A com­mon ques­tion we’re asked is: if you’re go­ing to post neg­a­tive in­for­ma­tion — all of which is true, of course! — then, where should you post it?

Short an­swer: every­where!

Long an­swer: there are lots and lots of web pages that let you pub­lish your own con­tent. You can start a blog, or a tum­blr. You can get your own do­main. You can go on­to re­view sites.

What’s re­al­ly lim­it­ing you is, your own cre­ativ­i­ty.

Just ask your­self, where do you see con­tent post­ed on­line? Why can’t you just post it your­self too, in the same way? Cre­at­ing a web site is­n’t tech­ni­cal­ly hard, you just need to do it! You need to write con­tent and ar­ti­cles that is not on­ly true, but com­pelling and se­ri­ous and makes the user re­al­ize what is re­al­ly hap­pen­ing.

A lot of our fa­vorite sources are sys­tems that al­low you to post your own in­for­ma­tion. Which is most “so­cial” me­dia and mod­ern sites. Click around. Look for them. They’re not hard to find. You prob­a­bly get 4,000 up­dates from all of them on your Face­book feed, er­rr, time­line every day!

In­deed, Face­book it­self is a great source. Peo­ple live in Face­book. The per­son caus­ing prob­lems against you is prob­a­bly on Face­book, too. What does his pro­file say? What are his pic­tures? Who are the peo­ple that know him? What are the com­ments?

This is re­al­ly just mar­ket re­search — and mar­ket in­un­da­tion, we could call it! — but with a bit of a neg­a­tive slant. This is neg­a­tive on­line mar­ket­ing, af­ter all! We just need to be hon­est with our­selves about our op­po­nent, his meth­ods, his ob­jec­tives, his re­sources — and around that, con­struct our strat­e­gy!

Yes, of course we know: much eas­i­er said than done. That’s where we come in. We’ve been do­ing this a long time and we’re great at it.

Con­clu­sion: it’s not hard to do; just time con­sum­ing. And a bit risky. But that makes it ex­cit­ing!