Persuasion
Reputation is the judgment that circulates about a company when the company is out of the room, formed by reviews, online conversations and the experiences customers tell each other.
It is governed by listening and answering, and it is measured over time: past crises leave traces that stay consultable years later, and the way they were handled weighs on the next one.
An example
A company switches on social listening and reads in real time the sentiment, the positive or negative tone of what is said around its own keywords: it sees straight away whether perception is turning negative and on which components of the product, and corrects course before the phenomenon spreads, instead of deciding on assumptions. Whoever prepares the plan also rereads the archived versions of the website, to see how the company answered the complaint of a few years earlier.
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