Reputation Management for New Media Survey – How ready are you?
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations.
Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011).
His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.
Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.”
Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.
Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.
Paul, I love this topic. In reputation management, brands need to make sure they are not listening to the loudest person in the room. Reputation engagement is an approach that companies should take i.e. understanding who is positively and negatively engaging with the brand rather than understanding those that are simply talking/shouting about the brand.
With the volume of user generated content being created on the web, reputation management can turn into reputation mismanagement as companies focus on the wrong constituents i.e. the shouters.
Thanks for the comment Dan
one of the things I think we all have to keep in mind about the volume of UGC is – when does it surpass/overtake marketers and how soon do we become “white noise”?
I think that calls for marketers to have really clear and simple messages since the time given to any individual message is shrinking
Hi Paul
wow what an interesting survey and very interesting findings. I was a bit surprised by them.
By the way, Dell is first and foremost in the b2b space (80%+ of our revenue) although the B2C space often has more “exposure” and the two are obviously linked.
Richard
that is a big compliment coming from you – thank you
I didnt know you guys were that big in B2B
Mr Dunai,
I’ve read your Reputation Management for New Media Survey with great satisfaction. That’s how I was introduced to LinkedIn in the first place. Your comments were enlightening 🙂 Thank you.
Thanks for a very insightful study. The one major thing missing is a disclosure of who you asked and how big the sample size was. It kind of undermines the validity of the entire report!
Citando un articulo de Paul Dunay.
http://www.2cero.com/blog/index.php/people-top-y-la-encuesta-sobre-reputacion-online/
I think that too many companies overlook the importance of strengthening their already positive reputations against future threats.
While today you may have the first two pages in search results filled with praise, what happens when a dissatisfied customers happens to be a powerblogger with a very strong (search engine wise) blog that can outrank the majority of that positive content?
Had you been proactive with link development campaigns or creating even stronger, more optimized content to fill the top spots you can effectively lock-out negative content from surfacing.
We simply call it reputation protection at Brand Titan.
Great work…
Outstanding presentation…..
Regards,
SBL – Video tagging
Hi, Paul!
Interesting survey. I have one question: why do companies need to focus also on blog policies, taking in consideration that 99% of the employees sign a contract which includes also a confidentiality or privacy clause/act?
@ Timeea – WOW what a great question … the answer is … Common sense is not that common!
I totally agree with the underpinnings of your question but the fact is sometimes people need to be reminded – in writing.
In my new role at Avaya I helped to re-write the guidelines and resent them to the 73 people we have in SM Marketing.
Now with the new FTC (full disclosure) rules things might become a bit more sticky and more people may need to be reminded
Thank you for answering, Paul! I agree with you, some stuff must be made even more clear and constantly reminded…in WRITING 😀 Your posts are very interesting, I will continue to follow your blog.