• Growing Importance of Social influence and Social capital of people and brands. Pros and cons in using social media • Personal and professional risks associated with participation in Social Media. The issue of Transparency • Detecting potential risks to reputation through regular media monitoring and analysis • Best known methods to navigate through a potential crisis through Social Media

1. “REPUTATION & RISK MANAGEMENT”
THE SOCIAL ANGLE
@JAMSHEDWADIA

2. FUNDAMENTAL CHANGE’S
ARE HAPPENING

3. Social is putting power
in hands of Masses
Story Source Wired.com

4. Reduced Trust
IN INSTITUTIONS
of people trust advertisers.
trust other people they DON’T
know ..
of people trust recommendations
from people they know.
Source: Social Media around the world 2011 by InSites Consulting

5. Large number OF INFLUENCERS
Scattered Demographics
Finding the right needle in the Haystack
Varying degrees of Influence

6. Consumers are
MORE DEMANDING & EMPOWERED

7. What happens in Vegas, Stays in Vegas
WON’T STAY IN VEGAS ANYMORE!!

8. Reputation is built over a long period of
If you lose money for the firm, I will be very
understanding. If you lose reputation for the firm, I
will be ruthless.
Warren Buffet – Renowned businessman & philanthropist

9. Why REPUTATION Matters
Positively affects Attracts investment
stock performance
Commands a price
premium
Reduces Risk

10. Reputation Risk from
EMPLOYEES ONLINE LIFE
Would a company policy change how you behave online?
49% of employees say “no”
57% percent of executives
74% of employees surveyed say
agree that reputational risk and social
it’s easy to damage a company’s
networking should be a board room
reputation on social media.
issue, but only 15% say it actually is.
27% of employees surveyed don’t consider the ethical consequences of
posting comments, photos, or videos online – and more than one-third don’t
consider their boss, their colleagues, or their clients.
Source: Social Networking And Reputational Risk In The Workplace - Deloitte Survey (July 09)

11. It’s serious enough for people to loose
their jobs – Use Common Sense
Story Source: 10 people who lost their jobs because of Social Media Mistakes by Mashable

12. Thin line of ownership between
Employee and Employer
Story Source: LinkedIn Intelligence Story Source: London loves Business

13. Social Media disaster can strike
even if you don’t play in Social
Story Source: Adrants

14. Get to the party before they
decide to misrepresent you
Story Source: Naked Security

15. Human Errors can happen –
Put Guard Rails, Process & Systems in Place
Story Source: Mashable

16. Case of Bad Taste & Lack of Sensitivity
Story Source: MemeBurn

17. You don’t want to be a CASE STUDY
Story Source: Real Time Report
Outcome
United Airlines stock price plunged 10% costing
shareholders $180 million.
Story Source: Social Media Risk

18. And if you are a Case Study be a good example
Story Source: My Bottle’s Up and TSA Blog

19. Action: Listen, Respond & Engage
Image Source: Radian 6 Dashboard Be Alert 24 x 7
Use Employees who are Be Nimble and empower employees
subject matter experts to make quick decisions

20. Action : Choosing the right tool

21. Action: Measuring the right things
Competitor Analysis
Conversation Cloud
Sentiment Analysis
Demographics
Media Analysis
Influencer Management
Source: Sysomos Sample Dashboard

22. Action: Finding Influencers is Important for
Protecting and Building Brand Reputation
More Brands than ever before want to identify, recruit and
reward their most-influential consumers

23. Action: Training, Guidelines & Tools
Disclose l Protect l Use Common Sense
Publishing Tools for Multi Admin Access
Training Modules Source: Intel Social Media Guidelines

24. Word Cloud for Building Reputation
authentic openness relationship
humble
honest professionalism
transparent engaging
empathy
genuine responsive

25. Action: Manage Risk
• Be prepared for scrutiny at anytime
• Listen, Detect & Protect
• Have a place to respond and be quick at it.
• Manage administration hub & access rights
• Align tightly with PR, Legal and HR for crisis management

26. Summary
• All word to mouth conversations are now in public domain
• Social media crisis can happen even when you’re not in social-media
• Stick to basics and use common sense
• Listen, Respond and engage quickly and be humble
• Clarify and be quick to ask for forgiveness if needed
• Train and prepare your organization for the Social Era
• Have a Crisis management System

27. Thank You
Obligatory Disclaimer
Every effort has been made to cite sources on this presentation.
The presentation is based on author(s) personal opinions & interpretations & not
those of author(s) employer(s), past or current.