The Use of New Media for Creation and Preservation of
Online Reputation
Ayten Görgün Smith Ph.D.
Kadir Has University
2.Ul...
The Use of New Media for Creation
and Preservation of Online
Reputation
Ayten Görgün Smith Ph.D.
2
The 2nd International R...
The Value of Good Reputation
• We all want to have a good reputation.
• Desire to be well thought of.
-Personal
-Organisat...
Definiton and Dimensions of
Reputation
• Reputation (Trust, integrity, honesty and
consistency).
• Dimensions of Reputatio...
7 Areas
• Products and Services
• Innovation
• Workplace
• Governance
• Citizenship
• Leadership
• Performance
(Products-S...
Reputation Management
• Metric of success that the organisations tries.
• Classical mantra of maximising shareholder
value...
As an Individual
• Do a good job
• Be open to change
• Be straight with others
• Be financially prudent
• Do the right thi...
Aspects of New Media
• The good (2.8 billion internet users in March
2013, almost 40 % of the worlds population).
• The ba...
The Role of New Media and
Reputation in Choice Making
• Nil financial cost
• Up to date and global
• Range of data availab...
Decisions
• Purchase decisions
• Hiring decisions
10.10.2013
The 2nd International Reputation
Management Conference
10
Implications of New Media for
Reputation Managers
• Finding out
• Experience
• Building up our own knowledge
10.10.2013
Th...
Impications
• Reputation Matters
• Reputation Steers Searches
• Reviews and Feedback Matter
• Scale
• Search Rank Matters
...
Online Reputation
Management
• Submitting online press
releases
• Publishing original,
positive websites and so
on
• Getti...
Ethical Considerations
• “For every person who has moved on after an
honest mistake there are others trying to
cover up sh...
Rules for Ethical Online RM
• “Be more concerned with your character than
your reputation, because your character is
what ...
Thank you!
agorgun@khas.edu.tr
0 532 285 49 71
10.10.2013
The 2nd International Reputation
Management Conference
16
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2.Uluslararası İtibar Yönetimi Konferansı-The Use of New Media for Creation and Preservation of Online Reputation / Ayten Görgün Smith

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2.Uluslararası İtibar Yönetimi Konferansı-The Use of New Media for Creation and Preservation of Online Reputation / Ayten Görgün Smith

  1. 1. The Use of New Media for Creation and Preservation of Online Reputation Ayten Görgün Smith Ph.D. Kadir Has University 2.Uluslararası İtibar Yönetimi Konferansı 3-4 Ekim 2013, İstanbul
  2. 2. The Use of New Media for Creation and Preservation of Online Reputation Ayten Görgün Smith Ph.D. 2 The 2nd International Reputation Management Conference 10.10.2013
  3. 3. The Value of Good Reputation • We all want to have a good reputation. • Desire to be well thought of. -Personal -Organisations -Governments -Conturies 3 The 2nd International Reputation Management Conference 10.10.2013
  4. 4. Definiton and Dimensions of Reputation • Reputation (Trust, integrity, honesty and consistency). • Dimensions of Reputation (Reputation comes from being good and/or being known). 4 The 2nd International Reputation Management Conference 10.10.2013
  5. 5. 7 Areas • Products and Services • Innovation • Workplace • Governance • Citizenship • Leadership • Performance (Products-Services). 10.10.2013 The 2nd International Reputation Management Conference 5
  6. 6. Reputation Management • Metric of success that the organisations tries. • Classical mantra of maximising shareholder value. 6 The 2nd International Reputation Management Conference 10.10.2013
  7. 7. As an Individual • Do a good job • Be open to change • Be straight with others • Be financially prudent • Do the right thing and • Play a useful role in society 10.10.2013 The 2nd International Reputation Management Conference 7
  8. 8. Aspects of New Media • The good (2.8 billion internet users in March 2013, almost 40 % of the worlds population). • The bad (security, truth, identity, privacy, permanency, regulation). • The search engine (Google, over 85 % of the search engine market, handles over 87 billion search requests per day). 10.10.2013 The 2nd International Reputation Management Conference 8
  9. 9. The Role of New Media and Reputation in Choice Making • Nil financial cost • Up to date and global • Range of data available • Learn about the organisations • Reviews • Product in action • Feedback • Insight views • Chat rooms 10.10.2013 The 2nd International Reputation Management Conference 9
  10. 10. Decisions • Purchase decisions • Hiring decisions 10.10.2013 The 2nd International Reputation Management Conference 10
  11. 11. Implications of New Media for Reputation Managers • Finding out • Experience • Building up our own knowledge 10.10.2013 The 2nd International Reputation Management Conference 11
  12. 12. Impications • Reputation Matters • Reputation Steers Searches • Reviews and Feedback Matter • Scale • Search Rank Matters • News Travels Fast 10.10.2013 The 2nd International Reputation Management Conference 12
  13. 13. Online Reputation Management • Submitting online press releases • Publishing original, positive websites and so on • Getting mentions • Viral videos • Proactively responding to public criticism • Joining collaboration • Asking sites to take down incorrect information • Making Legal challenges • Providing free products • Setting up shop • Using spam bots • Creating fake blogs • Posting positive reviews • Posting false reviews 10.10.2013 The 2nd International Reputation Management Conference 13
  14. 14. Ethical Considerations • “For every person who has moved on after an honest mistake there are others trying to cover up shady behavior or hide the truth." 10.10.2013 The 2nd International Reputation Management Conference 14
  15. 15. Rules for Ethical Online RM • “Be more concerned with your character than your reputation, because your character is what you really are, while your reputation is merely what others think you are.” 10.10.2013 The 2nd International Reputation Management Conference 15
  16. 16. Thank you! agorgun@khas.edu.tr 0 532 285 49 71 10.10.2013 The 2nd International Reputation Management Conference 16

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