Lithium Director of Marketing Kenny Lee shared his thoughts on what it takes to manage an online reputation during his presentation at the 2014 CMO Customer Care Partnership Think Tank in Toronto on June 17. In his presentation, Lee noted people are constantly connected to one another, and how an organization connects with online consumers can dictate how it is perceived across the globe.
According to Lee, managing an online reputation is vital for organizations of all sizes. If an organization wants to connect with consumers, Lee said, it should focus on ways to bring credibility to their reputations. With digital tools such as mobile devices and social media, Lee noted, an organization can boost its credibility: "Managing your reputation online and the credibility you bring based on the things that you’re talking about becomes important to you and ultimately what you become known for ... You start to be known for who you are."
In addition, Lee pointed out "the culture of sharing" impacts today's organizations. As organizations search for ways to differentiate themselves from rivals, Lee said, embracing the culture of sharing can have long-lasting effects: "With all these brands that recognize these big trends around connectedness, easy and seamless experiences, the culture of sharing that we have right now, as well as basically the need for personalization, the brands that recognize that and are taking action are the ones that are ruining it for the rest of us. This is because they’re the ones that are setting the bar at a certain level by which all of us are now being judged."