1. The Use of New Media for Creation and Preservation of
Online Reputation
Ayten Görgün Smith Ph.D.
Kadir Has University
2.Uluslararası İtibar Yönetimi Konferansı
3-4 Ekim 2013, İstanbul

2. The Use of New Media for Creation
and Preservation of Online
Reputation
Ayten Görgün Smith Ph.D.
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The 2nd International Reputation
Management Conference
10.10.2013

3. The Value of Good Reputation
• We all want to have a good reputation.
• Desire to be well thought of.
-Personal
-Organisations
-Governments
-Conturies
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The 2nd International Reputation
Management Conference
10.10.2013

4. Definiton and Dimensions of
Reputation
• Reputation (Trust, integrity, honesty and
consistency).
• Dimensions of Reputation (Reputation comes
from being good and/or being known).
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The 2nd International Reputation
Management Conference
10.10.2013

5. 7 Areas
• Products and Services
• Innovation
• Workplace
• Governance
• Citizenship
• Leadership
• Performance
(Products-Services).
10.10.2013
The 2nd International Reputation
Management Conference
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6. Reputation Management
• Metric of success that the organisations tries.
• Classical mantra of maximising shareholder
value.
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The 2nd International Reputation
Management Conference
10.10.2013

7. As an Individual
• Do a good job
• Be open to change
• Be straight with others
• Be financially prudent
• Do the right thing and
• Play a useful role in society
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The 2nd International Reputation
Management Conference
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8. Aspects of New Media
• The good (2.8 billion internet users in March
2013, almost 40 % of the worlds population).
• The bad (security, truth, identity, privacy,
permanency, regulation).
• The search engine (Google, over 85 % of the
search engine market, handles over 87 billion
search requests per day).
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The 2nd International Reputation
Management Conference
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9. The Role of New Media and
Reputation in Choice Making
• Nil financial cost
• Up to date and global
• Range of data available
• Learn about the
organisations
• Reviews
• Product in action
• Feedback
• Insight views
• Chat rooms
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The 2nd International Reputation
Management Conference
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10. Decisions
• Purchase decisions
• Hiring decisions
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The 2nd International Reputation
Management Conference
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11. Implications of New Media for
Reputation Managers
• Finding out
• Experience
• Building up our own knowledge
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The 2nd International Reputation
Management Conference
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12. Impications
• Reputation Matters
• Reputation Steers Searches
• Reviews and Feedback Matter
• Scale
• Search Rank Matters
• News Travels Fast
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The 2nd International Reputation
Management Conference
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13. Online Reputation
Management
• Submitting online press
releases
• Publishing original,
positive websites and so
on
• Getting mentions
• Viral videos
• Proactively responding to
public criticism
• Joining collaboration
• Asking sites to take down
incorrect information
• Making Legal challenges
• Providing free products
• Setting up shop
• Using spam bots
• Creating fake blogs
• Posting positive reviews
• Posting false reviews
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The 2nd International Reputation
Management Conference
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14. Ethical Considerations
• “For every person who has moved on after an
honest mistake there are others trying to
cover up shady behavior or hide the truth."
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The 2nd International Reputation
Management Conference
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15. Rules for Ethical Online RM
• “Be more concerned with your character than
your reputation, because your character is
what you really are, while your reputation is
merely what others think you are.”
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The 2nd International Reputation
Management Conference
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16. Thank you!
agorgun@khas.edu.tr
0 532 285 49 71
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Management Conference
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