Managing Online Reputation: How to Protect Your Company on Social Media
- 3h 39m
- Charlie Pownall
- Palgrave Macmillan Ltd
- 2015
What do you when a customer lets fly at you on a high profile review site or when Greenpeace launches a surprise attack on your Facebook page? When a competitor trashes your products anonymously on a consumer review platform, one of your people goes AWOL on Reddit, or when misinformation and disinformation run rife across the web during a major crisis?
Social media has been here for years yet organizations of all shapes and sizes continue to tip toe nervously before peeved customers, aggrieved employees, eagle-eyed activists, sceptical bloggers, and opportunistic trolls. Big names are easily sullied and hard won reputations dismantled in today's volatile, judgemental, and unforgiving court of public opinion.
Managing Online Reputation is a practical guide to protecting and defending your company's name and image on the internet and in social media. Discover:
- The top strategic, societal, behavioural, legal, operational and other kinds of threats to your reputation posed by social media.
- How organizations like Buffer, FedEx, Goldman Sachs, ING Direct, Tesla, Shell, and the US Nuclear Energy Institute handled serious online attacks on their businesses and reputations.
- How you can prepare for, respond to, and recover from serious incidents and crises using social media.
Palgrave Pocket Consultants are concise, authoritative guides that provide actionable solutions to specific, high-level business problems.
About the Author
Charlie Pownall is a communications consultant and trainer with over twenty years' experience in Public Relations, Reputation Management and Social Media. Founder of online reputation consultancy CPC, he led public relations firm Burson-Marsteller's digital capabilities across Asia-Pacific and managed global communications for advertising and marketing group WPP. He started his career as a speechwriter and press officer at the European Commission. Charlie writes extensively on communications and reputation, and speaks regularly at conferences, business events and business schools across Asia and the Middle-East.
In this Book
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The New Abnormal
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Defining Online Reputation Threats
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Strategic and Financial Threats
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Social and Environmental Threats
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Behavioral and Legal Threats
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Operational and Technological Threats
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Formulating the Right Response
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The Furious Customer
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The Rogue Employee
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The Committed Activist
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The Hostile Journalist
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The Backfiring Campaign
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The Changing Face of Crises
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Preparing for a Crisis
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Responding to a Crisis
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Recovering from a Crisis
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Epilogue
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Notes
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Twelve Useful Books on Online Reputation
