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Publisher

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Responsible for overseeing the Web 2.0 activities on behalf of the company, ensures consistency with overall corporate strategy, has a clear vision of how to build and sustain digital reputation, and is ultimately responsible for content.

Because a large organisation touches so many stakeholders, these new roles must be dispersed throughout the organisation. Management’s task is coordination rather than maintaining a hierarchy. For instance, a publisher must be a good and effective coordinator, not a powerful and authoritative commander in chief. Monitors, responders, and bloggers may sit in different departments, a challenge for the publisher but also an opportunity to bring many minds and viewpoints to the table to polish company’s digital reputation.

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Written by Jayson

February 3, 2010 at 12:01 am

Distribution

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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.

Written by Jayson

January 26, 2010 at 12:01 am

Social Network Editors

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Social Network Editor – Example : If a company has a brand page on Facebook and other social network sites, they need to be sure that someone in the company keeps them current, reads and responds to comments and questions, and adds new content and connections. This is an interactive role, which may include participating in social media discussions on company’s pages/sites and getting involved in discussions on other relevant social networking sites.

E-Community Moderator – to make the community an engaging place; growing and managing online communities; welcome first-time posters, keep conversations going, and weed out inappropriate comments.

Responders – Arrange for each representative from each department to resolve customer’s problem, follow up to address the immediate situation.

Written by Jayson

January 20, 2010 at 12:01 am

New Roles

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Someone has to watch the landscape, not just social media, but all media. What is the tone? Where are the discussions happening? How important are the comments? The challenge today is that the discussion may affect many parts of the company – finance, human resources, manufacturing, legal, sales and marketing, customer relations etc. This means that no department is an island or a silo.

Digital Facilitator – The overall role is someone who continue constructive conversations around the topics, products, and issues the company wants to talk about. For instance, the company would want to have conversations on wealth management with customer etc. Somebody has to have the responsibility, the time, the information, the authority, and the resources to monitor discussions and post timely comments.

In the Web 2.0 world, we could observe 3 categories of roles; editors – for content and dialogue, distribution, and publisher – the manager who is responsible for the company’s overall digital reputation strategy, implementation, and evaluation.

Written by Jayson

January 16, 2010 at 12:01 am

Classifying Materials

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By classifying materials, company can focus on the negative. What are people saying that’s negative? Where is it coming from? How negative is it? Is it starting to cross over from social media, or even from small blogs? Is it starting to creep into the more professional media company blogs? Is it starting to spread across social networks? Does it jump to traditional media?

With the above mentioned tools, the company can not only monitor what people are saying about them, they can see how people react to company’s response when they address the negative issues. Are people buying their story? Are they buying their answer? Are they raising new objections or new questions? Is the company slowing or stopping the spread of negatives? This is an ongoing process, not a one time fix.

Another point is to know what people are saying about the company is to identify them and their relationship to them. How significant is an individual blogger? Is the issue one that will affect customers directly? Shareholders? Employees? How will what company’s hearing be likely to influence the company’s reputation among stakeholders?

Written by Jayson

January 11, 2010 at 12:01 am

Who is talking about you?

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Staying on Alert

Eg. Using Google Alerts – depend on how widely you cast your net, Google will notify you when it turns up new results from latest news articles, web pages, blog posts, videos that contain your search term.

Eg using Twitter to monitor customer conversations – using 3rd party tool to monitor conversations about company’s brand, services or products, such as Twitterfall.

Consider alerts to;

  • Stay up to date on company’s competitors, company’s industry, and key industry leaders, if any
  • Follow a developing news story that affects company’s brand, markets, company etc
  • Watch for new videos on topics related to the company etc

Written by Jayson

January 5, 2010 at 12:01 am

Roadmap for Reputation Management

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  1. Identify company’s key stakeholders and the issues that matter most to them (and to the company)
  2. Analyse company reputation among these stakeholders, especially as related to the key issues
  3. Set priorities and goals for reputation management
  4. Identify online opportunities for contact with stakeholders
  5. Implement creative approaches to promote dialogue on key issues
  6. Monitor and measure company’s reputation, then tweak tactics as needed

First step is to determine who are your key stakeholders and what issues they care about. The stakeholders may be just as concerned about microissues unique to the company or the community. Also understand how stakeholders see your reputation in the context of the issues that matter the most to them. For example, do you have a good reputation when it comes to product quality but a tarnished reputation on environment affairs? All these are about perceptions.

Set priorities and objectives for managing company’s reputation. Issue by issue, what kind of reputation would you like to have among each stakeholder group? Where are the gaps between the reputation company desire and the reputation the company actually have? Which issues and stakeholders are the company’s top priorities?

Next is about engaging, involving and influencing company’s stakeholders. Similar to the idea of “open source computing”; all participants contribute to creating company’s reputation. The open reputation requires specific strategies for engagement, content, building online environment, creating places, and distribution.

Once the company has got the engagement strategy and the content, what are company’s online opportunities for contacting stakeholders? Every organisation has many communities with which it needs to work to build and manage the digital reputation; customers, prospective customers, employees, vendors, stockholders, regulators etc

Next, what are the new roles and new jobs the company need to implement an effective reputation management strategy? Who in the company is going to be responsible for all this?

Written by Jayson

December 29, 2009 at 12:01 am