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An article for The Sacramento Bee recently featured UC Davis’ decision to pay consultants $175,000 in order to try to hide negative online postings reacting to the 2011 incident involving the pepper spraying of students by UC Davis campus police. In an effort to protect its reputation, the university attempted to bury the news of the 2011 incident in Google search results by supplanting it with other positive articles about UC Davis and manufacturing digital content. However, after The Sacramento Bee revealed the efforts of the public institution to manage its own reputation and try to hide articles from accessible view, the university received its share of a backlash online. In fact, because of the mismanagement of the online reputation strategies by the consultants hired to do the job for UC Davis, the 2011 incident is actually receiving more scrutiny and is currently over shadowing other developments from UC Davis. As highlighted in the article, there are powerful lessons to be learned from the misguided attempts to manage UC Davis’ online reputation, including that it is important to hire an experienced and tested online reputation management firm to do the job right the first time.
Darius Fisher, the President of Status Labs, was quoted in the article based on his perspective on online reputation management. Fisher said that the majority of his work with Status Labs includes managing the reputation of private citizen clients, rather than for public figures. In producing digital content and distributing press releases, Fisher said that his company is able to handle public relations for the Internet for its clients.
In addition to running Status Labs, Fisher is an active investor in CrowdOptic, The Zebra, Les Trois Petits Cochons and Sozo. He was awarded the Innovation 50 in PRWeek in 2015 and is frequently interviewed and profiled in major publications, such as he NY Times, NY Post, Daily Beast, Business Insider, Observer, Forbes and DuJour Magazine. Follow Darius on Twitter to keep up with his news and upcoming events.