Managing Reputation Online
Increasingly this broth threatens brands and corporate reputation and needs professionalism to immunise or doctor the effects of the brew.
Every company has employees with access to the Internet. Many employees have personal access to the Internet. Every aspect of the company is open to comment by anyone. Need for a completely new way of thinking about mission, strategy, internal motivation and communication. Internet adds the dimension that the company will need to protect its stakeholders from the effects of the disaffected. Need to implement company wide belief in corporate mission, standards and objectives. To have an effective outward presence, managers need to look inside their organisation to secure commitment among their own stakeholders.
Information in the public domain but not ordinarily available to citizens who don't know how or where to look. By combining information with a network that distributes the information, it becomes possible to provide a citizen's guide financial inducements of politicians. This is a legitimate activity and especially so for people in public life. If it was applied to the non-executive chairmen of companies or even the corporate affairs directors of corporations, would it be an infringement of their civil liberties? This kind of behaviour falls within the realm of cyber stalking. Where to draw the line is an issue. It is not difficult to find out information about people. Information about employees can appear in web sites. The protection of employees, and in particular employees whose reputation is valuable to the company is a matter of reputation management.
Email is a favoured medium for cyber tormentors. Employees do not have to take any direct action to put themselves at risk. There are a lot of helpful tools and support groups. Finding out who is the perpetrator of malicious content is usually not too difficult.
World Wide Web has arrived as a viable investment tool. Four out of five investors report that they now access corporate information via the Web. In a period of 24-hour, global trading, and corporations must be complete in any statement they issue. Global brokers, traders, analysts and fraudsters are now active in every form of information provision and communication channel on the Internet. A high proportion of investing netzines already have a full service broker, a significant number use on-line brokerage services to read the research reports. The conventional rules apply very lightly. Investor Relations managers now need to be of the Internet Society. Closer attention is needed to the promotion of capitalism, investing , information, and interactivity, on financial pages.