Posted 11/11/2010
By Angie Kilbourne, AAM

Web Wise: Protecting the Information You Collect

One of the best ways to boost trust between your business and the motoring public is to provide them with a full disclosure of what you will do with their information when they give it to you, as well as how you work to protect it. An online privacy policy is not just for large corporations; every business needs to reassure the public that any information collected via its website is only used as promised and intended.

"Privacy policies are about transparency and are key to building trust between your business and your customers," says Alison Southwick, a spokesperson with the Better Business Bureau (BBB).

So where do you begin? A great place to start is the Federal Trade Commission's (FTC) privacy information page at www.ftc.gov/privacy, as well as local and state privacy statutes. Check with your attorney to ensure your practices are within the letter of the law, too.

Next, look at the information you collect online and how it's used. What pages on your website collect information? Do you collect information through faxes or e-mails?

Why are you asking for this information, and where is it stored? Do you share this information with any third-party, such as a marketing consultant? Your privacy policy should answer all these questions for consumers.

Are you asking for too much personal information that's really not necessary? Re-examine your forms to ensure you're not asking unnecessary questions. Not only will it reduce your security burden, it will help speed up completion of your forms.

Remember: your privacy policy is a disclosure document designed to inform consumers and encourage their trust. Keeping and maintaining a privacy policy for your website is just another step in building that trust.

Cool Tools

This free online privacy policy generator can help you put your privacy policy in place on your website. It's not just a template; the intuitive questionnaire even looks at local and state regulations to keep your policy in line with the law. Visit www.freeprivacypolicy.com for more information.

For more information on privacy policies, the BBB offers an online video that covers a lot of ground.

ASA Web Ways: ASA's PR Kit Makes Marketing Easy

ASA's PR Kit, available online in the Members Only section of ASAshop.org, is designed to give repair shops the tools to develop outstanding public relations and advertising campaigns. This free kit includes an array of prewritten press releases, photography tips, print- and Web-based advertising samples and suggestions, and an audio clip ready for use on your website. Members can download materials directly to their computers to customize with logos, specific shop information and other data.