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Industry News    Reputation Management    Paul Dunay: Reputation Management for New Media...

Paul Dunay: Reputation Management for New Media Survey - How Ready Are You?


Print - FPinfomart - Newstex Blogs - Thursday July 3rd, 2008


One of my goals this year was to do a study on reputation management. As we all factor in the effects of new media on our brands, I felt this was a topic with long-lasting appeal to every marketer.

My hypothesis going into the creation of these questions was that B2B marketers (including yours truly) just aren't adequately prepared for an online reputation crisis. Dell wasn't, Wal-Mart (NYSE:WMT)wasn't. If those big B2C brands weren't ready, I was betting we weren't ready either. And I was right!

To be totally transparent with you, I wasn't surprised by many of the responses to my survey. The bulk of you are monitoring your reputation in some way, shape or form. But are you poised to respond in the case of an online reputation crisis? 55% admitted you weren't.

Perhaps you need stronger guidelines in place, like a blogging policy. Two- thirds of respondents don't have one!

Many of you are do-it-yourselfers when it comes to monitoring your reputation. Is that perhaps because your company hasn't made this a strategic priority? 53% admitted it wasn't a strategic priority for you "" yet!

My goal here is to give you the state of the union when it comes to monitoring reputations online. This data is bound to change, so I hope I get you thinking of ways to close the gap with your organization's reputation!

Click here to download the free research report

Special thanks to my sponsors "" Trackur.com, run by the renowned Andy Beal of the blog MarketingPilgrim.com, and Marketing Profs' equally renowned Ann Handley for their support on this survey.

This article and summary was retrieved from online electronic sources using keywords setup within dna13's media and market monitoring software. dna13 offers on-demand, communications and stakeholder management software designed to help PR professionals manage, monitor and measure their outreach, relationships and corporate reputation. The web-based solution helps you organize your communications workflow around the campaigns and issues you.re tracking, for synchronized management 24/7 and around the globe. The automated media monitoring function lets you define unlimited search terms as it scans the largest collection of TV, print, Internet and blog media content available electronically, bringing full text and video direct to your desktop. No more ordering broadcast clips. Instead, click a button and watch a clip stream on your computer. Real time alerts on breaking news, and comparative keyword analysis of markets, mediums and outlets . even competitor coverage, puts you in a position for agile reaction. Create campaign outreach and media analysis reports with our integrated Clip Book publishing wizard and share electronically with your stakeholders and team members in multiple formats.

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