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Social Media Growing Up - Recap of The Reputation Institute Conference

Posted by dna 13 on Tue, Jun 02, 2009
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Last week I attended the Reputation Institutes' 13th International Conference on Corporate Reputation, Brand, Identity and Competitiveness in Amsterdam. Not surprisingly, much of the discussion touched on brand reputation in today's electronic and PR 2.0 world of blogs, Twitter, forums, etc.

Amsterdam1Both academic institutions and business participated in a rich program spanning several topics. Whether the topic was corporate social responsibility, managing stakeholder expectations, media impact on corporate reputation or innovation and reputation – a common theme emerged in most, if not all conversations -

"brand control has officially moved from within the walls of corporations into the social media world."

In my conversations, I often referenced “citizen soldiers” – the people (your stakeholders!) talking and influencing others about your brand in a highly viral and collaborative world.

The “mental transition” of both large corporations and esteemed educational institutions over the last 12 months has been significant with regards to the impact on brand reputation as a result of social media. Corporate brand reputation should continue to be the main focal point of research and innovation in the reputation management discipline – however, taking seriously the effects of social media on the brand is very much in the cross-hairs of many of the leading thinkers that focus on brand reputation management. I’m pleased to see the industry is recognizing the impact of the changing landscape and we are now seeing social media in the vernacular of many forward looking research.


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