オンライン世界における企業の評判 Sticks & Stones : How Digital Reputations Are Created over Time and Lost in a Click

オンライン世界における企業の評判<br>Sticks & Stones : How Digital Reputations Are Created over Time and Lost in a Click

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オンライン世界における企業の評判
Sticks & Stones : How Digital Reputations Are Created over Time and Lost in a Click

Weber, Larry

ウェブストア価格 ¥4,834（本体¥4,395）
John Wiley & Sons Inc（2009/07発売）
外貨定価 UK£ 16.99
ポイント 43pt

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製本 Hardcover:ハードカバー版／ページ数 226 p.
言語 ENG
商品コード 9780470457382
DDC分類 659.202854678

基本説明

The book shows how business reputations are built - and destroyed - online in today's wired world. The author explains the new rules of online reputation building.

Full Description

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.

FOREWORD Mark B. Fuller. PREFACE. PART I DIGITAL WORLD, DIGITAL REPUTATION. CHAPTER 1 Your Digital Reputation in World 2.0. CHAPTER 2 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. 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.