Making sure that steps have been taken to keep personal information secure and private can benefit company and customer alike.

Computer system breaches resulting in the contamination or loss of sensitive consumer data have recently plagued universities, corporations and retail outlets. The protection of customer data is a critical responsibility for all departments in a company, especially finance and marketing.

The most important step in keeping data safe in a Web 2.0 world is to establish a corporate culture that respects security and privacy. All cultures start at the top with CEOs and senior managers communicating the importance of a set of values. The management team must also demonstrate its commitment, provide time and resources to support projects, and reward and recognize employees who excel in implementing those values.

Simultaneously, the IT team needs to establish "zero tolerance" information security processes and policies. Adhering to these processes may include participating in formal audits with outside auditors, consistently monitoring security systems and communicating information throughout a company.

The marketing departments also need to embrace security and privacy practices as a way to differentiate brands and build relationships with consumers.

Forrester Research reported that 86 percent of consumers are worried about giving their information to marketers because of privacy and security concerns. In addition, Forrester also estimated that roughly half of North American households look for privacy and security policy information on websites.

Federal, state and local agencies now educate consumers about the importance of security and privacy through programs such as "National Consumer Protection Week," launched this month by the Federal Trade Commission. Marketers should expect more consumers to select websites and online offers based on a review of privacy policies and standards. The right policy can minimize consumer fears and differentiate brands that care.

Telling consumers that personal information is protected gives reassurance. Proving to consumers that personal information is protected gives credibility.

Gaining certification seals from organizations, such as those listed below, establishes companies as having the "gold standard" in privacy and security policies:

• Payment Card Industry (PCI) Data Security Standard -- Compliance with PCI informs consumers that a company uses best practices to protect credit card data that is stored, processed or transmitted. The standard contains IT security requirements and guidelines agreed to by all major credit card issuers, including Visa, MasterCard, American Express, Diners Club and Discover.
  
• TRUSTe -- Joining an independent, nonprofit organization alerts consumers that a company’s website and email practices are certified and monitored to protect personal information.
  
• VeriSign -- Certification from VeriSign assures consumers that ecommerce and communications conducted over a company’s website, intranet or extranet are protected with secure socket layer (SSL) encryption.

No one can guarantee privacy or safety in the Web 2.0 World. However, it is possible to communicate to customers and consumers that all possible steps have been taken to keep personal information secure and private. A company that does can ease people's minds and strengthen their market position.

Rick Fernandes is CEO and co-founder of Webloyalty.com. Read full bio.