Reputation Management Conference, Ramada Hotel , May 23, 2012

1. Diana-Maria Cismaru, PhD.,
Crystal Connections & SNSPA
http://e-conexiuni.ro
http://dianacismaru.wordpress.com

2. Google as instrument of reputation management

3. The initial evaluation of the online
reputation
Elements:
Online visibility
Control of the online reputation
Positive/Negative balance
Types of cases
a. Visibility (-)
b. Visibility (+),
control (-)
c. Visibility (+)
control (+)
reputation (-)

4. Dileme pentru managementul reputației în
România
- Reverse social mechanism (the prominence of
negative brands);
- Disparity institutional sphere – private sphere;
- Clients appeal to reputation management only in a
communication crisis or in an image crisis;
- Technical and unethical methods preferred (search
engine optimization, hackers);
- “3 days wonders” expectancy;
- Availability to negative responses (revenges);

5. Why MR? Ways of reputation destruction in
social media
- Attack from an anonymous profile : repeated attacks
from the distance, from well placed Google accounts;
- Trolling: deliberate postings of discrediting messages
on the accounts of public actors, with the intention of
starting rumors and negative climate;
- Astroturfing: artificial form of advocacy in the
support of a political agenda, institutional or
corporate, for creating the impression of a grass root
movement;
- Parasitism: harrassment on someone’s blog with
false /multiple identities, occupying the comments’
space

6. Repeated attack

7. Trolling

8. Astroturfing

9. How to do MR?
Released Publics’
image image Reputation
Strategy Expressed
image
Research