Reputation Management

Reputation Management October 16, 2008

Trust in Online
41 percent trust Internet news according to (HarrisInteractive)
From Searchers: Do you trust your search engine with your information? No say 62% (hakia)
44% of searchers regularly use just one engine, and another 48% use just two or three (Pew/Internet)
Marketshare (ComScore):
Google 61%
Yahoo 20%
Microsoft 8%

When Groundswell Occurs, It’s Hard to Stop

Not Only Do Posts Occur, They Create Conversations & Memes

Time Moves Quickly On the Internet

Crisis PR: Time Is Of The Essence
Crisis tenets apply
Like crisis, messaging cannot stray from facts
Timely reactions are critical to stymie crisis
Big blogs, social network users prompt immediate reaction
Cannot overpromise!
Even small blogs, social network users should be responded to w/in 24 hours

Influence As Pictured by Simon Collister

jetBlue Crisis

His Badness

Badness = Bad Reputation
According to the NY Times, one fan wrote to prince.org:
The more I think about it, I say just drop him, remove all content, let him have his way. It’s obvious he doesn’t want us as fans anymore, so why should we want him?

Dell Learns to Listen

Admitting Fault
Key to Dell Hell turnaround: Listening
Acknowledging
Doing something about it
If you can’t or shouldn’t fix it, acknowledge remarks
Use your social tools
Don’t apologize and do it again: Change!

Diacetyl Crisis Image by Sage - http://tinyurl.com/3jptva

Where the Wild Things Are

Handling Trolls
Identify through search, previous Incidents
Attention seekers
Don’t feed the trolls!
If it’s serious, state your facts on your blog referencing the situation
Nikon D80 example

Questions?
Additional reading: http://tinyurl.com/4g8bug

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Reputation Management

by Geoff Livingston on Oct 17, 2008

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Reputation Management — Presentation Transcript