Chapter 3

Reputation and Identity

Abstract

This chapter focuses on different aspects of digital identity in relation to a corporation's reputation including: executive identity (specific individuals in the corporation) and brand identity (virtual presence) of the corporation. The chapter defines these two identities and how they differ; explores why they are important in the digital space and how they can be tarnished or lost because of digital activity. In addition, online activism (and hacktivism), social scoring, digital influence, and online credentials are discussed. The chapter offers various lessons learned and best practices to protect the identity and the corporation's reputation.

Keywords

Badvocacy; Corporate brand; Corporate identity; Digital ...

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