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B2B Marketing

Crisis Management: Take Control of Your Online Reputation

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Published 1/23/2013


Author: Marguerite McNeal


​Marguerite McNeal is a staff writer for the AMA’s Magazines and e-Newsletters.​

Summary

​​ 
When Goldman Sachs executive Greg Smith resigned via a frank opinion blog for The New York Times, the public caught a whiff of the “decline of the firm’s moral fiber” and the company rushed into crisis management mode. 

While social media enables consumers to praise brands and engage with companies like never before, it also allows users to post negative comments and damage public reputations with the click of a mouse. In a recent survey of B2B CEOs, 43% said that they never consider or rarely consider their social media reputations when making a business decision, according to research from Zeno Group.

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