What’s inside: An introduction to Online Reputation Management and
the key terms and concepts you will need for this chapter. We look at how
‘Dell Hell’ showed the influence a consumer can have on a brand and how it
works. We then explore listening to the conversation, tracking tools to do this
and when to respond. We also cover tips on how to maximise and evolve the
business and how to recover from an online brand attack. We then summarise
the key message before ending off with how it all fits together through the
bigger picture and a case study.