“What You Don’t Know About Social Media CAN Hurt You: Take Control of Your Online Reputation”

by Kerry Rego

Acknowledgments

Introduction

Who Can Use This Book

Chapter 1: Your Reputation Is At Risk

• What is Reputation Management?
• Your personal reputation
• Consequences for the individual
• What a compromised reputation means for your business
• Case study: Sons of Maxwell

Chapter 2: The New Business Environment

• What is Social Media?
• The benefits of using Social Media?
• How to measure return on investment
• But you don’t need Social Media, you’re in the phone book
• Ways that Social Media will affect you whether you use it or not
• What’s the worst that could happen?
• The viral nature of a Social Media crisis
• Case study: ChapStick

Chapter 3: Obstacles, Concerns, and Solutions

• Common areas of concern
• Fear
• Our needs
• Legal implications
• Intellectual property violations
• Why you must have a communications policy
• How to deal with negative online feedback
• Why deleting negative public posts is a bad idea
• Character always wins. Also known as “The Lady Test”

Chapter 4: Strategy and Action Items

• How to get started in Reputation Management
• Action items
• Legacy and process management
• Conclusion

Chapter 5: Resources

• Books
• Blogs
• Other resources
• Sample editorial calendar
• Sample metric report

Bibliography

Kerry Rego Consulting Services

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