Reputation strategy and analytics in a hyper-connected world / Chris Foster.

Format:

Book

Author/Creator:

Foster, Chris, 1962- author.

Language:

English

Subjects (All):

Corporate image.

Communication in management.

Physical Description:

1 online resource (154 pages)

Edition:

1st edition

Place of Publication:

Hoboken, New Jersey : Wiley, 2016.

Language Note:

English

System Details:

text file

Summary:

Reputation management techniques that work amidst the unceasing flow of information Reputation Strategy and Analytics in a Hyper-Connected World is a complete guide to corporate communications and reputation management. Covering a range of scenarios from ideal to catastrophic, this book provides a clear blueprint for preparation, execution, and beyond. The discussion focuses on data-driven, evidence-based strategies for the modern digital economy, providing actionable frameworks, practical roadmaps, and step-by-step blueprints for deploying advance analytics, predictive modeling, and big data techniques to successfully manage communications and reputation. You'll learn how the right tools and people get the job done quickly, effectively, and cost-effectively, and how to identify and acquire the ones you need. Coverage includes the latest technology and cutting-edge applications, bringing you up to speed on what excellence in communications can realistically be. We live in an age of interconnectedness and transparency, and information travels at the speed of light to reach nearly every corner of the globe. This book shows you the key strategies and operational tactics required to respond successfully to financially damaging assaults on your company's reputation. Execute world-class corporate communications Prepare for best- and worst-possible case scenarios Manage organizational reputation in the digital economy Pick the right team and the right tools to get the job done Stories, rumors, lies — there is no safe haven. Big data, cloud, and mobile technologies are fueling a perfect storm of immense proportions, overwhelming the capabilities of organizations and individuals attempting to manage their brands and reputations when hit with damaging information or harmful stories. Reputation Strategy and Analytics in a Hyper-Connected World shows you navigate the never-ending information stream to keep your company out of the undertow.

Contents:

Intro

Reputation Strategy and Analytics in a Hyper-Connected World

Contents

Acknowledgments

Introduction

Brand Does Not Equal Reputation

Reputation Strategy: The Proof of a Successful Brand Management Program

A Delicate Balance of Multiple Inputs

New Tools for Extracting Value from Streams of Data

Reputation Exists in a Complex Communications Ecosystem

Prediction Is Key to Better Outcomes

Reputation Is Not a Momentary Phenomenon

Don't Try This at Home

Net Takeaway

Chapter One Welcome to the Networked Ecosystem

Changing the Culture

The Digital Revolution Has Rewritten the Rules

Collaborating, Crowdsourcing, and Co-Creating

Constant Change Is the New Normal: Welcome to the "Always On" Era

Dynamic Engagement versus Traditional Communication

Applying the ER Model to PR

Consider the Communication Ecosystem

Follow the Conversation-Wherever It Goes

Time Is Not on Our Side

Go with the Data? Not Always . . .

Four Common Mistakes

Note

Chapter Two Progress through the Revolutionary Storm: Why Data Science Matters

Taking an Iterative Approach

Not a Replacement for Good Judgment

Blending and Observing Data in Real Time

Combining Data Science and Behavioral Economics

Break Down the Silos

Overcoming Big Data Fatigue

Chapter Three The Digital Media Revolution Creates Completely New Business Models

Relational versus Transactional

Chapter Four Breaking the Branding Sound Barrier: The Role of Reputation Strategy

The Dark Matter of Marketing

Why Reputation Matters

Building Reputation over Time

Boots on the Ground

Chapter Five Reputation and Your Brand's DNA

New Times Demand New Ideas

Put Your Best Foot Forward

Customers Reward Brands That Share Information

Chapter Six The Economics of Reputation.

Reputation: An Asset of Increasing Value

A Competitive Factor

In Pursuit of "Perfect Information"

Who Owns Reputation?

Reputation, Risk, and Creating Opportunity

Chapter Seven Co-Creation Is Essential for Aligning Brands and Customers

Relationships Still Matter

Shared and Aligned Values

Have We Reached the Summit?

The Realm of Reverse Marketing

It's Not a Race-It's a Dance

Don't Forget about IT

It Isn't Easy Being Transparent

Chapter Eight The Data Safety Net: Leveraging Evidence in the Midst of Crisis

Word of Mouth versus Digital Listening

Understanding When a Message Resonates

Chapter Nine Reputational Partnering

Developing an Objective Process

Partnerships Are Essential

Employee Engagement

Generating Value for All Parties

Chapter Ten The Reputation Culture

Focus on the Customer Experience

Back to the Future?

A/B Testing and Randomized Controlled Trials

Managing Change

Chapter Eleven The Reputation Payoff: The High Stakes of Crisis Leadership

The Crisis Never Reads Your Plan

Dealing with the Psychology of Crisis

Notes

Chapter Twelve The Future of Reputation Strategy

What Next?

Conclusion

Recommended Reading

About the Book

Meet Our Experts

About the Author

Index

EULA.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781119212713

1119212715

9781119212706

1119212707

OCLC:

952933462