School of Business Without Boundaries

Before the development of the web, news was slow moving and organizations could take their time to develop structured responses to problems. Currently, rapid developments in consumer generated media sites mean that the general public can quickly air their views. These views can make or break a brand. Consumers trust these published opinions and base their buying decisions on them. For example, eBay’s success has been based on their system of feedback ratings, which provides consumer opinions of sellers. Any information available to your potential clients affects your reputation and their buying decisions.


Similarly, ex-employees, and brand activists can easily get their personal viewpoints out there. Competitors who can also spread malicious rumors and lies about your company and brand in the hopes of stealing your market share.

These types of unsubstantiated reporting can affect your corporate image. Sites containing these kinds of information are being indexed by search engines and appearing in search results for your brand names. The information can spread to the traditional media, compounding the damage.

Successful organizations are aware of the importance of reputation. A positive reputation brings trust, confidence, and sales, which are ultimately reflected in revenue growth and profitability. A bad reputation can lead to a decrease in consumer confidence, and, in turn, a reduction in revenue and profits. In this day and age, erroneous rumors, malicious gossip, unfair opinions and other bad news spread fast! The internet has compounded the speed and the geographic distribution of this information. By the time negative news gets out it is often too late and the damage irrevocable.

Every single day, someone, somewhere is discussing something important to your business; your brand, your executives, your competitors, your industry. Are they hyping-up your company, building buzz for your products? Or, are they criticizing your service, complaining to others about your new product launch?

List of Course Modules 

Module 1: Online Reputation Introduction

Module 2: Why Online Brand Reputation is so Important?

Module 3: Online Reputation Benefits to Brands

Module 4: What is Online Reputation Management?

Module 5: The Potential Problem

Module 6: Build Your Reputation

Module 7: Digital Strategy and Tactics

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