A successful hashtag can generate a huge amount of positive publicity and brand awareness if executed correctly. But if it goes wrong – it can generate even more publicity for all of the wrong reasons and alienate potential customers. Is it just the luck of the draw whether it succeeds or fails or is there a clear strategy that works?
Regardless of the business, chances are its online presence contributes to the company’s success in some way. In the last few years, constant algorithm changes have kept companies on their toes – trying to keep up with the shift in focus of what Google is looking for when it decides where to rank you.
Reputation continued to move higher on the marketing agenda for companies last year, but for a number of big brands, it wasn’t a high enough priority and they suffered disastrous consequences. I take a look at the top 10 reputation crises of 2015 and where these brands went wrong.
Fortune 500 company General Electric (GE) recently admitted that a failed partnership with another business has damaged their reputation. This suggests that you need to conduct proper due diligence of a business before you agree to work with them, in order to protect your corporate reputation.
The global cyber-attack culture shows no sign of slowing down as we head into 2016. This means that it’s more important than ever to take steps to be safe online. While consumers need to be progressively aware of online security, businesses must take action now to safeguard their website.
New research has indicated that legal specialists widely agree that reputation is one of a company’s most valuable assets. However, in-house legal departments aren’t sufficiently engaging in the social media crisis preparations required to safeguard their firms’ reputations online.