Читать книгу Reputation Strategy and Analytics in a Hyper-Connected World - Foster Chris - Страница 8

The rise of big data and data science has given us new tools and techniques for extracting value from information, revealing hidden patterns, and uncovering fresh insights. New database technologies and advanced analytics solutions enable us to blend knowledge and expertise from multiple industries and markets, improving business outcomes and driving faster cycles of innovation in hyper-competitive markets.

In today’s communications environment, big data acts like an accelerant. Issues that took years or months to unfold now spin wildly out of control in hours or minutes. Clipping newspaper articles, holding focus groups, commissioning surveys, hiring mystery shoppers, or trying to embargo stories – those kinds of tactics worked fine in an age when there were only three major television networks and essentially one national telephone company.

Events happen much more quickly now; news travels much faster. As a result, opinions are formed more quickly, and reputations can be damaged or destroyed within days or hours.

Given the dynamics of today’s interconnected global culture, Reputation Strategy requires a blend of business intelligence, big data analytics, predictive modeling, and forecasting capabilities. Traditional reputation management tools and approaches are often inadequate for dealing with modern day challenges.

Reputation Strategy is a combination of business acumen and scientific expertise. It should be used as an ongoing strategy to propel and protect business objectives, but it cannot be conjured up or improvised at the last moment or in the face of a crisis. It must be staffed and fully functioning before the crisis. Waiting until the emergency arises virtually guarantees a bad outcome.