With an emerging breed of consumers demanding dialogue from businesses and insisting on greater organizational transparency and accountability, image and reputation management for organizations has become harder than ever. It is like having millions of eyes watching over your business and a thousand mouths asserting involvement in the communication process. The challenge now is how organizations establish and sustain a positive and strong brand and corporate reputation in the Internet Age.
Five Meta-Trends in Managing Reputation Online
John Bell, managing director of 360o Digital Influence of Ogilvy Public Relations Worldwide, talks about five meta-trends that affect how corporations manage reputation in the presence of the social media and brand communities.
1. Hyper transparency
“Having 150 million bloggers means having thousands of potential forensic accountants, social watchdogs and activists watching your company.”
It is high time that businesses not only open their windows and doors but make their walls transparent as well. Consumers are out to hear and see what’s going on with their brands especially now that various social media tools allow them to do so. Organizations must then operate with honesty and clarity. Secretive companies never win. Openness is the new rule of the game.
2. Viral Crises
“Crisis spreads through networks – formal and informal with lightning speed and full motion pictures. When bad things happen, they spread extremely fast, often with the accompaniment of YouTube videos.”
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