Posts Tagged ‘online reputation’

Protecting your brand on Twitter is just one part of good crisis preparation

We talk about Twitter in the context of crisis management quite a lot on here – mostly because it’s a good way of getting people to visit our blog (fact: posts with “Twitter” in the headline average around three times the readership of our next most popular group as of writing this).

However, when it comes to practical applications, much of the world seems to be still coming to grips with what companies can actually use Twitter for, at least according to the moderator of this week’s Frontline Club meeting (yes, yes, we all know it’s fabulous).

What we do know is that like any other online activity, Twitter isn’t immune to hackers. In his post Is your brand protected on Twitter?, fellow Hill & Knowlton blogger, the irrepressible Dan Leach, gives a number of tips to help you get the basics right for your corporate (and personal) Twitter accounts.

The security of your Twitter account should be as important to your company’s Twitterers as the login details for their computers.

Escalating a crisis, 140 characters at a time

In an article last month published in Communicate, Hill & Knowlton’s own Peter Roberts made the following point:

…social media does two things incredibly well: “The first is creating an environment where people can communicate one-to-many, instantly. The second is the observer’s view of a conversation. Thanks to social media, we can now watch a conversation unfold.”

In his Telegraph.co.uk blog today, Head of Technology (Editorial) for Telegraph Media Group, Shane Richmond, highlights some of the issues that this phenomenon represents – particularly when you or your organisation become the subject of the conversation in the context of Twitter.

This raises an interesting question for communicators, and particularly with respect to crisis management. Do these increasingly transparent (if not voyeuristic) forms of communication mean we’re facing a different type of crisis? Our Canadian colleague, Brendan Hodgson, shares his views. Ultimately, the principles of crisis management should remain the same, but the emphasis on speedy and transparent response is more pronounced than ever.

Online reputation management

Further to yesterday’s post about managing online rumours, here’s a great column we read recently on the Financial Times website (you may need to register to read this – it’s ok, registration is free and well worth the 3 minutes it will take). As our team of Digital specialists here at Hill & Knowlton constantly remind us, online reputation management means recognising that you’re now stuck in a conversation. You can’t dip in and out like you do with the media agenda. It’s like the difference between channel surfing and a family dinner.