In a release issued Wednesday, Andy Cooper, an agency principal said, “Thanks to weblogs and other inexpensive online publishing tools, individual voices are more influential than ever in the marketplace. Corporations need to pay attention to this online commentary as well as engage in a one-to-one dialogue with its ‘authors.’ We see an opportunity to create a new kind of service that helps companies listen, prepare and manage issues – as well as their overall reputation – in this emerging era of citizen’s media.
When you couple our experience with online privacy, product recalls, litigation, strikes, mergers and acquisitions and controversial marketing categories with our knowledge of blogs and consumer-generated media, we feel we have a unique expertise that will be quite compelling.”
|Conducting an audit of the marketplace issues and corporate vulnerabilities faced by an organization.|
|Planning||Developing a preparedness plan to address serious incidents. Elements might include the creation of special blogs, wikis or other tools as well as nurturing a network of blogging allies.|
|Monitoring||Setting up alerts and keeping watch of weblogs and consumer-generated channels such as photo-sharing and link-sharing sites for mentions of issues, companies, brands and even competitors.|
|Analyzing||Identifying potential issues that need to be addressed and strategizing ways to handle them, for example by openly engaging online audiences in a dialogue about their concerns|
|Rapid Response||Establishing “chains of command” and rapidly routing and addressing critical issues or concerns in an
appropriate tone and voice.