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