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

by Kerry Rego




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


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