June 18, 2008
These NewsBriefs are produced and delivered weekly by
Attainium to keep our friends and clients
current on topics relating to Business Continuity, Disaster Recovery and Crisis Management.
Everything your organization does - from launching a new product, service, or promotion to responding
to queries and complaints - helps define your reputation, which, in turn, has an impact on your bottom line.
With the advent of the Internet and social media, reputation has become harder to control. In fact,
managing your reputation can be a critical job that shouldn't be ignored. This week's articles discuss ways
in which you can help to prevent damage to your reputation.
Successful organizations are aware of the importance of reputation.
(Item #1)
Professional services firms need to carefully guard their reputations.
(Item #2)
Do you know how to avoid the reputation pitfalls of social media?
(Item #3)
Not everyone agrees that reputation management practices are fair; what's viewed as Web-savvy to some
is seen as unfairly manipulating search results by others.
(Item #4)
You should be preparing now for any potential reputation crisis.
(Item #5)
Recent research shows these non-financial factors of corporate reputation can account for
a significant percentage of a company's value in today's environment.
(Item #6)
As always, we look forward to hearing about your concerns
with regards to business continuity. If you have a topic
you'd like to see covered, please email me at
[email protected]
Best Regards,
Bob Mellinger
President
Attainium Corp
Quote of the Week
"It takes 20 years to build a reputation and five minutes to ruin it.
If you think about that, you'll do things differently."
- Warren Buffett -
Articles
1. Online Reputation Management
For business leaders, it is vitally important to actively listen to what is being said online,
even if messages are negative. Listening creates the opportunity to take action and resolve internal
problems or deal with malicious information, both of which can negatively influence your brand image
and your corporate reputation.
http://www.sempo.org/learning_center/articles/ElixirSystemsOnlineRepMgmt.pdf
2. Balancing Life and Practice: Reputation Management
Integrity and reputation are the only real assets held by partners in professional services firms;
when one is lost, everything else follows, as Andersen fatally discovered with the recent Enron debacle.
For that reason, every firm must develop a plan to prepare for the day its corporate integrity-or that
of its professionals-is threatened.
http://www.lexisone.com/balancing/articles/110003a.html
3. Nine Essential Tactics for Reputation Management in Social Media
Many organizations are concerned about the potentially negative results and are afraid
of user-generated negativity, so they fear venturing into social media channels. If you're among them,
here are some valuable lessons for any search marketer thinking about using social media as a lever
for reputation management.
http://searchengineland.com/080313-145131.php
4. Online reputation management is hot -- but is it ethical?
Executives are waking up to how the Internet can be used as an early warning system to alert them
if their company's brand names and reputations are at risk as a result of a product defect, a disgruntled
customer's blog rant or some other looming crisis. Some executives, however, aren't fully convinced
this is going to work.
http://www.computerworld.com/action/article.do?command=viewArticleBasic&articleId=9060960
5. Online Reputation Management Requires Cabinet War Rooms
In many cases, a reputation management campaign can take months to complete. Addressing underlying
issues and replacing negative content with more favorable pages takes time. But by being prepared ahead
of time for a reputation management crisis, you can cut down that time considerably,
and get more immediate results.
http://searchenginewatch.com/showPage.html?page=3628700
6. Reputation is Now a Tangible Measure of Corporate Value
While traditional measures of success -- revenue growth, earnings per share,
EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization), return
on invested capital, and dividends -- remain important, non-financial factors such
as management quality, governance, brand equity, ethical leadership, corporate citizenship,
and responsible marketing have become increasingly vital. These non-financial factors, taken
as a whole and blended with business performance, constitute "corporate reputation."
http://www.apcoworldwide.com/content/newsroom/newsletter/2003-summer/reputation.cfm
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