Radically Transparent: Monitoring and Managing Reputations OnlinePaperback
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- Publisher: John Wiley & Sons Ltd
- Format: Paperback | 378 pages
- Dimensions: 188mm x 232mm x 28mm | 599g
- Publication date: 4 March 2008
- Publication City/Country: Chichester
- ISBN 10: 0470190825
- ISBN 13: 9780470190821
- Sales rank: 751,280
The explosion of social media blogs, social networking sites, and video sharing sites has ushered in a new era of digital transparency that puts the power to enhance or destroy a reputation in the hands of the consumer. This timely and practical book shows you how to harness the power of social media with crucial, proven tactics and strategies for every phase of online reputation management. Using step-by-step instruction and tested techniques, the expert authors unveil a detailed blueprint for building, managing, monitoring, and repairing your reputation.
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Andy Beal is a consultant and one of the world's most respected experts in online reputation monitoring and management. He has worked with Motorola, Lowe's, Quicken Loans, NBC, GlaxoSmithKline, and SAS. Founder of the award-winning Marketing Pilgrim blog (marketingpilgrim.com), Beal has been featured in Dow Jones , Washington Post , and BusinessWeek . He is a frequent speaker at such trade shows as Search Engine Strategies and Direct Marketing Association, has published more than three dozen articles, and has been featured in The Wall Street Journal , Washington Post , and BusinessWeek . Dr. Judy Strauss is a consultant, international speaker, former entrepreneur, and previous marketing director of two companies. She is an award-winning author of 11 books and numerous scholarly articles on internet marketing topics. She coauthored E-Marketing , the first textbook on internet marketing. She currently teaches e-marketing, communication, and strategy topics to MBA and undergraduate students at the University of Nevada, Reno. She has won numerous awards for teaching, writing, and entrepreneurial activities.
Back cover copy
People Are Talking About You Online What are they saying? How do you find out? How do you respond? And how can you use the conversation to your benefit? The explosion of social media--blogs, social networking sites, video sharing sites--has ushered in a new era of digital transparency that puts the power to enhance or destroy a reputation in the hands of the consumer. This timely and practical book shows you how to harness the power of social media with crucial, proven tactics and strategies for every phase of online reputation management. Using step-by-step instruction and tested techniques, the expert authors unveil a detailed blueprint for building, managing, monitoring, and repairing your reputation. They detail important public relations, search engine optimization, research, and online content creation strategies and provide a seven-step action plan so that you can develop the skills necessary to monitor and manage your reputation. You'll learn how to: Navigate the new rules of engagement in a transparent world Define who you are and develop your personal or corporate brand Create positive PR buzz with your online content Gain visibility in web search results and harness SEO tools Understand the pros and cons of e-mail before you hit "Send" Use the latest Internet tracking methods and understand how information spreads online Apply solid strategies for reputation repair when things go wrong This is sure to become the definitive guide for members of any company or group who want to join and shape the often brutally honest conversation across social media about their brands, products, and people." --Tom Giles, Editor, Technology & Science, "BusinessWeek.com" This is an indispensable guide to managing your reputation online. With compelling case studies and tools to use right now, it's a must-read and a surefire wake-up call!" --Dr. Leslie Gaines-Ross, Chief Reputation Strategist, Weber Shandwick Radically Transparent illuminates a path that leads to an engaging conversation with your customers. Read this book so that you can participate, measure, and influence what others are saying about you." --Bryan Eisenberg, "Wall Street Journal" bestselling author of "Waiting for Your Cat to Bark?" Branding has evolved from a one-way monologue to a two-way conversation. It's vital you know the strategies needed to join the conversation and build your radically transparent reputation." --John Battelle, national bestselling author of "The Search" One of the best written books I've seen on a vitally important topic: the underbelly of transparency in the age of Google. How do you control your digital identity when everything is findable online? Read this engaging book for practical, persuasive answers." --Debbie Weil, author of "The Corporate Blogging Book" In this new world of instant connection and networked customers, understanding what people are saying about your company, your products, and your competitors is vital for business success. Reputations, like trust, are built over time, but can be destroyed in an instant. Follow carefully what this book says--the career you save might be your own!" --David L. Sifry, founder and Chairman, Technorati, Inc.
Table of contents
Foreword. Introduction. Part I: Understanding Your Online Reputation. Chapter 1: Your World Is Now Radically Transparent. Chapter 2: You Don't Own Your Company's Reputation. Chapter 3: Developing Your Personal Brand. Chapter 4: Navigating the New Rules of Engagement. Part II: Building Your Radically Transparent Reputation. Chapter 5: The Art of Generating Buzz. Chapter 6: Managing Your Reputation with SEO. Chapter 7: Using Multimedia Content to Engage Your Audience. Chapter 8: Writing Engaging Text. Chapter 9: The Power of Blogs. Chapter 10: Social Networking. Chapter 11: Your Online Activities: You Are What You Do. Part III: Monitoring, Repairing, and Planning your Online Reputation. Chapter 12: The Importance of Reputation Monitoring. Chapter 13: Monitoring Your Online Reputation. Chapter 14: Repairing Your Online Reputation. Chapter 15: Seven-Step Action Plan. Index.