Damage to brand reputation. Of thos

Damage to brand reputation. Of those surveyed in our 2012 Altimeter Social Media Risk Management
Survey, 66% of 52 companies told us that social media represented a significant or critical risk to the
reputation of the organization. Damage to brand reputation can result in a loss of trust or credibility of
the organization. For example, the tweet by Kenneth Cole in February 2012 about the uprising in Egypt:
“Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at
http://bit.ly/KCairo – KC” did significant damage at the time to the brand.