Online behavior has a direct impact on real-world results
Representing your brand well on social media is one of the most important things you can do to protect and grow your reputation. A solid effort that catches the attention of, and engages with, stakeholders will take you far. On the flip side, if your online attitude and customer care turn people off, or if you decide to go to the dark side and manipulate using questionable methods like false reviews, you’re in for a big hit to business.
For more resources, see the Free Management Library topic: Crisis Management
[Jonathan Bernstein is president of Bernstein Crisis Management, Inc., an international crisis management consultancy, and author of Manager’s Guide to Crisis Management and Keeping the Wolves at Bay – Media Training. Erik Bernstein is vice president for the firm, and also editor of its newsletter, Crisis Manager]