Читать книгу You CAN Stop Stupid - Ira Winkler - Страница 48

For many organizations, reputation value is critical. For example, Uber relies on passengers' trust that they will get to their destinations safely. Whenever a negative incident with a ride is reported, it impacts the organization's image, customer satisfaction, and future profits. Clearly, claims of sexual assaults committed by Uber drivers is a major concern that can impact the willingness of people to use Uber in the future. Uber has been in the unenviable position of being sued by passengers who got into cars and were assaulted by drivers. Some of those lawsuits deal with legitimate Uber drivers, but some even deal with impostors who are not even affiliated with Uber.

Whenever an organization's name is disparaged in some way, it can result in lost revenue, diminished customer base, damaged relationships with other organizations, or other costs. Cambridge Analytica purchased access to Facebook users' data. Cambridge Analytica's use of that data resulted in a sequence of events that generated negative media coverage, increased the potential regulation of the service, decreased usage by some individuals, and raised the potential for fines. While billions of dollars in fines is a clear monetary loss, the reality is that Facebook's brand suffered further punishment in the loss of trust, respect, and confidence of consumers, investors, regulators, governments, and other businesses.

There are many academic studies that indicate that there is a decrease in stock value after a data breach, for example. The effect is clear in the short to mid-term. While the impact likely dissipates over time, it does put an organization in a weaker position should there be compounding circumstances.

Clearly, brand reputation has distinct value to the organization. You need to be able to identify how user actions can potentially compromise the brand's value so that you can get the support you require to protect the brand.