Online Reputation Management Case Study

About Elixir Interactive Complaints

Your brand is important to you and your livelihood. Traditional PR can raise brand awareness and promote a positive brand reputation offline. If false or slanderous information about you is published or broadcast in other media, you have clear legal recourse. However, the online space is completely different. Online reports can reach a much wider audience and you have absolutely no control over the content that is posted about your brand. The legal channels are not as clear cut in the digital space. Oftentimes false reports are filed on complaint sites that are protected by Section 230 of the Communications Decency Act, commonly referred to as CDA230. Even with solid proof that a report is false and was posted with the intent of causing harm to your business, these complaint sites do not have to remove false or slanderous accusations.

Elixir Interactive has put together a case study of an ongoing, organized attack against their brand. This study not only provides a rebuttal to the false accusations leveled at them through anonymous posts on complaint sites, but it also highlights the methods used against them – and that may be used against other companies, individuals, or entire industries. The detail provided in this report may help you identify tactics being used against your brand.

Comments (3)


  1. I recommend reading the report. When a crime is committed, the police must find the culprit. Even more important, the victim must be found to put forward charges. This report shows businesses how they are being victimized.

    Comment by Bannock — September 30, 2011 @ 4:32 am

  2. Highlighting these methods of ongoing attacks is helpful. You do feel you have no control over your brand, until you begin to read through some of these tips.

    Comment by Rand — October 14, 2011 @ 3:23 am

  3. I think that the intention is there to show how this company was being attacked in an attempt to help others see he warning signs. I didn’t know such malicious campaigns existed online and I know if this happened to me I wouldn’t have had a clue what was going on. So it is good to know it is out there and how to deal with it. They did discuss the steps they took upon realising the scams existed.

    Comment by Adam — February 13, 2012 @ 9:04 pm

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