VOA慢速英语2011--Paying Others to Worry About Your Online

Economics Report - Paying Others to Worry About Your Online Image

经济报道 - 聘请他人管理你的网上声誉
This is the VOA Special English Economics Report.
这里是美国之音慢速英语经济报道。
A reputation -- what people think of you, good or bad -- is built one message at a time. The difference today is that people can get their messages out to lots of other people at lightning speed through websites and social media. So, not surprisingly, an industry is fast developing around managing online reputations for individuals and businesses.
人们对你印象的好坏，也就是所谓的声誉是由某条偶然的信息形成。当今的不同在于，人们可以通过网站和社会媒体，将信息飞快地传播给大众。因此，毫不奇怪，一个为个人或企业管理网上声誉的行业正快速发展。
KEN¹ WISNEFSKI: “Up to eighty percent of people have been influenced in a purchasing decision by what they’ve read or seen online.”
KEN WISNEFSKI：“高达80%的人们在采购决策中，会受到自己在网上看过的信息的影响。”
Ken Wisnefski is chief executive of WebiMax, a company he started in two thousand eight. WebiMax is a search engine optimization², or SEO, company. Search engine optimization involves different ways to improve the results of online searches.
KEN WISNEFSKI是WebiMax公司首席执行官，他于2008年创办了该公司。这是一家搜索引擎优化，即常说的SEO公司。搜索引擎优化包括各种提高搜索结果排名的方法。
WebiMax offers several different services, but Ken Wisnefski says reputation management is growing the fastest.
WebiMax提供几种不同的业务，但Ken Wisnefski表示，声誉管理业务增长最快。
Some of his customers need help with urgent publicity³ problems. Others are seeking long-term management of their online image. Mr. Wisnefski says about one-fifth of his business is with companies and individuals outside the United States.
一些客户在紧急公关问题上需要帮助，还有些客户寻求长期的网上形象管理。Wisnefski先生表示，公司1/5左右的业务来自国外的公司和个人。
How does reputation management work?
声誉管理是如何工作的呢？ 
WebiMax has two sides to its business. The company can organize online publicity campaigns to try to limit the harm done by negative comments or bad news. Mr. Wisnefski says when a client gets in the news for the wrong reasons, his company does not try to hide what happened. Instead, it develops a campaign to show that the client is dealing⁴ with the problem in a productive and positive way, he says.
WebiMax的声誉管理业务包括两个方面。该公司可以组织一些网上宣传活动，以减少负面评论或坏消息造成的影响。Wisnefski先生称，当一位客户陷入丑闻时，他们公司不会试图掩盖真想，而是开展一次活动表明该客户正以一种积极有效的方式在处理这个问题。
In that sense, the work seems a lot like old-fashioned public relations, but in cyberspace⁵.
从这种意义上来说，这项工作看上去非常像传统的公关，区别只是它是一种网络公关。
But what if clients are the target of lies or maybe an organized effort to harm their reputation? Then WebiMax would use its legal team to try to have the comments removed.
但如果客户是谎言攻击或有组织中伤的对象，WebiMax就会动用它的法律团队来删除这些评论。
KEN WISNEFSKI: “We realized pretty early on that it wasn’t going to just be a marketing⁶ function, that there also needed to be a legal function involved with it. And marrying the two together is what really has impact and makes this successful.”
KEN WISNEFSKI：“我们很早就认识到，声誉管理不仅要具备营销功能，它也需要法律功能参与其中。将两者有机结合才是它真正的影响，也造就了它的成功。”
In the United States, not all speech is protected by the Constitution. And even if the comments are true, the threat of a costly⁷ legal fight may be enough to get them removed.
在美国，并不是所有言论都受宪法保护。即使这些评论是真实的，对薄公堂的昂贵代价就足以使这些评论消失（即发表评论者担心法律纠纷同意删除评论）。
Ken Wisnefski thinks the legal side of reputation management is only going to grow. He says WebiMax is profitable and expects ten to fifteen million dollars in revenue this year.
Ken Wisnefski认为，声誉管理法律的一面只会继续增长。他称WebiMax目前盈利，预计今年的利润将有1000万到1500万美元。
Clients of companies that manage reputations can pay thousands of dollars a month or as little as a hundred dollars a year. But here is some free advice.
委托公司进行声誉管理的客户每月可能支付数万美元，也可能少到每年才支付1百美元。以下是一些建议。
KEN WISNEFSKI: "If you’re not paying attention or at least monitoring what’s being said about you online, you’re making a mistake because other people are paying attention to that."
KEN WISNEFSKI：“如果你不重视，或至少监控你在网上的声誉。你就犯了一个大错，因为其他人都很关注网上声誉。”
And that's the Economics Report in VOA Special English. You can read and listen to more business news online at voaspecialenglish.com. I'm Mario Ritter.

 

1 ken   

n.视野，知识领域

参考例句：

• Such things are beyond my ken.我可不懂这些事。
• Abstract words are beyond the ken of children.抽象的言辞超出小孩所理解的范围.

2 optimization   

n.最佳化，最优化；优选法；优化组合

参考例句：

• Development of detergents has required optimization of the surfactants structure. 发展洗涤剂时，要求使用最恰当的表面活性剂结构。 来自辞典例句
• In the case of productivity tools and other non-entertainment-oriented products, this optimization means minimizing work. 对于生产工具和其他非娱乐导向的产品而言，这意味着将工作负荷降至最低。 来自About Face 3交互设计精髓

3 publicity   

n.众所周知，闻名；宣传，广告

参考例句：

• The singer star's marriage got a lot of publicity.这位歌星的婚事引起了公众的关注。
• He dismissed the event as just a publicity gimmick.他不理会这件事，只当它是一种宣传手法。

4 dealing   

n.经商方法，待人态度

参考例句：

• This store has an excellent reputation for fair dealing.该商店因买卖公道而享有极高的声誉。
• His fair dealing earned our confidence.他的诚实的行为获得我们的信任。

5 cyberspace   

n.虚拟信息空间，网络空间，计算机化世界

参考例句：

• She travels in cyberspace by sending messages to friends around the world.她利用电子空间给世界各地的朋友们发送信件。
• The teens spend more time in cyberspace than in the real world of friends and family.青少年花费在电脑上的时间比他们和真正的朋友及家人在一起的时间要多。

6 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

7 costly   

adj.昂贵的，价值高的，豪华的

参考例句：

• It must be very costly to keep up a house like this.维修这么一幢房子一定很昂贵。
• This dictionary is very useful,only it is a bit costly.这本词典很有用，左不过贵了些。