The Importance of buying the right domain names | Don’t let your brand get hijacked online

Via Eric Eggertson’s always excellent “Common Sense PR” (is there any other kind?) comes a cautionary tale for domain name buyers – buy all domains for your brand – .org, .com, .ca, .co.uk and so on and so on ad infinitum.

In the Mexican stand-off between the Internet, Writers’ Guild of America (WGA) and the media executives (Alliance of Motion Picture and Television Producers – AMPTP) over royalties from content distributed online, the WGA has struck a potentially devastating blow.

Some WGA members bought the .com domain for the AMPTP’s (.org) Web site and created a hilarious parody.

AMPTP web site

WGA version of the AMPTP site (or is it the other way round?)

Sample Quote from AMPTP:

The WGA’s filing of a complaint with the NLRB reminds us of the old lawyers’ adage: When the facts are on your side, argue the facts. When the law is on your side, argue the law. And when you don’t have either the law or the facts on your side, you pound the table. The WGA has now been reduced to pounding the table, and this baseless, desperate NLRB complaint is just the latest indication that the WGA’s negotiating strategy has achieved nothing for working writers.

Sample Quote from WGA’s AMPTP site:

“We are heartbroken to report that despite our best efforts, including sending them a muffin basket, making them a mix CD, and standing outside their window with a boombox blasting Peter Gabriel songs, our talks with the WGA have broken down. Quite frankly, we’re puzzled as to why this happened. We talked about it all the way home – after we walked into their hotel room, slapped our list of demands on the table and abruptly left the negotiating session – and none of us could figure out what went wrong.”

If you work in branding and reputation management, you’d do well to remember this story next time you propose a Web site – don’t be cheap. Buy all the relevant domains you can. Even buy some common mis-spellings of your domain – for instance, I can’t write “edelman” properly first time so they may be well advised to by edleman.com as well.

If all of this is new to you and you’re wondering what a “do-main name” is, I suggest you head on over to Canadian Domain Name black-belt, seventh dan Karate master, Bill Sweetman’s blog Sweetmantra and do some learning.

You may also want to sign up for a presentation he’ll be giving.

4 Responses to The Importance of buying the right domain names | Don’t let your brand get hijacked online

  1. Sarah says:

    Awww, looks like the WGA site is kaput. Too bad.

  2. […] The Importance of buying the right domain names | Don’t let your brand get hijacked online […]

  3. Dave Delaney says:

    Did you ever see The Yes Men? It’s a fantastic film: http://www.theyesmen.org/en/movie. Without giving too much away, they created http://www.gatt.org/ and claimed it was a WTO site. Suddenly they began to receive invitations to speak at events, so they did. The rest is in the film.

    Cheers,
    Dave

  4. […] Ed Lee gives the heads up in his blog post The Importance of buying the right domain names | Don’t let your brand get hijacked online […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: