Orchestra snags protest-ready URLs: a lesson in online brand management

Sometimes online marketing is really all about brand management. And sometimes the best thing you can do is minimize damage online. Apparently the Minnesota Orchestra knew that. City Pages reports…

The Minnesota Orchestral Association was six weeks into labor negotiations with its musicians in 2012 when it purchased at least 12 domain names with variations of the phrase “Save Our Minnesota Orchestra.”

On Wednesday, Song of the Lark, a blog run by Emily Hogstad, revealed that those URLs were scooped up by the association more than four months before the musicians were locked out of Orchestral Hall.

Interesting approach. Something to consider if you are concerned about your brand management – whether we’re talking business, personal or even community. Domain names are powerful in search engine ranking. An easy domain name fits on a strike placard. Cost for a domain name is about $10 a year.

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