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The indestructible brand : crisis management in the age of social media / / Venke Sharma, Hushidar Kharas



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Autore: Sharma Venke Visualizza persona
Titolo: The indestructible brand : crisis management in the age of social media / / Venke Sharma, Hushidar Kharas Visualizza cluster
Pubblicazione: Los Angeles, CA : , : SAGE Publications, Inc., , 2017
Edizione: 1st edition.
Descrizione fisica: 1 online resource (142 pages) : illustrations
Disciplina: 658.4056
Soggetto topico: Crisis management
Brand name products - Management
Product management
Public relations
Social media
Persona (resp. second.): KharasHushidar
Sommario/riassunto: Whether or not your brand is on social media, your consumers are. They are continuously sharing their good and bad experiences about your brand. Most brands are not prepared to deal with negative feedback which, if ignored, can spiral into a crisis. This book seeks to aid brand and business owners to structure organizations to be crisis-ready. Creating a crisis squad and a crisis playbook, envisioning various scenarios that can occur, and what the brand's response should be are some of the areas the book delves into. It also recommends preventive measures that can save brands from social embarrassment, and social listening strategies that can alert organizations to a problem before it becomes a crisis. When everything else fails and a crisis is at hand, the focus shifts to executing the playbook, turning the conversation around leveraging evangelists and influencers. Once the crisis has ended, it's time to audit the playbook and close the gaps, as well as evaluate financial or reputational damage done to the brand, and see how quickly one can recover.
Titolo autorizzato: The indestructible brand  Visualizza cluster
ISBN: 93-5328-057-5
93-86446-80-4
93-86446-81-2
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910829001103321
Lo trovi qui: Univ. Federico II
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