Thought LeadershipForbes “Reputation Matters”

White Papers»

"Reputation Matters" White Papers seek to offer deeper insight on a wide range of topics we help clients address.

Corporate Conscience In The Darkest Of Days: What Can Board Directors Do About Ukraine?
It's Not over Until It's over: The Perils Of Declaring Victory In Crisis Too soon
Chaos Leadership: When Does Global Crisis Turn Into Chaos and How Do we survive It?
Chaos Rules: 8 Ways to Navigate Through the Fog of Crisis
Crisis Leadership in Real Time: 8 Pandemic Best Practices
Great Crisis Management Is Counterintuitive
Communicating in Crisis: How to Build Trust in an Untrustworthy World
Forget the Hype: What Every Business leader Needs to Know About Artificial Intelligence Now

...read more»

Don’t Be Stupid; Be a Thought Leader! #6 of The 10 “Don’ts” of Corporate Social Media

Reputation Matters, Forbes, August 9, 2011

Social media is the perfect venue for real thought leadership.

We’ve already established that too much crass marketing does not work on social media, but what if your company or brand are not conducive to games, contests, interactive ads and other somewhat cutesy stuff?

What if you have a serious product or service, and a serious message to impart?

To my mind, this is really what social media was made for. Information is the coin of the social media realm, and providing great information is exactly what can distinguish your brand on social media. […read more]

Don’t Let the Interns Handle Your [Entire] Social Media Presence — #5 of The 10 “Don’ts” of Corporate Social Media

Reputation Matters, Forbes, August 8, 2011

Today’s topic, the 5th post in our 10-part series, The 10 “Don’ts” of Corporate Social Media, comes straight from our Summer Intern, Ian Anderson, so interns of the world, please do not take offense!

We talk a lot at Temin and Company about with whom the responsibility of a social media strategy and its tactical execution should reside: the young and experienced in social networks, but inexperienced in organizational strategy and marketing, or older, more experienced corporate marketers and branders, who usually have less of an innate “feel” for social media.

Clearly, corporate boards are increasingly interested in their companies’ social media presence, and CEOs are therefore becoming crucially involved. But, in many organizations, there is a power struggle going on between marketing, PR (if they are separate) and IT as to where responsibility must reside.

In organizations that have CMOs, there can be little doubt, we feel, that the responsibility rests with them.  But we also feel it is crucial to have a team of very smart and engaged young people (interns…) and technology experts as well as more experienced thought leadership experts, brand strategists and marketers involved in social media strategy and execution.

Cross-generational, cross-disciplinary teams really are the way of the future anyway.  Why not start with social media? […read more] 

Don’t Seduce and Abandon — #4 out of The 10 “Don’ts” of Corporate Social Media

Reputation Matters, Forbes, August 7, 2011

Seducing and abandoning is never good form, be it in real life, or on social media.

But on social media the consequences can be especially dire. Many companies, in their quest to create a social media presence, may try certain things and, upon finding that they don’t work, or take too much effort to sustain, abandon them. Yet, the relics of those experiments may remain on the web, and those who find them will expect them to be “live.”  If they are not, you can lose admirers and loyalty, because you have not been paying attention.

So, the theme of our fourth of 10 “Don’ts” of Corporate Social Media is to pay attention, and never seduce and abandon, but know when it is time to leave.

This series of 11 daily postings, which I have co-authored with Temin and Company’s Swarthmore summer intern, Ian Anderson, is meant to launch our efforts in helping to build reputation over social media, a top priority for almost everyone these days. […read more]

Don’t Forget to Engage: Hold Conversations — #3 out of 10 “Don’ts” of Corporate Social Media

Reputation Matters, Forbes, August 6, 2011

In social media, it really is all about the conversation — the authentic conversation, that is. In Swarthmore College student Ian Anderson’s and my third of 10 “Don’ts” of Corporate Social Mediaengagement is the key.

We will continue to post one “Don’t” a Day for the next 7 days, plus a wrap-up on the 8th.  Please send us your comments and thoughts.  Improving the quality of marketing on social media will raise the bar for us all.

Listen and Respond

Not acting like an advertising machine  is necessary, of course, but not sufficient — don’t forget to be conversational and ENGAGE your followers and fans. KPMG’s Twitter site is a good example.

High-quality, interactive content is important, but so is listening and responding to your audience in real time.  Brands unwilling to cater to customers or listen to what Facebook “likers” and Twitter followers have to say (positive and negative), are on. […read more]

Don’t Act Like a Robot — #2 out of 10 “Don’ts” of Corporate Social Media

Reputation Matters, Forbes, August 5, 2011

Continuing our series of The 10 “Dont’s” of Corporate Social Media, co-authored with Temin and Company Intern, Ian Anderson, and published daily for 11 days, starting yesterday, following is #2:

Don’t Act Like a Robot; Show a Human Face

Retweet, Retweet, Reblog, Retweet, Retweet. Brands whose Twitter feed has content patterns that look like RT, RT, RT, and whose blogs and Facebook page(s) look like advertising streams aren’t getting the most out of social media.

As we stated in our introductory post, social media is social.  Failing to interact with audiences — by holding contests (if brand-appropriate), asking questions, and replying to followers’ posts — is a big mistake many companies and brands make.

They seem to feel that a presence, any presence, is all that is necessary on social media, even if it is not alluring, of interest, or humanly generated. […read more]

The 10 “Don’ts” of Corporate Social Media

Reputation Matters, Forbes, August 4, 2011

As social media continues to morph moment to moment – almost every corporation and enterprise knows it should be doing something to position itself, and its products and services, over social media. Yet most simply do not know what that something is, or how to do it effectively. Davia and Social Media Intern Ian Anderson write on the “10 Don’ts” of corporate social media, and give advice for some “do’s” along the way.

Our 10 Don’ts Of Corporate Social Media:

#1: Don’t Over-Market, Be Social
#2: Don’t Act Like a Robot; Show a Human Face
#3: Don’t Forget to Engage; Hold Conversations
#4:Don’t Seduce and Abandon, But Know When to Leave
#5: Don’t Let the Interns Handle Your [Entire] Social Media Presence
#6:Don’t Be Stupid; Be a Thought Leader
#7: Don’t Be Indiscreet or Illegal
#8: Don’t Be Afraid to Admit Mistakes
#9: Don’t Forget to Use Your Brand’s Network To Create Love from “Like”
#10:Don’t Forget to Leverage Your Community

[…read more]

The Board’s Responsibility As Brand Guardian

Reputation Matters, Forbes, June 29, 2011

Asset value is important. Every brand has a value, to customers, potential customers, shareholders, employees, suppliers, regulators, legislators, and every key audience and key opinion leader. The board has a responsibility to maintain, protect, and enhance this value. […read more]

My Aunt, Olive June Black, An Ohio Original — In Memoriam

Reputation Matters, Forbes, May 26, 2011

My Aunt June loved sparkly things.

She loved to wear glittery jewelry, tiaras in her bright blond hair, and sequins.  In fact, Junie WAS a bright and glimmering jewel, and she brought sparkle into all our lives, right up to the end of hers.

But that was only the tip of her story.

Anyone named Olive June Black (because, by the way, her mother loved black olives and the baby was born in June), had to be an original! And Junie was a true original, in every sense of the word.

She died this Tuesday, May 24th, 2011 in her sleep in Cleveland Ohio.  This column  is taken from her eulogy, which I delivered yesterday at her funeral. […read more]

A Call To Action: More Women on Boards Around the World

Reputation Matters, Forbes, May 19, 2011

Harvard has released what it calls the “business case for gender equality.” Study after study has proven that when more corporate boards include a higher percentage of women, shareholders, customers, employees and stakeholders benefit. […read more]

White Papers»

"Reputation Matters" White Papers seek to offer deeper insight on a wide range of topics we help clients address.

Corporate Conscience In The Darkest Of Days: What Can Board Directors Do About Ukraine?
It's Not over Until It's over: The Perils Of Declaring Victory In Crisis Too soon
Chaos Leadership: When Does Global Crisis Turn Into Chaos and How Do we survive It?
Chaos Rules: 8 Ways to Navigate Through the Fog of Crisis
Crisis Leadership in Real Time: 8 Pandemic Best Practices
Great Crisis Management Is Counterintuitive
Communicating in Crisis: How to Build Trust in an Untrustworthy World
Forget the Hype: What Every Business leader Needs to Know About Artificial Intelligence Now

...read more»