Business professor is radically transparent

5/7/2008 - By: Staff Report

Judy Strauss, associate professor of marketing in the University’s College of Business, along with Andy Beal, a consultant and founder of Marketing Pilgrim and one of the world’s most respected experts in online reputation monitoring and management, have penned a new social media book aiming to monitor, build, manage and repair a company’s online reputation.

“Radically Transparent: Monitoring and Managing Reputations Online,” has received advance praise from BusinessWeek.com, The Wall Street Journal, Technorati.com and Weber Shandwick, a New York City public relations firm.

“Radically transparent means being open and honest, online, admitting mistakes, engaging stakeholders in discussions about your company and its brands, and even revealing the company’s internal processes,” Strauss said. “This book will show readers how to detect an online conversation or find images immediately, tell them whether, when, where and how to respond, and give step-by-step instructions on engaging with stakeholders online in reputation building ways.”

Social media are online tools and platforms allowing Internet users to collaborate on content, share insights and experiences and connect for business or pleasure.

“There is little censorship in the world of online social media – the community values raw truth,” Strauss said. “Social media are like word-of-mouth on steroids.”

According to a survey conducted by the public relations firm, Edelman, approximately 52 percent of respondents from developed nations said they find “a person like yourself” to provide the most credible information – equal only to the trust in doctors, and much higher than that from your CEO or company spokesperson.

Traditional word-of-mouth has long been considered one of the most powerful market forces and the social media made it public.

“The switch from traditional media and corporate monologues on websites to social media on the internet makes every internet user a journalist,” Strauss said. “People will judge you, your company and your brand. Reputation management requires new skills in this radically transparent world.”

Strauss recommends her book to both large and small companies, product and service brands, directors, corporate officers and individuals.

“A stellar reputation helps you and your company achieve objectives, retain customers and employees,” Strauss said. “Social media provide abundant opportunities for engaging stakeholders in ways that will improve your offerings and make your reputation soar.”

Strauss currently teaches e-marketing, communication and strategy topics Master of Business Administration students and undergraduates. Strauss co-authored “E-Marketing,” the first textbook on internet marketing and is a consultant, international speaker, former entrepreneur and previous marking director for two companies. She is an award-winning author of 11 books and scholarly articles on internet marketing topics. She has won numerous awards for teaching, writing and entrepreneurial activities.

To learn more visit: Radically Transparent


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