Radically Transparent: Monitoring and Managing Reputations online
by Andy Beal and Judy Strauss
This book shows you how to harness the power of social media, with strategies and tactics for each phase of online reputation management.
Effectively managing an online reputation requires an understanding and application of a broad range of skills, including public relations, search engine optimisation, blogging, multimedia content, copywriting and social networking. More than half of the book is devoted to understanding what each skill is, why it is important today, and how to go about applying it.
Blogging, which the authors see as vital to a reputation strategy, receives expanded treatment. As a whole, these chapters are good introduction to the topics and provide explain the relevance of the skill to reputation management.
The book includes case studies from well known brands, including Dell, Apple, Kodak, eBay and GlaxoSmithKline. Some of the stories, such as the Dell’s Hell blogging episode from 2005, have become business school case studies. The authors do a good job of adding detail and perspective to many of the case studies by quoting individuals directly involved with the crisis or episode.
The book’s strongest feature is the three chapters on monitoring and repairing your online reputation.