Wrap Up

This chapter addresses the potential risks to a company’s reputation and the techniques and processes for incident management and problem resolution. When negative mentions are posted online, a company can explore many successive avenues to address the problem and minimize the negative impact. However, the best way to build and protect your reputation is to consistently deliver high-quality products and services.

Improvement Checklist

Do you have a plan in place for addressing an online crisis?

Do you have tools in place to monitor when your brand is being mentioned?

Do you have a process in place to learn from incidents to improve your response?

Do you have a process in place to work with your community to defend your reputation actively?