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About Rich

  • Richard Millington is the founder of FeverBee, a community consultancy and Professional Community Management course. Richard is also the author of Buzzing Communities: How To Build Bigger, Better, And More Active Online Communities. Richard's clients have included Google, AutoDesk, United Nations, Novartis, Wikipedia, Oracle, The World Bank, Diabetes Hands Foundation, Fidelity Investments, and many more. Richard is also the the author of the Online Community Manifesto.

    e-mail: richard@feverbee.com
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Comments

Shel Holtz

Well, yeah, you share your name with others. ExxonMobilCorp does not. And I don't really suggest claiming everything. That didn't work when Nabisco tried to get every domain for Oreos, only to have someone register iloveoreos.com. But the basics -- like ExxonMobilCorp, Exxon, Mobil, and ExxonMobil, are a no-brainer, don't you think?

Richard Millington

Hi Shel,

A sincere thanks for taking the time to comment on my blog.

If I understand you correctly, I still disagree.

If you're saying that Exxon should claim their basic names on every service, I don't think that's a good idea. More so, because it's tricky to know where to draw the lines. Those that really want to 'brandjack' the company will find a clever name to do it.

I think the answer is simply in uniting, linking and thus validating their efforts in a simple social media page. When they launch a new social media venture, say a new YouTube video, then they can announce that. Everyone will know it's from them.

Shel Holtz

A company ExxonMobil's size should have a full-time social media (or community) manager. It takes maybe 10 minutes to register accounts at the key services that crop up. While I do like your idea, it wouldn't stop someone from setting up ExxonMobilCorp as they did on Twitter, or as they could on FriendFeed or Identi.ca. Every service? No, but somebody dedicated to social media could make the judgment call on which services warrant the attention. My $.02.

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