It is no secret that social media has impacted the way that consumers interact with your company. But how do you use this to your advantage, and prevent yourself from becoming a victim of slanderous online conversations? Learn how to manage the power shift from traditional to social media, and ensure that your company's reputation is protected. In this dna13 white paper, find 10 tips for incorporating social media into your communications strategy, and tactics for selecting the appropriate tools to help manage the online buzz.
It ain't slander
if it's true.
Reputation management in a social networking society
Reputation Management in a Social Networking Society 1dna13.com white paperThe evolution of communication technologies and the ways in which consumers
are using them is forcing corporate leaders to reinvent the standards and
methodologies they use to protect, manage and nurture their most important
asset - their brand reputation.
Technology enables instant access to massive volumes of information and news. Print, radio and television media continue to claim a large information- Consumers have hungry audience share, although their business models are greatly strained. gained full control of Overtaking them are Internet-based news and information sites, which deliver what they see, read information faster and more directly. Consumer-generated media channels and hear.and social networking sites like Facebook, Twitter, YouTube, blogs and other applications are carrying availability, volume and quality of information to a whole new level.
In this splintered media universe, consumers have gained full control of what they see, read and hear. These technology applications give them power not just to have information delivered to the device of their choice, but to share it instantly, along with their unfiltered opinions - crossing channels, devices and other barriers.
Such is the setting in which corporations now operate. Every move they make is subject to the scrutiny of a sophisticated, powerful global audience.
What to do?
There are solutions. Just as consumers use technology applications to empower themselves with knowledge and control, so can corporations in their bid to sustain and grow their brand reputation and value.
The purpose of this white paper is twofold:
1. To highlight how consumers are using best in breed communication technologies to shape and control conversations that have the potential to destroy corporate brands.
2. To review the latest in brand reputation management standards and technologies that are helping businesses today increase their bottom line performance, while at the same time mitigating potential risk to their reputation.
Those were the days
The requirement of brand owners to address challenges imposed on them as a result of developments in mass communication is not entirely new. In the past century in particular, advances in technology and the emergence
Reputation Management in a Social Networking Society 1of new channels to reach consumers have compelled corporations to change how they think and act about their relationships with customers and stakeholders.
Beginning in 1900, journalist Ida Tarbell wrote a series of articles for McClure's Magazine about the Standard Oil Company and its owner John D. The impact of these Rockefeller. Initially, Rockefeller consented to interviews for what he believed stories damaged the would be a positive profile. The stories published however, led to federal anti- reputation and brand trust legislation against the company and to its eventual break-up in 1911. of the Standard Oil Company, and The impact of these stories damaged the reputation and brand of the that of its owner Standard Oil Company, and that of its owner John D. Rockefeller, irreparably. When the articles were published, Standard Oil figured the best response was John D. Rockefeller,
to ignore them. This was a strategy they would regret however, for no amount irreparably.
of philanthropy to mitigate the Tarbell stories could restore the loss of trust in the company or Rockefeller's personal reputation.
New channels, new challenges
As the 20th century unfolded in North America, corporations that typically The dazzling volume used newspapers and magazines had to re-think their paradigm to follow of content challenges their customers. even the hardiest To that end, brand owners followed (or led) their customers first to radio, then consumer with to television, and finally to close off the century, the Internet. Each new information overload. medium required corporations to develop a highly specialized advertising model to promote their brand reputation and value, and an equally strategic adjustment in the methodology they had in place to respond to consumer reaction.
With the emergence of each new channel, the challenge of corpor... [download for more]
