Social Media and Reputation Management Online Reputation is something which people and businesses alike have been paying an increased attention to in the recent past. It has become very important for businesses to monitor and respond to things that are being said about them online. Initially it was industries like travel and hospitality that had to really keep tabs on online reputation management, but this has now changed. Industries like Information Technology, Electronics, telecommunication and even Entertainment and Sports are paying attention to their online reputations. Social Media in the last decade has grown to a great extent, revolutionizing the internet through its ability to connect people and bring them closer. This is true not only for people but also for brands. Also, a recent survey tells us that 22% of people who have had a bad experience are likely to comment about it online while only 9% of people who have had a good experience will do the same. (online reputation management / shutterstock) Connect:
What's in a Name? Reputation Building and Corporate Strategy Abstract Firms compete for reputational status in institutional fields. Managers attempt to influence other stakeholders' assessments by signaling firms' salient advantages. Stakeholders gauge firms' relative merits by interpreting ambiguous informational signals from the firms, the media, and other monitors. The results of an empirical study of 292 large U.S. firms supported the general hypothesis that publics construct reputations on the basis of information about firms' relative structural positions within organizational fields, specifically using market and accounting signals indicating performance, institutional signals indicating conformity to social norms, and strategy signals indicating strategic postures. © Academy of Management Journal
Managing Corporate Reputation Through Social Media | Corporate Reputation Step 1: GetYour D&B® BusinessCredit Report The world has become completely interconnected, and social media is the new fabric of communication among consumers. Facebook, Twitter and similar sites are no longer just for kids; big corporations with billions of dollars at stake must now go social as well if they are to successfully succeed when managing corporate reputation. Social Media is Ubiquitous Internet penetration in North America alone now tops 75%, and the vast majority of time spent online is spent on social media sites like Facebook. Making Social Media Work for Your Brand Managing corporate reputation via social media requires a single key element: authenticity. Take the new Dominos Pizza campaign. Pitfalls and Problems The problem for most big companies when managing corporate reputation via social media is the level of responsiveness; traditional marketers and agencies are not used to this level of real-time feedback. Conclusion
Corporate Online Reputation Management: New Age Social Media Corporate Online Reputation Management: New Age Social Media When we ask people what they think online reputation management is, the usual response is a dumbfounded look of ignorance. But for some, the immediate concept of this new service is that it is a form of online PR one’s “Internet Resumé”. Here we will take a look at the personal and corporate site of online reputation management. Polishing Your Internet Resumé A recent study from monster.com shows that 77% of employers will google their candidates before hiring them, but headhunters and employment agencies are close to 100% in their use of Google to research the applicants. This gives us a whole new perspective on the importance of your online image, activity, comments and photo publishing. The problem for all of us, in this case, is that the Internet is almost timeless. The image above went viral. For your online resumé there are many tools available. Now let’s talk about businesses. Corporate reputation starts much earlier
Lin Humphrey: Carnival Cruise Lines: A Prescription for Navigating Rough Media Waters I have watched recent events unfold around Carnival Cruise Lines with a mix of curiosity and sadness. While teaching my marketing class at Texas Tech University, I proudly recounted my time working for Carnival in marketing. Sadly, hardly a week passes without a new hiccup surrounding a Carnival ship. In addition to the Carnival Triumph fire, the line faced propulsion and steering issues on multiple occasions, along with shipyard issues in Mobile. Normally, global firms are able to circumvent PR crises, but this has not happened with Carnival. Even with the news of an operational program to prevent future issues, the media responded with skepticism. Based on my observation as a marketing academic and veteran of the industry, I propose five steps Carnival should take to improve its media problems. Step 1: Face Facts. Cahill indicated that he could not determine the severity of the media problem because of his focus on the lines' consumers. Step 2: Find an Empathetic Spokesperson.
Top 10 Brands on Social Media in 2013 [CHART] Samsung was the most popular social-media brand worldwide in 2013, according to Starcount, which compiled data across Facebook, YouTube and other sites to come up with its top 10 list. Although Samsung wasn't the most popular brand on any particular social network, it earned 16 million new followers across multiple platforms in the past 12 months— enough to get data aggregator Starcount's top spot. Walt Disney came in second place, largely due to a one-million-follower increase on Sina Weibo, a Chinese microblogging site. Check out the other companies that made the list for this year's top 10 brands on social media, below. Have something to add to this story? Image: Flickr, John Karakatsanis
Social Media Shakedown of Top Brands in September 2013 An Executive View of the Difference Between Brand and Reputation Posted on Thursday, September 5, 2013 . by Peter Zandan, Ph.D. Global Vice Chairman, Hill + Knowlton Strategies and Michael Lustina, Ph.D., US Director of Research, Hill+Knowlton Strategies This white paper explains the distinction between Brand and Reputation and provides an approach for how companies can properly measure and strengthen both aspects to build equity with key stakeholders. “Brand is about me; Reputation is about us.” The concepts of “Brand” and “Reputation” are core to corporate communications, yet the terms are frequently confused and often used inaccurately, which can create serious problems in today’s business environment. To these ends, Hill+Knowlton Strategies performed a deep, quantitative analysis on more than 150,000 recent interviews on corporate Brand and Reputation in order to arrive at robust, data-driven definitions of Brand and Reputation and explore the interaction between the two concepts. Those definitions are: Take the case of the oil company BP. 1. 2. 3.
Grunig revisited: digital communication and the Four Models of Public Relations It must be the time of year but I’ve had a couple of conversations in the last week or so with post graduate students seeking opinion on how digital communication fits with Grunig’s Four Models of Public Relations. If I’ve lost you already I make no apologies. Every public relations practitioner should have a working knowledge of James Grunig’s work – for a quick primer check this excellent post by Heather Yaxley. In 1984 Grunig and Todd Hunt published the Four Models of Public Relations as part of a book called Managing Public Relations. The model describes the different forms of communications between an organisation and it’s stakeholders. The first model is publicity or press agent, the second is known as the public relations information model, the third asymmetric persuasion, and the final one the two-way symmetrical model is formal definition of public relations best practice. Grunig’s model remains as relevant today as is it did when it was first created almost 30 years ago.
Social media crisis communication: Lessons from Target's Data Breach - ZOG Digital Blog : ZOG Digital Blog In the digital age, even the most prepared companies are at risk for having data leaked or stolen. When this happens, companies need to have a plan in place to not only fix the security loophole, but also reassure customers so they feel it’s safe to spend their money again. Using social media crisis communication strategies is one of the many ways that companies can rebuild trust with consumers after a data breach. The most recent example of this is Target. Just days before Christmas, the nation’s second-largest retailer acknowledged Thursday that data connected to about 40 million credit and debit card accounts was stolen as part of a breach that began over the Thanksgiving weekend. Target has been able to avoid some potential losses due to a quick response, which included direct and constant communication with customers. 1. The first thing any business needs to do in the event of a data breach is find out how it happened and close the security loophole. 2. 3. 4. 5. 6.