Get Bold: Using Social Media to Create a New Type of Social Business

Chapter 6. Design for Reputation and Risk Management

“Your online reputation is your Social Business Currency. Manage it well.”

Sandy Carter

“What happens in Vegas might stay in Vegas, but odds are there’s footage.”

Unknown

Reputation and Risk Management

As I began my research into reputation and risk management, I found many organizations that experienced some sort of crisis in the blogosphere while trying to protect their online reputation. For example, United Airlines had to deal with a crisis with David Carroll’s Taylor guitar, which was broken during a flight he took. Because he felt he had not been treated well, he wrote a song about what United had done, and posted it to YouTube (www.youtube.com/watch?v=5YGc4zOqozo). At press time, ...