You're placing quite a bit of a company's reputation equity in the online world through this argument.
Kelly Groehler, APR | 02.19.08 - 6:53 pm | #

A company's online reputation does have a lot of equity. As of December 2007, 71% of America is online. We use the internet for everything from contacting friends to researching a paper to looking up phone numbers. This usage creates a huge opportunity for a company to build, monitor, and even change their brand.

Online reputation is obviously not the only important factor for a company. A hometown grocery store may have built their reputation through years of great service and giving back to the community. This offers amazing brand equity too. For this example, the online conversation would just be an addition to what they have already done through more traditional outlets.
Holly Matson | Homepage | 02.20.08 - 9:27 am | #

I don't see a difference, I guess, between our online reputation and our overall reputation. Reputation is earned, not created or controlled like a brand experience, which is what I think you're advocating here.I don't think our stakeholders delineate what they think of our company, or the actions they take as a result, by medium.
Kelly Groehler, APR | 02.20.08 - 11:33 am | #

You are correct that reputation is reputation. The online portion just happens to be a large part of it. I think some of the issue here is the difference in how you look at "earning" versus "controlling" or 'managing." A reputation is earned but it is done through managing the words and experiences that surround it; be that through sending out press releases to stakeholders that are informative and proofread or by commenting on a blog of an unhappy customer to help alleviate the situation. People and business manage reputations everyday with these different decisions they make and actions they take. It may just be that we are similarly defining earn and manage.
Holly Matson | Homepage | 02.20.08 - 12:24 pm | #

Agreed. Manage the actions and words. But I still think that online is a medium. Thanks.
Kelly Groehler, APR | 02.20.08 - 1:25 pm | #

hi

This is a wonderful opinion. The things mentioned are unanimous and needs to be appreciated by everyone.

Helen

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helen | Homepage | 04.21.09 - 6:04 am | #