TOP 3: The Art of Mastering online Reputation (what to do and what to avoid at any cost)

Having a good reputation online is a very difficult thing to achieve and it’s even much more complicated to maintain. Any little slip through a comment or opinion can be very harmful. Fortunately, there are several books that teach us some tricks about this complicated and inexact science, while dissecting some of the most infamous cases of communication errors in the social networks, so the reader can prevent them from happening to him.

READING THE COMMENTS: LIKERS, HATERS, AND MANIPULATORS AT THE BOTTOM OF THE WEB (2015)

The book analyzes in depth the phenomenon of online commentary and can be read like a sort of survival manual aimed protect us from two of the biggest threats that are lurking in cyberspace: trolls and false information. In fact, the mismanagement of the latter category can make the difference when an organization or project succeeds. Its author, the communication expert Joseph M. Reagle, Jr., warns us that there are three ‘official’ types of online review falsifiers. Fakers, or those who praise themselves or their companies with false or anonymous accounts, the makers or professionals who do this dirty work for a fee, and the so-called takers, the ones who benefit from these activities. Knowing the existence of such fraudulent activities can prevent that in the future someone can make some bad decision based on something that has read online.

SO YOU’VE BEEN PUBLICLY SHAMED (2015)

On the Internet, reputation management – whether personal or related to an organization – is no easy task to accomplish. An unfortunate tweet or opinion on a blog or Social Network can end a person’s career. Proofs of this are the various cases of public shaming that, the renowned author Jon Ronson, analyzes from a quasi-sociological point of view. In the chapters of the book we will find the stories of several people who were victims of the fury of the Internet anonymous mass because of some misplaced comment, although some directly were openly racist hence the rejection it‘s not that surprising. The chapters are packed with very useful information on this relatively new subject, and the narrative style mixes investigative journalism with a touch of humor and irony.

QR CODES KILL KITTENS: HOW TO ALIENATE CUSTOMERS, DISHEARTEN EMPLOYEES, AND DRIVE YOUR BUSINESS INTO THE GROUND (2013)

Behind this curious title hides one of the best branding and public relations books that have been published recently. Following an ‘anti-guide’ format that shows the readers what they shouldn’t do, – which is also full of visual examples-, marketing magician Scott Stratten uses examples of real campaigns that have made a contribution in ruining the reputation of some brands. The book does not lack humor and in its pages you can find many examples of a bad communication that, even though it was unintentionally, generated very surreal marketing ideas. Sometimes it takes a colorful handbook to teach us how not to do things in order to learn how to manage reputation online … or at least avoid annoying the followers or customers with unnecessary content.

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