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

Overview

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

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

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

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Overview

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

In today's wired world, business reputations are built and destroyed online. Blogs, citizen journalism, and instant information have made the consequences of a bad reputation more devastating than ever. Though it may be intangible, a good reputation online is your company's most valuable corporate asset. It builds customer loyalty, helps attract talent, and earns shareholder confidence—and that leads to better bottom lines and bigger profits.

Until now, there's been no straightforward guidebook on building your online reputation and keeping your brand message intact. In Sticks and Stones, PR guru Larry Weber gives you the rules and tools you need to build and safeguard your company's online presence.

Weber explains the important concept of online equity—the sum total of the positive impressions that your company or product makes on customers, communities, and stakeholders. The bigger your supply of online equity, the easier it will be for you to overcome negative impressions—whether theycome from news sources, bloggers, or anyone else online. Sticks and Stones shows you how to build reputation equity through online publicity, organizational moral purpose, and strong business relationships.

Inside, you'll learn how to:

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

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

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Product Details

  • ISBN-13: 9781118022597
  • Publisher: Wiley
  • Publication date: 12/15/2010
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 240
  • File size: 562 KB

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 About You?

PART II SHAPE YOUR REPUTATION.

CHAPTER 3 Building Reputation: Start a Dialogue.

CHAPTER 4 Building Reputation: Something to Talk About.

CHAPTER 5 Building Reputation: Where to Be on the Web.

CHAPTER 6 This Means New Roles, New Jobs for Every Organization.

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

CHAPTER 7 Click—Your Personal Reputation at Stake.

CHAPTER 8 Can a Small Business Build a Big Digital Reputation?

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 Obama Campaign.

CHAPTER 14 The Future of Digital Reputation.

ACKNOWLEDGMENTS.

NOTES.

INDEX.

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