Researchers say that if you upset your customers in the real world, each one f them is likely to tell 6 of his/her friends. On the internet, your unhappy customers can tell a whopping 6000 friends each.
The latest challenges posed by Web 2.0 to organizations nowadays is multifarious – your brand, your products, your company, your employees are now the potential subjects of conversations and attacks.
Any individual is now enabled to announce his views quickly using simple tools, by circulating their ideas or commenting on the information published by others.
A recent study showed that 28% of the Fortune 100 companies were the subject of “negative” content as produced on the first page of results on Google.
Remember that even the most powerful companies are exposed to adverse criticism on the internet. In fact, the web now constitutes the largest worldwide public database, where criticism is archived and can not be easily erased.
If a business decides not to communicate on the net, its customers will invariably undertake this for them, with varying degrees of militancy.
Every business and every individual have the potential to become the object of a positive or negative comment. Rumours are now spread on the net at varying speeds depending on each case.
Conversations on 2.0 media have to be analyzed closely in order to halt any potentially derogatory remarks about your organization.
You must appreciate that there are virtually no rules for rumour-spreading on the net: a rumour may spring from a blog and then be picked up by a radio station, or conversely begin on the television in a program with a small audience and then be repeated on a multimedia platform for large scale consumption.
Also remember that traditional media are now required to include new Web 2.0 media in order to handle the speed of creation and circulation of information more efficiently.
There are acknowledged experts in the field that provide an array of explanations and answers to the new challenges posed by Web 2.0 to organizations and this world of rumour-spreading, buzz and propagation on the net.
Their White Paper is essential reading for professionals wishing to extend their intelligence scope, particularly in the fields of marketing, research, and communication. You have to monitor, analyze and manage ORM crisis. You must learn the art of correcting and promoting your image online. Make the most of the network to boost your brands and market share.