Sticks and Stones

How Digital Business Reputations Are Created Over Time and Lost in a Click
1. Auflage 2009
ISBN: 978-0-470-45738-2
Verlag: John Wiley and Sons Ltd

Buch, Englisch, 240 Seiten, Format (B × H): 163 mm x 235 mm, Gewicht: 431 g

The new rules of online reputation building-from PR guru Larry Weber

In today's wired world, business reputations are built-and destroyed-online. Social networking, citizen journalism, and instant information have made the consequences of a bad reputation even more devastating than ever. Today, a good reputation online is a company's most valuable corporate asset. Sticks and Stones shows business leaders how to build and maintain reputation equity in the new online environment. Reputation equity is the sum total of the positive impressions that a company or product makes on customers, communities, and stakeholders. In Sticks and Stones, online marketing and PR guru Larry Weber explains how to build reputation equity through online publicity, organizational moral purpose, and strong business relationships. The stronger a company's reputation equity, the easier it will be for that company to overcome negative impressions online-whether they come from news sources, bloggers, or anyone else online.

Larry Weber (Boston, MA) is the founder of WeberShandwick, the world's largest PR agency, with 75 offices around the world. He is cofounder and Chairman of the Massachusetts Innovation & Technology Exchange, the world's largest online advocacy organization. He is also the author of Marketing to the Social Web (978-0-470-12417-8), from Wiley.

Autoren/Hrsg.

Weber, Larry

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

FOREWORD Mark B. Fuller.

PREFACE.

PART I DIGITAL WORLD, DIGITAL REPUTATION.

CHAPTER 1 Your Digital Reputation in World 2.0.

CHAPTER 2 Psst--Want to Know Who's Talking About You?

PART II SHAPE YOUR REPUTATION.

CHAPTER 3 Building Reputation: Start a Dialogue.

CHAPTER 4 Building Reputation: Something to Talk About.

CHAPTER 5 Building Reputation: Where to Be on the Web.

CHAPTER 6 This Means New Roles, New Jobs for Every Organization.

PART III IT'S ALL ABOUT YOU (AND YOUR FIRM).

CHAPTER 7 Click--Your Personal Reputation at Stake.

CHAPTER 8 Can a Small Business Build a Big Digital Reputation?

CHAPTER 9 Big Business, Big Digital Rep.

PART IV TOOLS AND TACTICS.

CHAPTER 10 The YouTube Juggernaut.

CHAPTER 11 How to Respond to Negative Comments, Gripes, and Crises.

CHAPTER 12 The New Craft of Public Relations.

CHAPTER 13 Reputation Lessons from the Obama Campaign.

CHAPTER 14 The Future of Digital Reputation.

ACKNOWLEDGMENTS.

NOTES.

INDEX.

Über Autor(innen)

Larry Weber leads W2 Group, a next-generation ecosystem of marketing service companies that help CMOs in their new roles of content aggregators and community builders. W2 Group companies include Racepoint Group, a global public relations firm with special expertise in digital media relations; Digital Influence Group, a social media marketing agency; and Two Martinis, a branding firm that aligns brand vision and customer experience in a social media world. Earlier in his career, Weber founded Weber Shandwick, the largest public relations agency in the world. He is also cofounder and chairman of MITX, the world's largest online advocacy organization,and the author of Marketing to the Social Web.