Distribution
Involves being in the right places at the right times. The person responsible will have to know where the company ought to be represented. What web sites are the most important for their reviews of company’s products or services? What bloggers have the most influence among company’s stakeholders? What stakeholders – employees, customers, vendors, analysts – have the greatest impact on company’s reputation?
Media Distribution – Who’s in charge of ensuring that company online prescence is aimed at reporters, bloggers, and other members of the media is up to date, complete, ready and responsive? For instance, offering dozens of RSS news feeds; multimedia press kits tailored to specific events or issues; photos and videos for journalists to download.
Search Engine Optimisation – What do the first results pages indicate about company’s reputation? How can the company use search engines to improve visibility and reputation?
Metrics – to measure, such as how many people read a particular blog post and how many commented. Metric has to be linked back to the business objectives.
