They’re talking about you: Some thoughts about managing online commentary affecting corporate reputation

The management response may be pre‐emptive or consequential, but essentially it is limited to six options, which may be supported by protocols prepared for timely response.

Abstract

Corporate reputation managers need to put new systems in place to permit timely and appropriate response to the increased level of comment on significant issues that the Internet enables. Collecting the commentary is a preliminary step only. Most of public commentary is on the World Wide Web or in usenet. The originator’s choice of medium is revealing of their objectives and motivations. The management response may be pre‐emptive or consequential, but essentially it is limited to six options, which may be supported by protocols prepared for timely response. The key factors in protocol design are indicated. The need for systematic response mechanisms will increase in future, as the capacity of the Internet to foster debate and create issues is predicted to develop further.