Reputational risk on social media
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  • 1. Sandra Esplugues Balaguer SOCIAL MEDIA AND MARKETING
  • 2. Reputational risk The biggest problem with reputational risk is that it can literally erupt out of nowhere.
  • 3. 35% RESPONDENTS said that, significant risk to their organization: FACEBOOK 25% TWITTER 25% YOUTUBE 15%
  • 5.  Most Companies Believe Social’s Risks Are Avoidable
  • 6.  Interestingly, despite most believing that social’s risks are avoidable, few are taking action to prevent them. The senior executives surveyed… Only 18% said their company performs social media risk assessments. Just 21% have an incident management plan in place should there be an issue with fraud or privacy breaches related to social media Only 1% of respondents claiming to have been afflicted by a fraud incident involving social media.
  • 7. 36% said they conduct social media training, up from 21% in 2011. Most executives from around the world associate risks with social technology use, ranging from increased risk of: Confidential information being leaked (55%) Employees posting content on external social sites that reflects negatively on the company (30%) Identifying reputation or damage to the brand as a critical risk. (35%)
  • 8.  Communication policies have it be the first step towards safeguarding brand reputation on social networks. 1. Communication Policy : If your company has clear communication policies have them present in both the planning and the execution and management of communication strategies and / or social media marketing . If on the other hand does not have clear policies start by defining communication 2.0 . Why? These actions will allow the organization to have a clear communication guidelines based on corporate values ​. 2. Characterization of Community Manager : this new professional profile which had its appearance thanks to the "web 2.0" , should be clear about what should be their roles and responsibilities to manage not only these communication channels , because they are responsible to preserve the image and reputation of the company. They are the main proponents of the company and responsible to speak on behalf of it. 3. Corporate messages through social media is essential to have clarity in the message, which must be associated with corporate values. Furthermore, these messages will have to be designed on our users ( followers) consider that the information is of interest to them , ensuring that it is the most appropriate.
  • 9. 4. Commitment to public interest : being in social networks is to initiate a dialogue with our project stakeholders. Therefore, it is unavoidable to define what my audiences and to characterize them , in order to give them what they really expect from the brand. In short , is to find a path that will help strengthen relations with our stakeholders to generate credibility and trust. 5. Web 2.0 Manual : when making a manual 2.0 this should have the channel characterization own company , with the justification of their applicability and explanation of what should be the proper use of communication channels. 6. Crisis Manual 2.0: We should note that this manual is seeking solutions to a crisis that may arise through the open channels . Unlike conventional manual this should have an appropriate response plan in real time . For this reason , always take constant monitoring to identify potential generators of crisis, as reputational risk scenarios to which you can see facing the organization.