By Larry Weber
"Larry Weber has made a big contribution to aiding any chief know the way to control and safeguard recognition in a electronic international. The impacts on acceptance have spun uncontrolled, and this e-book is a hugely actionable method of stream from reacting to dealing with certainly one of each organization's most crucial assets."—Michael E. Porter, Bishop William Lawrence college Professor, Harvard company School"In Sticks and Stones, Larry Weber offers a compelling examine the demanding situations of shielding company popularity in an international the place corporation details can go borders and achieve momentum immediately through the net. Drawing on his willing eye for communications developments, Larry bargains useful suggestion for navigating this ever-changing surroundings. company leaders will be clever to include his counsel."—Ron Sargent, Chairman and CEO, Staples, Inc."Businesses now not keep watch over their manufacturers. At top, they could impression the groups of components who debate, form, and refine their definition of what the logo capacity to them. sellers and company executives can faucet into those conversations to shape exceptionally wealthy and lasting bonds or let themselves to be rolled by way of them. Larry Weber understood this dynamic lengthy earlier than such a lot commu-nications concept leaders. In Sticks and Stones, he supplies not just bountiful examples of the easiest and worst practices in recognition administration, but in addition sensible suggestion that any chief can use to appreciate and form recognition during this complicated new international. it is a must-read e-book for the fashionable marketer."—Paul Gillin, writer, the recent Influencers and secrets and techniques of Social Media Marketing"In trendy interconnected international of social networking, 24/7 running a blog and Twitter, a company's livelihood is based, in huge degree, on its skill to construct a credible on-line presence. Sticks and Stones is a must-read for any chief in enterprise, academia, or politics who desires to in achieving and continue a 21st-century, on-line aggressive advantage."—Deborah Wince-Smith, President, Council on Competitiveness
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Additional resources for Sticks and Stones: How Digital Business Reputations Are Created Over Time and Lost in a Click
Sample text
0 has really enabled an entirely new multi-purpose communications medium which LeBrun dubs “the social phone” since customers can now call out to your company from whatever social platform they are using. ” It is as important now as any other communications medium. Influence and Overlap One more fee-based service I want to mention is TNS Cymfony, which tracks and aggregates both traditional and social media influences. Jim Nail, the chief strategy and marketing officer, explains that different sources of information—individually and in combination—can influence people’s perceptions of a brand or firm at different times.
Its problem was that it only had about a 10 percent share of serious runners, who typically buy their shoes in specialty running shops. To build its reputation among those customers, it introduced Nike+, which involves a line of shoes, a custom-built chip, the web site, and the customer’s own Apple iPod nano. “Nike Plus is not just another product aimed at improving the cushioning of the footwear,” said Matt Powel, an analyst at SportScanInfo, an athletic-footwear research firm. ” It gives Nike—and runners—something to talk about.
If you are Chick Edwards, people will form one impression. If you are Warren Buffett, people will, it’s fair to say, form another. Your reputation is your good name, and as you live these days, dropping nuggets of information as you go (a blog, an Amazon review, a court appearance, a letter to a magazine editor), someone can retrieve the nuggets easily to judge you as a potential employee, accountant, lawyer, consultant, or developer. A small business may not be able to spend as much on earning, protecting, and defending its digital reputation as a major corporation, but it does not have to.