• Reputation Management• Data• Websays
Reputation Management
From a relaxed yearly Public Relations affair…
to a 24h. data-crunching speed-of-light business.
(Modern) Reputation Management
• Social media greatly boosts and expands the spectrum of reputation risks.
• Social media greatly accelerates the speed of the process.
• Social media breaks traditional “containment walls”:– Reputation Management– Product Development– Customer Satisfaction
• Titanic’s iceberg. More dangerous/critical than ever!
[1]
(Modern) Reputation Management
• Social media is also an opportunity to turn reputation risks into successful marketing campaigns– Public has become skeptical, hungry for genuine content and
emotion– Public is the media.
• Increasing need to anticipate, detect, diagnose, monitor...
• Big Data playing an increasing role!
(Modern) Reputation Management
Center for Global DevelopmentSwiss Re
Hugo Zaragoza
13
Size? Unknown & Growing…
“Barcelona” or “BCN” : 3-5 millions per month
Psychology, not physics!
• Data is generated by people’s mental states:– Humans generate, receive and re-send the data– Their minds judge, confirm, disregard, deny, exaggerate, etc.
• Despite much research, factors that govern this are largely unknown.
• Examples:– Models: Avalanche vs. Epidemics vs. Everyone– Fallacy of increasing evidence by dependent sources
Example: Super-Influencersvs.
“Everyone is an influencer?”
• “Social Epidemics” are far from well understood.– Is it better to hit a few very connected or many slightly
connected?– How much does the content vs. the network matter?
• Emotional factors may matter more than “number of followers”
Data Veracity? Data Impact!
• Measuring and weighting impactis more crucial than “veracity”
• Impact:– How many people saw it?
(printed)– How many cared?
(liked/disliked)– How many acted?
(share, retwit, etc.)– How many changed mental state in the least?!
Personal Online Rep. Management
• People are active PORMS:– 46% of online adults have created social profiles– 57% of internet users do PORM regularly using SEs– 38% have sought information about their friends– Young adults are most active and sophisticated PORMs. ✪
• People are gaining control of what they share– Decreasing willingness to provide home addresses, phone
numbers…– Decreasing fear. ✪
Madden, M. & Smith, A. (2010). Reputation Management and Social Media. Pew Internet & American Life Project.
Privacy and the young…Contrary to the popular perception […] young adults are often more
vigilant than older adults when it comes to managing their online identities
71% of social networking users ages 18-29 have changed the privacy settings on their profile to limit what they share with others online.
47% social networking users ages 18-29 have deleted comments that others have made on their profile
% of Social Network Site uses that said “never trust social networking sites”:
18-29: 28% 30-49: 19% 50-61: 14%Madden, M. & Smith, A. (2010). Reputation Management and Social Media.
Pew Internet & American Life Project.
Personal Online Rep. Management
Madden, M. & Smith, A. (2010). Reputation Management and Social Media. Pew Internet & American Life Project.
How often can you trust…
Madden, M. & Smith, A. (2010). Reputation Management and Social Media. Pew Internet & American Life Project.
But…many many “independent”Sources!
References
[1] Pekka Aula, 2010. Social media, reputation risk and ambient publicity management. http://www.pgsimoes.net/Biblioteca/Social_media,.pdf
[2] Robert G. Eccless, Scott C. Newquist, and Roland Schatz, ‘‘Reputation and its risks,’’ Harvard Business Review, Vol. 85, No. 2, 2007, pp. 104-114
[3] http://socialmediasorted.com/what-is-a-social-media-manager/[4] Duncan Watts, 2011.Everything is Obvious * Once You Know the Answer: How Common Sense
Fails Us. http://everythingisobvious.com/the-book/[5] http://www.slideshare.net/EmergenceMedia/social-media-reputation-management-the-why-
and-the-how-presentation/
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