managing corporate reputation online:the coming of social media
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Managing corporate reputation onlineThe coming of social media
Cathal Smyth
18 February 2010
What does social media mean for corporate reputation?
What’s happeningamong the corporates?
What happens next?
Definitions
Tools “Various online technology tools that enable people to communicate easily via the internet.”
jobsearch.about.com
Dialogue “The shift from a broadcast mechanism to a many-to-many model, rooted in a conversational
format between authors and people.”Brian Solis – The Definition of Social Media
Participation “People participation on a scale neverseen before.”Ashwini Dhagamwar & Sandeep Arora
how you say it
Media
Channels
Language(s)
Tone of voice
Visual identity
what you say
Marketing
IR
CSR
PR
Recruitment
Lobbying
Internal
Corporate reputation and social media
what others say
Customers
Employees
Communities
NGOs
Analysts
Investors
Suppliers
Job-seekers
you
Company
Sector
Brand
Heritage
Products
Services
Markets
Relationships
how you say it
Media
Channels
Language(s)
Tone of voice
Visual identity
what you say
Marketing
IR
CSR
PR
Recruitment
Lobbying
Internal
Corporate reputation and social media
what others say
Customers
Employees
Communities
NGOs
Analysts
Investors
Suppliers
Job-seekers
you
Company
Sector
Brand
Heritage
Products
Services
Markets
Relationships
What’s happeningamong the corporates?
52% have a presence on Facebook
42% with a Twitter account
32% with a YouTube channel
18% have a corporate blog
20 official accounts
11 have never tweeted
9 posted a video this month
8 are true corporate blogs56% Dow Jones
32% Eurostoxx 50
FTSE 100 social media use
What happens next?
On New Year’s day 1994 there were an estimated 623 web sites. In total. On the whole internet.The Guardian23 October 2009
Where to begin?
Monitor
Blogs
Forums
YouTube
Integrate
Site blog
Twitter feed
Social bookmarks
Facebook group
YouTube channel
Engage
Active dialogue
Dedicated staff
Monitor
Blogs
Forums
YouTube
Integrate
Site blog
Twitter feed
Social bookmarks
Facebook group
YouTube channel
Engage
Active dialogue
Dedicated staff
Monitor
Blogs
Forums
YouTube
Integrate
Site blog
Twitter feed
Social bookmarks
Facebook group
YouTube channel
Engage
Active dialogue
Dedicated staff
how you say it
Media
Channels
Language(s)
Tone of voice
Visual identity
what you say
Marketing
IR
CSR
PR
Recruitment
Lobbying
Internal
Corporate reputation and social media
what others say
Customers
Employees
Communities
NGOs
Analysts
Investors
Suppliers
Job-seekers
how you say itwhat you say
you
Company
Sector
Brand
Heritage
Products
Services
Markets
Relationships
Connect
Inform
Influence
The Group is an interactivecommunication agency
We design, build, host and manage corporate and marketing web sites, extranets and online reports, and advise on all aspects of online communication
We connect organisations withpeople who matter to them by creating authentic, compelling and useful brand experiences online
Everyone from investors and journaliststo employees and job-seekers, customers, suppliers, businesses, regulators and local communities
Thank you
cathal_smyth@the-group.netthe-group.net
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