Business as Usual

The Company That Wouldn't Let a Hostile Takeover Attempted Damage Its Online Image

Background

A leading mining company fought a hostile takeover attempt initiated by a minority shareholder with strong connections in the local and international media.

Challenges

1

The shareholder used his media contacts to create and promote negative articles about the company. As these articles were published on central media outlets, they ranked well on Google and were difficult to combat.

2

For years, the company had maintained a low profile, especially online. It had no business profiles, hardly any positive articles published about it, and only one outdated website under its control. As a result, it had very little digital means with which to fight back against the shareholder’s attack.

Result Analysis over a 14 Month Period

Control Panel

%

Before & during takeover attempt

%

After 8 months

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