Social Media: Corporate Reputation at Risk

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Corporate Reputation at Risk Social Media Created by: Alex Schaerer

Transcript of Social Media: Corporate Reputation at Risk

Page 1: Social Media: Corporate Reputation at Risk

Corporate Reputation at RiskSocial Media

Created by: Alex Schaerer

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“As people spend more time on the Internet,managing reputation on social media becomes increasingly important for public relations” – Nielsen1

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2.34B

1.87B

319M

Social Network Users Worldwide2

Active Facebook Users Worldwide2

Active Twitter Monthly Users2

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Online,thesefactorsexperienceanewlevelofscrutiny:notonlydousersexpectorganizationstocommunicatehonestlyandopenly,buttheyhavethemeanstosearchanduncoverfactsthatorganizationswouldprefer tohide.3

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The latest figures show that Internet users spend most of their time on social networks, and half of all social media users said that at least once a month they had expressed complaints or concerns about brands or services on social media.3

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1. Damage tobrandreputation2. Disclosureofproprietaryand/orconfidential information3. Corporateidentitytheft4. Legal,regulatoryandcompliance violations4

4CorporateRisksAssociatedwithSocialMedia4

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Nearlythree-quarters(71%)ofexecutivessurveyedwereconcerned aboutthepotentialrisksinvolvedintheuseofsocialmedia,buttheybelievetheriskscanbemitigatedoravoided.4

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Having a very clear public relations strategy around social media communication is mission critical. The velocityand the visibility of social media communications is not to be underestimated.5

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3 Ways the Web Has Changed the Business World6

1. The declining effects of traditional marketing

2. Decreasing customer trust

3. Increasing customer power due to more alternatives, more information and more transactions

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Socialmediahaschangedthewaypeoplecommunicate intermsofpaceandreachofcommunication,thereforecontentonsocialmediacanturnintoathreat andthethreatcanturnintoarapidcommunicationcrisis.Theprevailingdilemmaorganizationsarefacingisthatwhiletheyrecognizetheimportanceofsocialmediainteraction,theytendtolackcorporatecapabilities tomanagecrisiscommunicationeffectively.6

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Usersofsocialmediaapplicationsproducemostlyunverifiedinformation,whichtendtobeboth,trueandfalse.Theinformationcreatedandsharedbyuserscoulddiffersignificantly fromwhatorganizationspubliclydisclose.6

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”Whenmarketersarenottransparentandconsumersdiscoverthesecretsourceforthemselves,theycanbecomequiteunhappywiththemessageand/orthemedia.Bynothavingtransparentmarketing,corporatereputationinturnbecomesflawedastheconsumernolongertruststhecompany.”7

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Ofthegeneralpublicindicatedtheyproactivelyseekinformationaboutthecompaniestheydobusinesswith

72%OpinionElitesinvestigatecorporate

behaviorbeforebuying

53%

Consumersaredoingtheirhomework8

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So… whatcancompaniesdo?Followthe6StepsforProtectingCorporateReputationintheSocialMediaAge9

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1.Don’tPretenda Crisis Is Not Happening

Respondrightaway.Itisnolongeracceptabletowaithoursordaystorespondbackviasocialmedia.Timeisoftheessence,thereforeawellcraftedresponseiscrucialtoemployassoonasthecrisisbegins.9

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2.Don’tMakeanEmptyGestureDonotfeedthepublicanapologyorexplanationthathasnomerit.Socialmediauserscapitalizeontheseresponsesandwilleatacompanyalive.9

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3.Don’tRefuseto Backtrack“Socialmediashouldbeusedasatoolforhonestcommunication.Admityourmistake,andspeakdirectlytoyourcustomersabouthowyou'llbegoingbacktofixthings.”9

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4.Develop Channels ofCommunication

EnsurethatcorporatechannelssuchasFacebook,Twitter,Blog,Instagrametc.arestrongandhaveapresencethatwillreachtheconsumers.9

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5.Establish a CrisisCommunicationsResponseTeamCompaniesmustdrivethemessagingandresponse.Uselisteningplatforms,monitorsentiment,andestablishadedicatedteamtoinformandadviseinternalandexternalstakeholdersofissuesandresponses.9

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6.BecomeInfluentialandChange PerceptionsIfthecompanydoesnotbecomeinfluentialtheybecomeirrelevant Usethesechannelstofocustheconversationaroundyourbrandsothatwhenacrisisdoesarise,youhavemorecontrolovertheperception.9

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Protecting your company’s reputation is

an ongoing business process.

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ResearchReferences• 1.Nielsen.(2012).StateoftheMedia:SocialMediaReport2012.USA:Nielsen.Retrievedfromhttp://blog.nielsen.com/nielsenwire/social/2012/Phillips,D.,&Young,P.(2009).Onlinepublicrelations:Apracticalguidetodevelopinganonlinestrategyintheworldofsocialmedia.Philadelphia:Kogan PageLtd.

• 2."Topic:SocialMediaStatistics."Www.statista.com.May12,2016.AccessedMarch05,2017.https://www.statista.com/topics/1164/social-networks/.

• 3.Ott,Larissa,andPetraTheunissen."Reputationsatrisk:Engagementduringsocialmediacrises." PublicRelationsReview 41,no.1(2015):97-102.doi:10.1016/j.pubrev.2014.10.015. (Coursesource)

• 4.GrantThorton."Socialmediarisksandrewards."September2013.AccessedMarch5,2017.https://www.grantthornton.com/~/media/content-page-files/%20advisory/pdfs/2013/ADV-social-media-survey.ashx.

• 5.Video"FILM240Module02Lecture02Part02"fromSidneyeve Matrixvia Vimeo (CourseSource)• 6.Hövener,Michael."CorporateReputationalRiskManagement:ThePowerofSocialMedia."AccessedMarch5,2017.http://essay.utwente.nl/68528/1/hovener_BA_IBA.pdf.

• 7.ColinCampbell,LawrenceJ.Marks,Goodnativeadvertisingisn’tasecret,BusinessHorizons,Volume58,Issue6,November–December2015,Pages599-606,ISSN0007-6813,http://dx.doi.org/10.1016/j.bushor.2015.06.003.(http://www.sciencedirect.com/science/article/pii/S0007681315000841) (CourseSource)

• 8.TheHarrisPoll."TheHarrisPollReleasesAnnualReputationRankingsForThe100MostVisibleCompaniesInTheU.S."Business.AccessedMarch05,2017.http://www.theharrispoll.com/business/Reputation-Rankings-Most-Visible-Companies.html.

• 9.Revis,Layla."6StepsforProtectingCorporateReputationintheSocialMediaAge."Mashable.January02,2012.AccessedMarch05,2017.http://mashable.com/2012/01/02/corporate-reputation-social-media/#8jqXc6x5Uiqw.

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SlideImageBackgroundsSlide1Source:Kaboompics,“Macbook ProiPhone6onoldwoodenpier,”http://kaboompics.com/one_foto/1568

Slide2Source:Kaboompics,“Womantalkingoniphone6,”http://kaboompics.com/one_foto/1201/woman-talking-on-iphone-6

Slide3Source:kaboompics,“Topviewofofficedesktablewithopenspiralnotebook,pencil,iPhone6,andblackkeyboard3,”http://kaboompics.com/one_foto/1629

Slide4Source:Kaboompics,“AppleiPhone6Plus,MacbookandWrittingPadonthewoodendesk,”http://kaboompics.com/search/smartphone

Slide5Source:kaboompics,“SmartphoneAcer JadeSinthehandsofamanonabackgroundofyellowflowers,”http://kaboompics.com/one_foto/1000

Slide6Source:kaboompics,“Conferencetablewithchairs.Viewfromabove,”http://kaboompics.com/one_foto/869

Slide7Source:kaboompics,“Skyscraperwithwindows,”http://kaboompics.com/one_foto/1525

Slide8Source:Picjumbo,“BusinessWomanWorkingonLaptopinHerOffice,”byVictorHanacek

Slide9Source:Picjumbo,”Manworkingonwebsitelayout,”byVictorHanacek

Slide10Source:Picjumbo,“FacebookAppLoginSplashScreenoniPhone,”byVictorHanacek

Slide11Source:Picjumbo,“SnapchatAppSnapcodeGhostLogooniPhone,”byVictorHanacek

Slide12Source:kaboompics,“WoodendeskwithAppleiMac,OréeKeyboardandTouchslabonit,”http://kaboompics.com/one_foto/1509/wooden-desk-with-apple-imac-or%C3%A9e-keyboard-and-touchslab-on-it

Slide13Source:kaboompics,“Iphone6plusinwoman'shand,”http://kaboompics.com/one_foto/1093

Slide14Source:Picjumbo,“ManTalkingAboutArchitectureIdeas,”byVictorHanacek

Slide15Source:Picjumbo,“ColoredPencilsForKids,”byVictorHanacek

Slide16Source:Picjumbo,“ExtremelyMinimalisticOfficeWorkspaceLaptopSetup,”byVictorHanacek

Slide17Source:Picjumbo,“SunsetHomeOfficeWorkingwithLaptopontheGarden,”byVictorHanacek

Slide18Source:Picjumbo,“ManBrowsingonhisiPhone,”byVictorHanacek

Slide19 Source:Picjumbo,“EscapeKeyLaptopKeyboardCloseUp,”byVictorHanacek

Slide20Source:Picjumbo,“RoadUnderPowerLineElectricityPylons,”byVictorHanacek

Slide21.Source:Picjumbo,“BusinessManandWomanHandshakeinWorkOfficeFreeStockPhoto,”by ViktorHanacek

Slide22Source:Picjumbo,“WoodenLinesModernInteriorDesignPattern,”byVictorHanacek

Slide23Source:Picjumbo,“WoodenLinesModernInteriorDesignPattern,”byVictorHanacek


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