"Obamacare" as Textbook Reputation Management
The somewhat pejorative term “Obamacare” was coined by those opposed to health care reform, but it's now being used by its supporters. Run a search on Google, Yahoo or Bing for “Obamacare” and the first paid listing is typically for www.healthcare.gov, a site supporting health care reform from the U.S. Department of Health & Human Services.
Is this a good use of taxpayer's money? Who knows? It is legal, and it's been done before on both sides of the aisle. The ethical debate is beyond the sphere (or interest) of this blog.
From a business perspective, advertising on “Obamacare” is a good call. It's textbook search engine reputation management. If any or
ganization is trying to get its side of the story heard, considered, and talked about, it's smart to ensure that their point of view is accessible on search engines. Particularly if that makes it more easily read by foes that may potentially have a change of heart.
Search engine reputation management is a tactic that should be part of the search marketing efforts of all companies, non-profits, governments, and anyone with a brand name or catchphrase that's in the public Zeitgeist.
Related post: “Breaking Through With the Micro-Script Rules”