Online Brand Reputation Management
A nice piece on the need for reputation management when handling your online brand.
A few months ago, I had a series of conversations with managers who reflected on the increasing difficulty of managing the perception of their brand. They told stories of customer complaints spreading like wildfire through the Web before they had a chance to deal with them, and opinions expressed in blogs and forwarded e-mails by some of their detractors that appeared to be magically reprocessed into fact.
You don’t have to search hard to find examples of such challenges. An international fast-food chain is sideswiped by images available on YouTube of rats roaming freely in one of their outlets. A global apparel maker contends with allegations, published online, of operating sweatshops. Read more