Managing Reputation Online
Increasingly this broth threatens brands and corporate reputation and needs professionalism to immunise or doctor the effects of the brew.
Anyone can say and do almost anything without restraint. An uncanny knack of circumventing restraint attempted by conventional societies and a staggering ability to accept and use new technologies. Expectations of Internet users run ahead of those who stand between them and the Internet Society. Among members of the Internet Society, traditional companies have to be able to react as quickly. Creating an Internet reputation is hard for most directors of companies.
Anyone can create a Web site. Unacceptable practice attracts comment, criticism and active opposition. At the same time the Internet has become the key to commercial success. It is a place to buy and sell. Organisations now have to fight for a presence in Internet Society.
Newsgroups can be damaging and malicious comment can spread like wild fire. Interjecting a posting into a newsgroup is akin to interrupting a conversation in a pub. People dislike getting unsolicited e-mails. To be effective, you have to use the right netiquette.