plus ‘the takeaway’ – our commentary on how it can contribute to a more effective website.
Whenever you see this icon it means:
The site you're viewing has a feed available.
-
Dowethics: Distorting an identity
A warning both to companies that have enemies and to people using the web
-
Dow Chemical: Performing to target
A rare instance of using a website to publish not only deep historical data but also corresponding performance against target.
-
American Express: Creating interest with its history
A 'double whammy' combining a strong history section with a nice piece of reputation management.
-
Airedale NHS Trust: Failing to act in a crisis
An opportunity missed to offer a sober statement of the facts and reassurance to patients, relatives and the community.
-
The Democratic Convention: Blogging on to community
Blogs mark another step towards the long-spotted but generally elusive goal of creating genuine community-driven sites.
-
BT: 'Ghetto-ising' website accessibility
Accessibility features give the counter-productive impression of primarily serving commercial needs.
-
McDonald's: Fighting the fat issue
US companies are starting to catch up Europeans in using their sites for reputation management.
-
PGFM: Highlighting people skills
The web can be used to enrich reputation-building material.
-
Novo Nordisk: Injecting the personal touch
A pharmaceutical company overcomes the sector's shyness of image boosting.
-
Bodyform: Suffering from a Christmas hangover
It does not pay to leave seasonal or other time-sensitive material on a website.
-
Kingfisher plc: Getting away with a gimmick
A jokey but appropriate gimmick helps differentiate the company from other corporates.
-
Habbo Hotel: Reinforcing trust in a chatroom
Trust is as important as a secure environment for a shared-interest site.
-
Martha Stewart: Saying nothing is ruled out
The stick-your-head-in the-sand approach taken by the company to bad news just doesn't work on the web.