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The Use of New Media for Creation and Preservation of Online Reputation Ayten Görgün Smith Ph.D. Kadir Has University 2.Uluslararası İtibar Yönetimi Konferansı 3-4 Ekim 2013, İstanbul
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The Use of New Media for Creation and Preservation of Online Reputation Ayten Görgün Smith Ph.D.
Kadir Has University
2.Uluslararası İtibar Yönetimi Konferansı 3-4 Ekim 2013, İstanbul
The Use of New Media for Creation and Preservation of Online
Reputation
Ayten Görgün Smith Ph.D.
2 The 2nd International Reputation
Management Conference 10.10.2013
The Value of Good Reputation
• We all want to have a good reputation.
• Desire to be well thought of.
-Personal
-Organisations
-Governments
-Conturies
3 The 2nd International Reputation
Management Conference 10.10.2013
Definiton and Dimensions of Reputation
• Reputation (Trust, integrity, honesty and consistency).
• Dimensions of Reputation (Reputation comes from being good and/or being known).
4 The 2nd International Reputation
Management Conference 10.10.2013
7 Areas
• Products and Services
• Innovation
• Workplace
• Governance
• Citizenship
• Leadership
• Performance
(Products-Services).
10.10.2013
The 2nd International Reputation Management Conference
5
Reputation Management
• Metric of success that the organisations tries.
• Classical mantra of maximising shareholder value.
6 The 2nd International Reputation
Management Conference 10.10.2013
As an Individual
• Do a good job
• Be open to change
• Be straight with others
• Be financially prudent
• Do the right thing and
• Play a useful role in society
10.10.2013 The 2nd International Reputation
Management Conference 7
Aspects of New Media
• The good (2.8 billion internet users in March 2013, almost 40 % of the worlds population).
• The bad (security, truth, identity, privacy, permanency, regulation).
• The search engine (Google, over 85 % of the search engine market, handles over 87 billion search requests per day).
10.10.2013 The 2nd International Reputation
Management Conference 8
The Role of New Media and Reputation in Choice Making
• Nil financial cost
• Up to date and global
• Range of data available
• Learn about the organisations
• Reviews
• Product in action
• Feedback
• Insight views
• Chat rooms
10.10.2013 The 2nd International Reputation
Management Conference 9
Decisions
• Purchase decisions
• Hiring decisions
10.10.2013 The 2nd International Reputation
Management Conference 10
Implications of New Media for Reputation Managers
• Finding out
• Experience
• Building up our own knowledge
10.10.2013 The 2nd International Reputation
Management Conference 11
Impications
• Reputation Matters
• Reputation Steers Searches
• Reviews and Feedback Matter
• Scale
• Search Rank Matters
• News Travels Fast
10.10.2013
The 2nd International Reputation Management Conference
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Online Reputation Management
• Submitting online press releases
• Publishing original, positive websites and so on
• Getting mentions • Viral videos • Proactively responding to
public criticism • Joining collaboration • Asking sites to take down
incorrect information
• Making Legal challenges • Providing free products • Setting up shop • Using spam bots • Creating fake blogs • Posting positive reviews • Posting false reviews
10.10.2013 The 2nd International Reputation
Management Conference 13
Ethical Considerations
• “For every person who has moved on after an honest mistake there are others trying to cover up shady behavior or hide the truth."
10.10.2013 The 2nd International Reputation
Management Conference 14
Rules for Ethical Online RM
• “Be more concerned with your character than your reputation, because your character is what you really are, while your reputation is merely what others think you are.”
10.10.2013 The 2nd International Reputation
Management Conference 15
Thank you!
0 532 285 49 71
10.10.2013 The 2nd International Reputation
Management Conference 16
