Risk Management and ORM
Augie Ray, over at his blog, has a great post about the Return on Investment of Social Media Marketing. The most important part to people who follow the online reputation management industry is the part about how social media marketing effects risk management.
Traditionally, few brands have wholly evaluated their marketing in directly measurable financial terms, and my new Forrester report recommends a traditional measurement approach for innovative social media marketing programs. Using a Social Media Marketing Balanced Scorecard, marketers can evaluate a diverse set of short- and long-term benefits that are both financial and not. This approach furnishes several benefits, such as aligning measurement to all corporate objectives and not just sales; providing a means for gaining consensus from diverse stakeholders; and avoiding short-term gains at the expense of long-term brand health.
Social media can help to combat brand reputation management problems. But it would be interesting to see a breakdown of how social media marketing can effect long term risks associated with online libel.
http://blogs.forrester.com/augie_ray/10-07-19-roi_social_media_marketing_more_dollars_and_cents
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