Digital Reputation Carlos Victor Costa Model

The Online Reputation Management Integrated Model: a roadmap for the management of digital corporate reputation

Posted Carlos Victor CostaLeave a commentPosted in Online Reputation, Strategy

I developed and published in my doctoral thesis (2015) the Integral Model of Corporate Online Reputation Management – MiROC  so that organisations can structure their plans to achieve four general objectives: a) create; b) maintain; c) defend and d) recover the reputation in the digital environment. Monitoring (or web analytics) is a transversal element of the model as it feeds the organisation with real-time information about users, relevant topics, competence and the level of engagement that is being generated with its stakeholders. After defining the objectives, at the next level is dedicated to strategy formulation, which I call Engagement Strategy and it follows the typology of strategies described by Beal and Strauss (2008) based on the paradigmatic case happened with the company Dell and its reputation crisis known as “Dell Hell” (Del Vecchio, Laubacher, Ndou and Passiante, 2011). The strategies are the following: Listening Strategy: it is the most basic Read More

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Etapas evolución de la Era Digital

The waves of the Digital Age and the beginning of Cyberlife

Posted Carlos Victor Costa1 CommentPosted in Digital Age, Ethics, Future, Innovation

The Digital Age (also known as the Information Age or Digital Revolution) started after the Industrial Revolution and in its first stage or wave it was characterized by the introduction of computers in our lives, and cybernetics was the word of the day, then. This wave was divided into two phases: the first with the introduction of mainframes in large organisations, and later, thanks to Steve Jobs and Bill Gates, its widespread adoption in companies and homes via personal computers. The second wave, which begun around 1995, was characterised by the connection of these computers through the Internet and the emergence of cyberspace. Also, we verified two phases here, the 1.0 with the web and the widespread popularity of electronic commerce giving rise to companies like Amazon, and creating giants like Dell (a company with which I had the pleasure of working exactly in this phase) and the 2.0 web, Read More

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Can we trust Facebook

The new data protection law and the trust on social media: Facebook’s ugly face (4/4)

Posted Carlos Victor CostaLeave a commentPosted in Big Data, Crisis, Ethics, Privacy, Trust

Ending this four-part analysis on the crisis of Facebook and Cambridge Analytica, now I would like to focus on how organisations in the digital age are managing the trust that their users and clients have in them and the role of ethics in big data. This article is particularly relevant as this week the new European regulation for data protection comes into force. This particular case shows a clear breakdown of trust between users and Facebook. In addition, we observe how the question of consent is central to understanding this crisis. Not that this is something new, because the founder of Facebook is starting to be known as a “serial-apologizer”. It is also not anything new that Facebook stands out negatively in different studies on trust, such as the one in which it is the last among the giants of the hi-tech market and also on this one, in which it Read More

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Carlos Victor in Madrid with Charlene Li

10 Years After: Groundswell, the book that defined the foundations of the social business

Posted Carlos Victor CostaLeave a commentPosted in Sin categoría

In July 2012, I had the pleasure of meeting Charlene Li in Madrid, the founder of the Altimeter consultancy and author of indispensable books to understand Web 2.0 such as Groundswell and Open Leadership. Then I asked her about the importance of online reputation and her response was “Online reputation is something that one has to develop, in terms of having a strategy for it, for the brand. It is possibly the most important asset that one has to manage in his life, more important than any other investment. But, then you realise the time that people spend to manage financial portfolios, actions – a brutal amount of time. And how much time is spent on reputation? Almost nothing. You have to be very proactive to strategically consider what kind of reputation you want, and now with social media you can create that efficiently. “ Groundswell celebrates 10 years of Read More

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