What will I learn about: why online promotional campaigns carry inherent risks and how inviting public engagement can quickly spiral out of your control?

Discover why online promotional campaigns carry inherent risks and how inviting public engagement can quickly spiral out of your control.

What will I learn about: Learn how unmanaged social media complaints can resurface past controversies and attract uncontrollable negative attention from mainstream press outlets?

Learn how unmanaged social media complaints can resurface past controversies and attract uncontrollable negative attention from mainstream press outlets.

What will I learn about: how the low cost and wide reach of digital platforms expose your business to highly coordinated, anonymous smear campaigns from competitors?

Understand how the low cost and wide reach of digital platforms expose your business to highly coordinated, anonymous smear campaigns from competitors.

What will I learn about: Recognize the unprecedented power the internet gives individuals and activist groups to launch viral campaigns that force massive corporate policy changes?

Recognize the unprecedented power the internet gives individuals and activist groups to launch viral campaigns that force massive corporate policy changes.

What will I learn about: the delicate balance of online crisis management by learning why you must react to emerging issues quickly, but never before gathering all the facts?

Master the delicate balance of online crisis management by learning why you must react to emerging issues quickly, but never before gathering all the facts.

Managing Online Reputation

How To Protect Your Company On Social Media

Charlie Pownall

★ 4.4 / 5(8 ratings)

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Categories:

Marketing & Sales

If You're Curious About These Questions...

You should listen to this audiobook

💡Did you know that a single post from one unhappy customer can trigger a digital "tornado" capable of destroying years of brand building in just hours?
💡Have you ever wondered why even the most successful CEOs often make critical mistakes that turn minor social media blunders into full-blown reputation crises?
💡What's the secret to building a proactive digital shield that protects your brand from viral negativity before it even starts?

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Key Takeaways from Managing Online Reputation

✓Discover why online promotional campaigns carry inherent risks and how inviting public engagement can quickly spiral out of your control.
✓Learn how unmanaged social media complaints can resurface past controversies and attract uncontrollable negative attention from mainstream press outlets.
✓Understand how the low cost and wide reach of digital platforms expose your business to highly coordinated, anonymous smear campaigns from competitors.
✓Recognize the unprecedented power the internet gives individuals and activist groups to launch viral campaigns that force massive corporate policy changes.
✓Master the delicate balance of online crisis management by learning why you must react to emerging issues quickly, but never before gathering all the facts.

Learning Tools

Reinforce what you learned from Managing Online Reputation

Mind Map

Managing Online Reputation

The New Digital Landscape+

Risks of Social Media Campaigns+

Crisis Management & Response+

Handling Stakeholders+

Quiz — Test Your Understanding

Question 1 of 8

Why did Qantas's #QantasLuxury Twitter campaign backfire?

A. The prize offered was too small to attract genuine engagement from the public.
B. Competitors hijacked the hashtag to promote their own luxury flight services.
C. Unhappy customers used the hashtag to publicly vent about the airline's past and ongoing issues.
D. The mainstream media ignored the campaign, causing it to fail to reach its target audience.

Question 2 of 8

What does the Hoi Tin Tong incident demonstrate about the nature of social media?

A. It is a highly effective tool for launching new herbal medicine products.
B. It makes it significantly easier for competitors to launch damaging, anonymous smear campaigns.
C. Companies can easily control leaked footage if they issue a press release quickly enough.
D. Mainstream media rarely picks up negative stories originating from anonymous online users.

Question 3 of 8

How did graduate student Molly Katchpole successfully pressure Bank of America to cancel their planned five-dollar debit card fee?

A. By organizing a massive in-person protest at the bank's headquarters.
B. By purchasing a large number of shares to vote against the board of directors.
C. By filing a class-action lawsuit with the help of a major non-governmental organization.
D. By using an online petition website to gather 300,000 signatures and convincing 21,000 customers to close their accounts.

Question 4 of 8

What was the critical first step FedEx's PR manager took when dealing with the viral video of an employee throwing a package?

A. Immediately issuing a blanket apology on Twitter before viewing the video.
B. Taking the time to verify the video was real and identifying the specific customer involved.
C. Firing the employee immediately to show the public they were taking rapid action.
D. Releasing a corporate blog post blaming the incident on poor weather conditions.

Question 5 of 8

What mistake did Applebee's make when handling the viral incident involving the pastor's receipt?

A. They ignored the customer's complaint entirely and publicly defended the waiter's actions.
B. They focused only on the customer's concerns and failed to anticipate the public's negative reaction to firing the waiter.
C. They waited several weeks before issuing an apology to the pastor and the congregation.
D. They publicly shamed the pastor on their official Facebook page for being hypocritical.

Question 6 of 8

According to the book, what should Elon Musk have done differently when responding to the negative New York Times review of the Tesla Model S?

A. He should have avoided personal attacks, stuck to the facts, or handled the issue privately with the journalist.
B. He should have immediately fired the PR team responsible for setting up the test drive.
C. He should have sued the newspaper for publishing a defamatory article.
D. He should have ignored the article entirely, as responding to the press always makes things worse.

Question 7 of 8

Why was Malaysia Airlines' initial social media response to the disappearance of flight MH370 heavily criticized?

A. They posted an insincere apology that attempted to blame the pilots for the disappearance.
B. They responded too quickly with inaccurate information about the plane's final location.
C. They remained silent for hours and eventually posted a press release link with no apology or statement of concern.
D. They used the tragedy to promote a new safety campaign on their Twitter account.

Question 8 of 8

Why does the author recommend that companies maintain a corporate blog?

A. It is the most cost-effective way to run advertising campaigns compared to Twitter or Facebook.
B. It prevents competitors from posting anonymous smear campaigns against the company.
C. It allows companies to give detailed accounts and provide evidence that cannot fit into short social media posts.
D. It automatically filters out negative comments from unhappy customers or former employees.