Chapter 13
REPUTATION MANAGEMENT
RESPONDING TO AND RECOVERING FROM A SOCIAL NETWORKING NIGHTMARE
The upside of social networking is that it can quickly, conveniently, and cost-effectively facilitate online conversations, communication, and collaboration among customers, colleagues, and communities. The downside of social networking is that all that tweeting, texting, blogging, and posting can savage corporate reputations and short-circuit otherwise promising careers.
Thanks to social media, blogs, and web 2.0, the rules of engagement between business and the public have changed. The social web has leveled the playing field between deep-pocketed corporations (that historically have controlled their own positioning and messages through mainstream ...
