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Reputation management: unethical practices in social media


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Reputation Management Conference, Ramada Hotel , May 23, 2012

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Reputation management: unethical practices in social media

  1. 1. Diana-Maria Cismaru, PhD., Crystal Connections & SNSPA http://e-conexiuni.ro
  2. 2. Google as instrument of reputation management
  3. 3. The initial evaluation of the onlinereputationElements:Online visibilityControl of the online reputationPositive/Negative balance Types of cases a. Visibility (-) b. Visibility (+), control (-) c. Visibility (+) control (+) reputation (-)
  4. 4. Dileme pentru managementul reputației înRomânia- Reverse social mechanism (the prominence of negative brands);- Disparity institutional sphere – private sphere;- Clients appeal to reputation management only in a communication crisis or in an image crisis;- Technical and unethical methods preferred (search engine optimization, hackers);- “3 days wonders” expectancy;- Availability to negative responses (revenges);
  5. 5. Why MR? Ways of reputation destruction insocial media- Attack from an anonymous profile : repeated attacks from the distance, from well placed Google accounts;- Trolling: deliberate postings of discrediting messages on the accounts of public actors, with the intention of starting rumors and negative climate;- Astroturfing: artificial form of advocacy in the support of a political agenda, institutional or corporate, for creating the impression of a grass root movement;- Parasitism: harrassment on someone’s blog with false /multiple identities, occupying the comments’ space
  6. 6. Repeated attack
  7. 7. Trolling
  8. 8. Astroturfing
  9. 9. How to do MR? Released Publics’ image image Reputation Strategy Expressed image Research