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Social media en reputatie
Corné Dijkmans
TravelNext, Breda, 24 januari 2014
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Wie?
Corné Dijkmans
NHTV internationaal hoger onderwijs Breda- Docent digital marketing & new media
VU Amsterdam , ACSM Amsterdam Center for Social Media- Onderzoeker online reputatie management
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“In Rep We Trust”“70% of consumers won’t buy from a company they don’t like”
http://www.webershandwick.com/uploads/news/files/InRepWeTrust_ExecutiveSummary.pdf
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“In Rep We Trust”
Kitchen, P. J., and A. Laurence (2010). ‘Corporate reputation: an eight-country analysis,’
Corporate Reputation Review, 6(2), 103-117
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Voordelen van een goede reputatie
• Consumenten zijn bereid meer te betalen• Creëert toetredingsdrempels voor concurrenten• Bevordert klantenloyaliteit en -trouw• Trekt nieuwe klanten aan• Beschermt een bedrijf in tijden van crisis
• Maar: ‘online’ vergroot je kwetsbaarheid
- Fombrun, Gardberg, & Sever, 2000
- Graham & Moore, 2013- Nguyen & Leblanc, 2001
- Shamma, 2012
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Reputatie-schade
Van binnenuit:
Verkeerde omgang met het medium.
Van buitenaf:
Meestal niet door de gebeurtenis of crisis zélf, maar door niet / slecht / laat verstrekken van nuttige, gepaste en eerlijke informatie.
“76% of social media crises could have been avoided with proper planning and internal roadmaps by companies.” (Altimeter Group, 2011)
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Van binnenuit…
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Van binnenuit…
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Meltdown of “Amy’s Baking Company & Bistro”
http://www.buzzfeed.com/ryanhatesthis/this-is-the-most-epic-brand-meltdown-on-facebook-everhttps://www.facebook.com/amysbakingco
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“Social media stagiaires” in actie?
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Van buitenaf: niet/fout/laat
reageren
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Kwetsbaarheid: van ORM naar RTRM
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Dilemma’s
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- Transparency
- Sourcing
- Timeliness
- Tone of voice
- Influence
- Could this go viral? - Hurt reputation?
- Respond yes/no?
- Let the post stand, agree with it, or even
thank the poster?
Is the tweet/blog/post balanced and
accurate?
1. Discover 2. Evaluate 3. Respond
Social media communicatie
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Social media decisions tree
http://www.potentash.com/dealing-with-a-social-media-crisis/http://www.onlinecolleges.net/2012/10/03/social-media-crisis-management/