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Meet the People: Why Businesses Must Engage with Public Opinion to Manage and Enhance Their Reputations by James Frayne

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CHAPTER EIGHT: SHAPING REPUTATION ONLINE

From theory to implementation

THE PROLIFERATION OF opinion online demands businesses focus relentlessly on people and develop the same fundamental skills political campaigns use to affect opinion. Businesses that understand how people think, how to influence them and how to create organisations to reach them will be in a better position to lead public conversations around their business.

It is only with that understanding that you can create effective tactics. This does not mean the implementation of the tactics is irrelevant, as the ability of a firm to engage on a day-to-day, hour-to-hour basis will determine how successful they are and businesses should develop or purchase necessary expertise ...

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