So what’s the big deal about domain extensions? Reputation management takes many forms. It isn’t just monitoring your brand online or in the media. One way is through domain extensions.

What is a domain extension?

A domain extension is the suffix at the end of a web address, like .com or .net. For example, the domain name is www. and the com is the extension.

When the web first started the domain extensions were few. There was  .com, .gov, .org, and .edu. As the Internet exploded and websites became very common, more domain extensions were added. Recently many more domain extensions have been added such as .porn, .guru., and .sucks. Yes, you can now have a domain extension .sucks or .porn.

What should you care about domain extensions?

Like with the domain name,, the .sucks domain extension is not a domain extension you necessarily want associated with your brand unless your business has something to do with drainage or leeches. For that manner if you an individual who is not in the porn industry, then you may not want your name associated with the .porn domain extension.

It is a good idea to have control of your organization’s identity all over the Internet.  For example, you should be sure to grab up all kinds of domain names and domain extensions related to your organization, products, and services. Do not underestimate how angry some people can get toward your organization, whether they be upset customers, disgruntled staff, or activist groups.

Do a quick Google search on your company, tag on sucks to the end of it, and sees what comes up. You may be surprised. Most large organizations have been targets in this way. The American cable TV provider Comcast is a favorite target of customers. You can find a few Comcast Sucks Facebook groups as well as the domain

You should grab any domain that has a negative focus or that slanders your company. You should be able to come up with some ideas for negative names. Put on your rude hat and go for it. Once you have secured those domain names and domain extensions, then have them point to your official website.

With a little thought and planning, you can manage organizational reputation effectively using domain extensions.

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