Damage to brand reputation. Of those surveyed in our 2012 Altimeter Social Media Risk ManagementSurvey, 66% of 52 companies told us that social media represented a significant or critical risk to thereputation of the organization. Damage to brand reputation can result in a loss of trust or credibility ofthe 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 athttp://bit.ly/KCairo – KC” did significant damage at the time to the brand.
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