Managing Online Reputation Book Summary - Managing Online Reputation Book explained in key points
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Managing Online Reputation summary

Charlie Pownall

How To Protect Your Company On Social Media

17 mins

Brief summary

'Managing Online Reputation' by Charlie Pownall is a guide for individuals and businesses to maintain and improve their online reputation by understanding online risks and creating effective strategies to mitigate them.

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    Managing Online Reputation
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    Online promotional campaigns can backfire and lead to a lot of negative publicity for companies.

    If you saw the TV show Mad Men, you have a good idea of how lucrative and glamorous the advertising industry was in the 1950s. Today, however, this profession faces a slew of utterly different challenges.

    Nowadays, many companies rely on online advertising campaigns, which are by nature especially risky. Often, they backfire.

    A successful social media campaign will definitely boost a company’s profile; however, all social-media campaigns are also an open invitation for people to post any number of embarrassing comments.

    In November 2011, the Australian airline Qantas launched a campaign on Twitter called #QantasLuxury. The idea was to advertise the advantages of its first class services.

    Qantas asked customers to use the hashtag and describe their idea of an ideal luxury flight; the person with the best response would receive a free first-class flight.

    However, within a matter of hours, the company was forced to deal with an avalanche of unhappy comments from customers who decided to use the opportunity to vent about the many issues they had with the airline.

    For instance, one user dreamed of being under five-feet tall so as to be able to comfortably stretch out on a Qantas skybed. Others wrote about how luxurious it would be if Qantas flights actually took off and landed on time.

    Qantas also learned that it’s impossible to control a story once it has been picked up by internet media. Before long, the airline’s old issues, as well as ongoing problems, were resurfacing.

    One especially touchy subject was the airline’s safety record: A year earlier, in 2010, an A380 aircraft had caught fire outside Singapore. Though no passengers were injured, it was an incident many users were all too happy to bring back up.

    All of this quickly caught the attention of the mainstream press outlets, like the BBC and the Sydney Morning Herald, who regularly patrol places like Twitter in search of tasty tidbits just like this one. They posted it to their own Facebook and Twitter pages, attracting even more attention and putting it completely out of Qantas’s control.

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    What is Managing Online Reputation about?

    Managing Online Reputation (2015) offers insight into how companies and CEOs who don’t know how to manage social media and the internet can damage their reputations. Find out how one small incident with an unhappy customer can spiral into a tornado of negative posts and angry tweets. More importantly, find out how you can prevent this from happening to you.


    Managing Online Reputation Review

    Managing Online Reputation (2015) by Charlie Pownall is a must-read for anyone looking to navigate the complexities of managing their online presence. Here's why this book stands out:

    • It provides a comprehensive guide on how to build and protect your online reputation, equipping readers with practical strategies for success.
    • By drawing on real-life case studies and examples, the book offers a clear understanding of the impact online reputation can have on individuals and organizations.
    • With its engaging and relatable approach, the book ensures that readers stay captivated throughout, making it an enjoyable and enlightening read.

    Best quote from Managing Online Reputation

    Four years after it went astray, #QantasLuxury continues to be talked about online and the hashtag is till used to bash the airline.

    —Charlie Pownall
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    Who should read Managing Online Reputation?

    • Anyone using social media to market their company
    • Marketing professionals
    • Students of public relations

    About the Author

    Charlie Pownall is a public-relations coach who specializes in social media. He provides expert advice to government and corporate agencies on how to manage these public channels and avoid reputational damage. He is also a frequent contributor to Public Affairs Asia, Social Media Today and Public Affairs.


    © Charlie Pownall, Managing Online Reputation, published 2015 by Palgrave Macmillan UK. Reproduced with permission of SNCSC.

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    Managing Online Reputation FAQs 

    What is the main message of Managing Online Reputation?

    The main message of Managing Online Reputation is the importance of maintaining a positive digital presence.

    How long does it take to read Managing Online Reputation?

    The reading time for Managing Online Reputation depends on the reader, but it can be completed in a few hours. The Blinkist summary can be read in just 15 minutes.

    Is Managing Online Reputation a good book? Is it worth reading?

    Managing Online Reputation is a valuable read for anyone concerned about their digital presence. It provides practical advice and strategies for building and protecting your online reputation.

    Who is the author of Managing Online Reputation?

    The author of Managing Online Reputation is Charlie Pownall.

    What to read after Managing Online Reputation?

    If you're wondering what to read next after Managing Online Reputation, here are some recommendations we suggest:
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