Sticks and Stones: How Digital Business Reputations Are Created Over Time and Lost in a Click

Overview

Words really can hurt you; here's how to influence theconversation and counter the attacks.

In today's wired world, business reputations are built anddestroyed online. Blogs, citizen journalism, and instantinformation have made the consequences of a bad reputation moredevastating than ever. Though it may be intangible, a goodreputation online is your company's most valuable corporate asset.It builds customer loyalty, helps attract talent, and ...

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Overview

Words really can hurt you; here's how to influence theconversation and counter the attacks.

In today's wired world, business reputations are built anddestroyed online. Blogs, citizen journalism, and instantinformation have made the consequences of a bad reputation moredevastating than ever. Though it may be intangible, a goodreputation online is your company's most valuable corporate asset.It builds customer loyalty, helps attract talent, and earnsshareholder confidence—and that leads to better bottom linesand bigger profits.

Until now, there's been no straightforward guidebook on buildingyour online reputation and keeping your brand message intact. InSticks and Stones, PR guru Larry Weber gives you the rules andtools you need to build and safeguard your company's onlinepresence.

Weber explains the important concept of online equity—thesum total of the positive impressions that your company or productmakes on customers, communities, and stakeholders. The bigger yoursupply of online equity, the easier it will be for you to overcomenegative impressions—whether theycome from news sources,bloggers, or anyone else online. Sticks and Stones shows you how tobuild reputation equity through online publicity, organizationalmoral purpose, and strong business relationships.

Inside, you'll learn how to:

  • Monitor and measure your reputation
  • Set priorities and objectives for building and protecting yourreputation
  • Engage, involve, and influence your stakeholders
  • Set responsibilities and internal policy formanaging the onlineconversation
  • Develop your online reputation and build equity
  • Master YouTube—whether you're a small business or amega-business
  • Successfully counter innuendo, rumors, or lies about yourproducts, services, or policies
  • Minimize the damage from mistakes and crises

This book gives you an effective framework for managing youronline reputation by discovering who your key stakeholders are andwhat issues they care most about—and how to keep themhappy.

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Product Details

  • ISBN-13: 9780470457382
  • Publisher: Wiley
  • Publication date: 7/14/2009
  • Edition number: 1
  • Pages: 240
  • Product dimensions: 6.00 (w) x 9.10 (h) x 0.70 (d)

Meet the Author

Larry Weber leads W2 Group, a next-generation ecosystem of marketing service companies that help CMOs in their new roles of content aggregators and community builders. W2 Group companies include Racepoint Group, a global public relations firm with special expertise in digital media relations; Digital Influence Group, a social media marketing agency; and Two Martinis, a branding firm that aligns brand vision and customer experience in a social media world. Earlier in his career, Weber founded Weber Shandwick, the largest public relations agency in the world. He is also cofounder and chairman of MITX, the world's largest online advocacy organization,and the author of Marketing to the Social Web.

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Table of Contents

FOREWORD Mark B. Fuller.

PREFACE.

PART I DIGITAL WORLD, DIGITAL REPUTATION.

CHAPTER 1 Your Digital Reputation in World 2.0.

CHAPTER 2 Psst—Want to Know Who's Talking AboutYou?

PART II SHAPE YOUR REPUTATION.

CHAPTER 3 Building Reputation: Start a Dialogue.

CHAPTER 4 Building Reputation: Something to TalkAbout.

CHAPTER 5 Building Reputation: Where to Be on theWeb.

CHAPTER 6 This Means New Roles, New Jobs for EveryOrganization.

PART III IT'S ALL ABOUT YOU (AND YOUR FIRM).

CHAPTER 7 Click—Your Personal Reputation atStake.

CHAPTER 8 Can a Small Business Build a Big DigitalReputation?

CHAPTER 9 Big Business, Big Digital Rep.

PART IV TOOLS AND TACTICS.

CHAPTER 10 The YouTube Juggernaut.

CHAPTER 11 How to Respond to Negative Comments, Gripes,and Crises.

CHAPTER 12 The New Craft of Public Relations.

CHAPTER 13 Reputation Lessons from the ObamaCampaign.

CHAPTER 14 The Future of Digital Reputation.

ACKNOWLEDGMENTS.

NOTES.

INDEX.

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