The best strategy to discourage attacks against your brand? Make friends. Use social networks to generate awareness and goodwill toward your brand, which will make negative comments less likely to go viral. “You want to make sure you build up your brand before anyone can tear it down,” Pickerill says.
In other words, it’s much harder for an angry mob to reach your gate if you’re surrounded by a community.
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Dow Jones Enterprise Media Group offers The Conversational Corporation: How Social Media Is Changing the Enterprise.One insight: Companies will benefit not only from inviting employees and customers to generate content, but also from letting them organize and manage content through “social tagging” or “folksonomy” tools.
—Denise Logeland
