Social media efforts can come back to haunt a company. Earlier this year, McDonald's launched a campaign to promote the quality of its ingredients, using the Twitter hashtag #McDStories, only to see the clickable link hijacked by animal rights activists and other critics of the company. McDonald's ended up pulling the hashtag.

As businesses shepherd their brands in an increasingly volatile media environment, more are turning to services that track what is being said about them.

Companies need help in this area, says Anthony Johndrow, managing partner at the Reputation Institute, a global consultancy. "In the past, public and private companies managed their reputation by staying out of the limelight, but we have moved to a reputation-based economy now that most products and services are commodities," says Johndrow, pictured at right. "It is a company's reputation that matters."

Complete your profile to continue reading and get FREE access to Treasury & Risk, part of your ALM digital membership.

  • Critical Treasury & Risk information including in-depth analysis of treasury and finance best practices, case studies with corporate innovators, informative newsletters, educational webcasts and videos, and resources from industry leaders.
  • Exclusive discounts on ALM and Treasury & Risk events.
  • Access to other award-winning ALM websites including PropertyCasualty360.com and Law.com.
NOT FOR REPRINT

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.

Corporate Finance
Technology