Changing rules of brand reputation management
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
Today, the goal post of every endeavor is changing. This is a result of changing level of technology. The latest technology of yesterday is becoming obsolete today. Managing brand’s reputation is becoming a hard task. Strong reputation today has moved from ownership to conversation building. In the past, crisis spread within a particular space, spot and basically this makes it easier to manage. Today the effect of a crisis is viral. As it happens, the noise is everywhere. The world is now a global village. The press and the social media feed on it and it becomes exposed to every part of the world.
Before, the influence of the mainstream media was phenomenon and they were dreaded. No one gave other platforms chance. The press boys were kings. But now many corporate brands respect other platform now as if the missiles they hold can destroy their ‘Wall Trade Centres’ in few minutes. Influence of certain blogger can rock the boat.
The implication of all these is that managing brand reputation today requires multi-channel approaches and the use of multi-media is now a necessity.
It is now a must that each brand must have its own channel that is built in advance before the reputation damage begins. Over dependence on the mainstream media today will spark a fire that may not be easily quenched when there is a reputation issue to resolve.
When a brand has its own channel that is credible, respected, promoted among all the stakeholders it becomes fun to actively manage the reputation. But where there is over-dependence on a channel, the harmattan fire may spread faster than what can be handled.
Managing Brand’s reputation today demands adequate listening, socialization, participation and fast response to issues.
Each stakeholder has definite roles. The part of internal brands can not be undervalued. Ensure they know what to do and what their roles are.
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Interesting read, perhaps the best article iv’e browse today. We learn everyday cheers to you!