A Business’s Reputation Is More Vulnerable on the Social Web
There’s a fragile balance between truth and fiction within online communities. Experiments testing how long a hoax can be passed as fact show that the more trusting the community and the less centralized its communication, the more vulnerable it is to believing misinformation. A tarnished reputation can do serious damage to a business’s viability. If falsehoods or negative reviews of a business or people close to it crop up online, corrections or rebuttals can come too late to mitigate lasting damage. Active reputation management has always been a necessity of online business, but emerging search and social integrations magnify the issue.
The 3 Best Places to Complain About a Company
via U.S. News & World Report
The Internet and social media have transferred nearly all power to consumers in the business-consumer relationship. Business must take care to address customer needs or face consequences to reputation, authority and future revenue. Monitor your business name online and be quick to respond to concerns brought to the attention of watchdog agencies and the executive suite.
How to use social media for more than just marketing
via The Business Journals
If you’ve decided to devote time and effort into understanding and engaging in social media, understand the range of benefits you can tap into beyond marketing to make the most of your investment. Social media is a tool for recruiting talent, networking with potential partners, nurturing business relationships and drawing market research and competitor research.
Abuse online may repel us, but it shouldn’t be a crime | David Edgar
via The Guardian
Free speech is important. However, business must be prepared to stand up to the voice of anonymous amplified on the Internet. Set guidelines for UGC submitted on channels under your control; it’s generally accepted to strike unconstructive comments, personal attacks, profanity and hate speech. Establish a policy for responding to negative comments on outside channels and be prepared with a crisis communication plan if disaster strikes.
Lessons From The Auto Industry: Leveraging Social For Organic Traction
via Searchengine Land
Taking cues from major auto brands Ford and Audi, the author offers up comparable grassroots social media marketing tactics. In highly competitive industries where big brands and local businesses contend for coveted search real estate, creative and innovative approaches are needed for personalized outreach, attracting blog coverage and building relevant buzz.