The indestructible brand : crisis management in the age of social media

Whether or not your brand is on social media, your consumers are. They are continuously sharing their good and bad experiences about your brand. Most brands are not prepared to deal with negative feedback which, if ignored, can spiral into a crisis. This book seeks to aid brand and business owners t...

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Bibliographic Details
Main Authors Sharma, Venke (Author), Kharas, Hushidar (Author)
Format Electronic eBook
LanguageEnglish
Published New Delhi, India : Thousand Oaks, California, USA : SAGE Publications India Pvt Ltd ; SAGE Publications Inc, 2017.
Subjects
krizový management
produktový management
obchodní značky
public relations
sociální média
crisis management
product management
brand name products
social media
elektronické knihy
monografie
electronic books
monographs
Online AccessPlný text

Cover

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245 1 4 |a The indestructible brand :  |b crisis management in the age of social media /  |c Venke Sharma and Hushidar Kharas. 
264 1 |a New Delhi, India :  |b SAGE Publications India Pvt Ltd ;  |a Thousand Oaks, California, USA :  |b SAGE Publications Inc,  |c 2017. 
264 4 |c ©2017 
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520 |a Whether or not your brand is on social media, your consumers are. They are continuously sharing their good and bad experiences about your brand. Most brands are not prepared to deal with negative feedback which, if ignored, can spiral into a crisis. This book seeks to aid brand and business owners to structure organizations to be crisis-ready. Creating a crisis squad and a crisis playbook, envisioning various scenarios that can occur, and what the brand's response should be are some of the areas the book delves into. It also recommends preventive measures that can save brands from social embarrassment, and social listening strategies that can alert organizations to a problem before it becomes a crisis. When everything else fails and a crisis is at hand, the focus shifts to executing the playbook, turning the conversation around leveraging evangelists and influencers. Once the crisis has ended, it's time to audit the playbook and close the gaps, as well as evaluate financial or reputational damage done to the brand, and see how quickly one can recover.- Resumé vydavatel 
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