In our precedent post we have shown that negative reputation suffered by Grand Resort in global rati

Media, Reputation, Intangibles, Brands, Crisis. Based in media and social media impact and content analysis. avis rental car locations By Francesc Pujol. A Blog of Media, Reputation and Intangibles center MRI Universidad de NavarraHome About us About Reputation-Metrics About MRI U Navarra Contact How do you calculate ? Publications Casos en castellano Campofrío Anuncio Navidad 2012 Renuncia Benedicto XVI Valor mediático fútbol 2012 ¿Hundirá eldiario.es el anuncio de Campofrío? Aparición en prensa. Medición de impacto Felicitar la Navidad en Twitter Huelga marzo 2012 en Twitter Marca España Jornada #MarcaEspañaUnav Imágenes España 2012. ConclusionesThis is the second post in our reputation analysis about Grand Resort reputation as perceived avis rental car locations by TripAdvisors reviewers. As explained in the precedent post , due to consistent negative reviews during year 2010, Grand Resort at Pigeon Forge, Tennessee was declared The Dirtiest Hotel in the United avis rental car locations States 2011 , last January 2011. This top worst 10 list published by TripAdvisor produces now a substantial media impact.Nine months later, by mid October 2011, Ken Seaton, owner of Grand Resort announced a lawsuit against TripAdvisor. Grand Resort is claiming avis rental car locations $10 million for compensatory and punitive damages. As stated in the claiming declaration:In our precedent post we have shown that negative reputation suffered by Grand Resort in global ratings avis rental car locations and in cleanliness was rather constant since TripAdvisors reviews are recorded, by year 2003. We show as recall these findings, that can be analyzed more in detail avis rental car locations in our previous post.The aim of this new post is to consider the Grand Resort case as the framework to study the influence of social media in brand reputation, and to assess different management approaches avis rental car locations to deal with negative social media reputation.As in all our posts in this blog, we do not aspire to provide new knowledge in terms of theoretical analysis and expertise. You can find elsewhere many brand, reputation and communication crisis experts that will offer you more accurate avis rental car locations and valuable analysis. The added value we try to offer in this blog  is to create new empirical data based in actual avis rental car locations media coverage analysis (social media content in this post). If useful, this new material can be used by other experts or interested people in each one of the sectors that we cover in our studies (citing the sources, thanks). This is also why we do not spend time and post text in providing a theoretical framework and references to the existing academic literature of each topic covered.avis rental car locations The role that social media plays in a company reputation varies in each industry, and this is not a secret. Social avis rental car locations media in itself is a vacuum impossible to handle and to manage. This also probably why we observe the explosion avis rental car locations of experts avis rental car locations in SEO, community managers, on-line reputation strategies and so on.But we count with a specific segment of social media where information can be easily avis rental car locations treated: users reviews and ratings. Measurable information means new knowledge. This is the main rule, that we firmly believe and that it is behind all the analysis showed in this post and all the results avis rental car locations produced by our research group, Media Reputation and Intangibles at Universidad de Navarra. This new knowledge may be more or less relevant depending in what your business is.As for the value generated by social media through users reviews, it is crucial in industries where the main value are intangible assets. Intangible avis rental car locations assets are built by reputation, and actual reputation establishes the economic and commercial value of these assets. Of course, reputation itself is generated by facts, performance, quality and talent. The core mission in these businesses is to protect and improve reputation.This implies excellence in your own business. Excellence can be managed by measuring and benchmarking objective data. But as reputation is the core critical factor, these business require to measure avis rental car locations actual reputation as perceived by all relevant stakeholders. Managing reputation is basically matching perceptions with facts.Social media has provided new means and ways to count with valuable information about a company reputation that were impossible to imagine avis rental car locations ten years ago. Facebook reactions, Youtube viewing and liking votes, online surveys, and ratings by users.Online rating users is one of the most amazing new tools created by social media for reputation and brand managers. Sceptical readers may argue that users surveys is the most basic and traditional tool used by any excellent company dealing with intangible assets, and this well before internet existed and using much more accurate and demanding standards. avis rental car locations Yes. And I completely agree. But I still mantain that online social media is creating a new era in reputation management, and the reason is clear: right now every company and product can raise free information not only about themselves, but also about competitors, market references or market outliers. Like never before, homogeneous information can be grasped about users reviews about all companies and products in a market.Measurable information is new knowledge. Before internet era companies needed avis rental car locations to pay the hard price to consulting firms to obtain reports about my company reputation in comparison to others. Probably many companies are still doing so. But I firmly believe that many of the results, analysis and conclusions needed by many companies can be generated from data open and freely accessible in the web. Of course, the support and help of specialists (like me?) dealing with the treatment of this data may be the most suitable solution. But, in the absence of other options, people from the corporate reputation department inside the company could manage available the information.TripAdvisor is one of the references providing avis rental car locations users reviews concerning hotel and restaurant services. TripAdvisor claim that there are some 40 million travellers per months avis rental car locations checking the available information built by other users and create new content and value with additional reviews. There are some other relevant online hotel review providers in the market.The role and usefulness of TripAdvisor is a matter of controversy among tourism professionals, corporate reputation managers and consulting firms. You can find examples of opposed views in the web. My intention now is not to defend or attack the value of TripAdvisor s existence.The goal of this post is to reflect about the possible ways to deal with negative social media reputation by users reviews. We use the example of Grand Resort but probably many of our reasoning can apply or be taken into consideration by others struggling with similar problems.Grand Resort is ranking in the bottom of the list by past costumers publishing in TripAdvisor. In every city there are hotels and restaurants that are placed by reviewers in a similar unpleasant situation. Grand Resort case has been made a notorious one, but this is a fate shared avis rental car locations by others.There are many ways and reasons to consider and behave as if what it written by reviews was a weapon against a company reputation. avis rental car locations This may be a natural reaction by companies suffering from bad reputation. It emerges then a clear risk to consider that users reviews and social media are not the consequence but the cause of negative reputation.If this is the mental starting point, social media is perceived by owners and/or managers as enemies that require to be treated as such. An enemy fights against your interests and you should spend your energy in weakening their force and opposing to their attacks against your own positions. avis rental car locations Your final goal is to eliminate them.Poor ratings do not correspond to my true customers. They are constructed by malevolent people unfriendly with my company because avis rental car locations of personal reasons completely unrelated with the actual quality of my products and services. In some extreme cases, the attacked company may perceive an obscure hand behind the negative ratings: bad reputation is the consequence of a criminal plot. This manipulation may be orchestrated by ruthless competitors or even by personal enemies of the owners.(TripAdvisor) published its allegations combining and confederating together with others by maliciously and wrongfully contriving, designing and intending to cause respected customers to lose confidence in the (Grand Resort)Rogers stated that due to the large amount of negative reviews as well as fake 5-star positive ratings provided by soliciting companies, the attention is now focused on the actions and negative effects of companies such as TripAdvisor.The lawsuit alleges that growing negative practices and the role of TripAdvisor and other online websites are creating false images of businesses across the globe and giving false pretenses about good businesses. These websites and companies now make it possible avis rental car locations to post positive reviews for one's own business as well as negative for the competition. ( Grand Resort lawsuit press release )As we have pointed out in our precedent post, the consistency of negative ratings avis rental car locations during 8 years of reviews by TripAdvisor users can be hardly be caused by malicious means and intentions beyond the natural reaction of unhappy customers.Another eventual reaction to negative reputation is to counter-attack directly avis rental car locations and in the opposite way. Provide through your own channels pieces of evidence that tend to show that the opposite is true: the worst perception is opposed to the most brilliant facts and accomplishments, and exactly in the very same issues. This is like showing your awards as eco-friendly company when you are facing an oil spill uncontrolled and provoked by mismanagement. Or if Iran presented its annual prizes for freedom of speech defenders.This approach is run by companies that try to preserve their natural space from reputation contagion. They show only their accomplishments and do not mention at all the criticism raised by customers.When presenting the lawsuit agains
Source:http://otfaygvi.blogspot.com/2013/08/in-our-precedent-post-we-have-shown.html

In our precedent post we have shown that negative reputation suffered by Grand Resort in global rati Images