Online Reputation Management: Desperately Seeking Content

The benefits of a strong online presence are many: from building relationships with your customers to being your first line of defense in a reputational crisis. The best way to develop that presence is with frequently updated content that is interesting to your customers and target audiences.

Are you in an industry that isn’t often written about? Perhaps it even seems like there isn’t much to be said about it? [Read more…]

An Image Shift for Microsoft?

Bloomberg Businessweek writes that “Microsoft Tablet Must Shed Office Image to Challenge IPad.”

Microsoft is expected to soon begin previewing a tablet. But for too long the company been associated with the workplace, and it needs to build on the entertainment bona fides it established with the Xbox if it wants to compete with Apple in the tablet market. [Read more…]

LinkedIn Crisis Highlights Big Data Challenges

When LinkedIn fell victim to hackers earlier this month, it wasn’t just the social networking site’s reputation that was at risk, but also the data and privacy of more than 6 million of its users. Nicole Perlroth’s New York Times article goes straight to the heart of the issue: “LinkedIn is a data company that did not protect its data.” [Read more…]

Harvard’s Nieman Foundation Examines Gawker

The Nieman Foundation at Harvard published this fascinating article by Andrew Phelps, which touches issues central to both old and new media. It examines Gawker’s strategy of dedicating a small number of journalists to pumping out attention (and page-view) grabbing short posts so the other journalists can focus on longer-form pieces. It may be hard to imagine, but is this a strategy more traditional media outlets could adopt to save long-form journalism? [Read more…]

When a Better Image Produces a Better Reality

A recent New York Times article on Lawrence, Massachusetts’ quest for a better reputation offers a great example of how a concerted effort to forge a better image can have a real impact on a community.

With years of high crime and unemployment as well as lackluster education and local government, Lawrence’s image has suffered so much that Boston Magazine recently called it “the most godforsaken place in Massachusetts.” Spurred by such harsh words, a group of citizens launched We Are Lawrence, a campaign to reshape the city’s reputation. Acknowledging that they “cannot put more officers on the streets,” We Are Lawrence opted instead for “small steps that might revitalize the city, fostering pride and economic development by highlighting its robust history.” [Read more…]

Case Study: CNN Signals an Image Change

With its April ratings reaching their lowest point in a decade and primetime ratings the lowest in two decades, CNN’s reputation as the best source for hard news seems to no longer be enough. But rather than adopting a reputation for partisanship like those that have helped MSNBC and Fox News attract larger audiences, the Time Warner-owned network is attempting to expand its range beyond the realm of breaking news. [Read more…]