Archives For #SocialSM

It’s a sad fact that reputation management literature largely deals with the defensive aspects of the issue, such as responding to attacks and crisis management. But how about working ahead and being proactive in establishing solid goodwill between the company or institution you represent and its clients and stakeholders? Goodwill, after all, is capital that can be leveraged towards your objectives and mobilized in times of crisis. One of the keys to this in the 21st century, especially online, is tapping into the Gift Economy. Continue Reading…

Despite the title, I am not sending out this post just to be a shit disturber (though it is a role I have embraced with enthusiasm in the past). What I intend to do here is to provide a much needed reality check on the limits of online reputation management. Most articles on reputation management and digital branding focus on the form and quality of online corporate communications. However, even a seasoned communications professional will secretly admit that the best approaches only go so far when a client’s business practices, or core business itself, are widely viewed as problematic. Continue Reading…

As corporations adopt a peer to peer medium, they slowly learn that the multitudes out there are seeking interactions with other humans or, at the very least, interactions with a human quality to them. This, of course, is awkward for a large company that must speak for all of its employees with a single voice. It would be much more natural, and powerful, if corporate employees, each with their own social accounts, were to actively represent the corporate brand each through their own personal interactions online. Now, hold on there! You might say…This is a control crisis if ever there was one! And indeed there are concerns to address. Continue Reading…

The #Social Survival Manifesto is full of good advice that is, unfortunately, hard to apply in the workplace. At the time of writing, many of the prescriptions within are sure to generate conflicts with the different departments that compose the corporate communications machine. This next principle for managing online trust and credibility is sure to ruffle feathers in the marketing department and with all the talent they have hired to give the brand a stunning presence and a commanding voice. Essentially, Principle #7 proclaims that the appetite for persuasion has all but disappeared in networked society. To win hearts and minds on social media, marketers will have to drop the hard sell, copywriters will have to shelve their witticisms, and designers will have to learn to embrace drabness, to some extent. Continue Reading…

As the new practices of social branding and content marketing start to enter the mainstream, a lot of space is given to the search for the elusive ‘influencer‘ and the even more elusive ‘brand ambassador‘. In online marketing literature, these valued personae are presented as instruments for delivering larger audiences to the client. Influencers and ambassadors, it is said, are gateways to communities of peers as their endorsements and reiterations of brand content will be listened to and trusted while those broadcast direct from the brand will not. Quality time spent listening to, flattering and seducing these two audience segments is the 21st century twist on the old ‘push’ model, only now it is called ‘influence marketing’ instead.

As an inveterate contrarian, I would like to propose a different and counter-intuitive model for influence marketing: The active pursuit of engagement with those who hate youContinue Reading…