Real-time is the real world There are over 400 MILLION TWEETS published on Twitter every day.
Real-time is the real world There is over 48 HOURS OF VIDEO uploaded every day on YouTube.
Leslie Gaines Ross, author of Reputation WarfareThe internet has leveled the playing field betweenlarge corporations and individual activists. Attackers…are almost always highly emotional, if not irrational. Business leaders have no advance notice or time to reflect.
REPUTATIONThe beliefs or opinions that are generallyheld about someone or something
REPUTATION SNIPERSStakeholders who take shots at brandswith an intent to wound or debilitate areputation for a cause, resolution or self-interest
REPUTATION MERCENARIESPaid soldiers who attack reputations inconcerted efforts to change how consumersperceive the brand and its products
Reputation is not something you should“react” to, it is something that you and yourcommunity should build andprotect…relentlessly
Your threats are many.Battle strategies must now cover multiple fronts Competitors – big and small Employees Customers Activists
Social media amplifies impressions and experiences…creating a collective tsunami of shared sentiment
Conversations reach a boiling point that spills into mainstream media fanning the flames and prolonging the crisis
Crises impact sales,employee morale,advocacy,confidence, andworst of all, TRUST.
How you are structuredtoday. How you thinkabout social media.How executives valuethe role of engagementare all designed to#FAIL in reputationwarfare.
Think about how you respond toproblems today.Most businesses remain silent,hoping the problem will disappear.When they’re ready to respond,the message is run through layersof bureaucracy.The final communiqué soundsmechanical and heartless.
It is with goodreason that trust falls.When you hidebehind a dark curtain,it’s impossible to betransparent.Trust isearned…over andover.
Jeff Bezos, Amazon“Your brand is what someone says about you when you’re not in the room.”
Winning a Reputation WAR startswith shifting from a reactivephilosophy to a proactive andongoing Reputation awarenesscampaign
What do you stand for? Community is much more than belonging to something, its about doing something together that makes belonging matter
The best reputation warfare strategy is to define your brand ina time of peace…
From listening toengagement, reputationwarfare requires a triageprocess and a pathbetween people,responses, andresolution…in real-time.
Develop a Threat Level Gauge Threats are constant. Not all require engagement, but you do need to gauge virality, importance, and responsibility
When yourformulate aresponse…who areyou writing orspeaking to?Often we “talk” tothe people we wantto approve themessage not thepeople we’re tryingto reach and sway.
Employees areoften part of theproblem. They arealso part of thesolution.They need training,direction andempowerment todiffuse problemsbefore and afterthey rise.
You can’t do this alone.The social web is richwith detractors ANDpromoters.Find your advocates andengage your influencersBEFORE you needthem. Then arm them Your Front Linewith social content andinformation in times ofneed to spread your sideof the story.
Preparing for a Education Threat GaugeReputation Warrequires a vision, Promise Communitiesstrategy and atrained AND SEO Dark Sitesequipped forceforce to shape and Triagesteer your Ambassadorsreputation in good Socialtimes and in crisis. Content (SMO) Influencers
In the end, it takes a cultureof engagement andtransparency to win inReputation Warfare