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More About This Title Sticks and Stones: How Digital Business Reputations Are Created Over Time and Lost in a Click
—Michael E. Porter, Bishop William Lawrence University Professor, Harvard Business School
"In Sticks and Stones, Larry Weber presents a compelling look at the challenges of protecting corporate reputation in a world where company information can cross borders and gain momentum in an instant via the Internet. Drawing on his keen eye for communications trends, Larry offers practical advice for navigating this ever-changing environment. Corporate leaders would be wise to embrace his counsel."
—Ron Sargent, Chairman and CEO, Staples, Inc.
"Businesses no longer control their brands. At best, they can influence the communities of constituents who debate, shape, and refine their definition of what the brand means to them. Marketers and business executives can tap into these conversations to form incredibly rich and lasting bonds or allow themselves to be rolled by them. Larry Weber understood this dynamic long before most commu-nications thought leaders. In Sticks and Stones, he delivers not only bountiful examples of the best and worst practices in reputation management, but also practical advice that any leader can use to understand and shape reputation in this complex new world. This is a must-read book for the modern marketer."
—Paul Gillin, author, The New Influencers and Secrets of Social Media Marketing
"In today's interconnected world of social networking, 24/7 blogging and Twitter, a company's livelihood relies, in large measure, on its ability to build a reputable online presence. Sticks and Stones is a must-read for any leader in business, academia, or politics who wants to achieve and maintain a 21st-century, online competitive advantage."
—Deborah Wince-Smith, President, Council on Competitiveness
PART I DIGITAL WORLD, DIGITAL REPUTATION.
CHAPTER 1 Your Digital Reputation in World 2.0.
CHAPTER 2 Psst—Want to Know Who's Talking About You?
PART II SHAPE YOUR REPUTATION.
CHAPTER 3 Building Reputation: Start a Dialogue.
CHAPTER 4 Building Reputation: Something to Talk About.
CHAPTER 5 Building Reputation: Where to Be on the Web.
CHAPTER 6 This Means New Roles, New Jobs for Every Organization.
PART III IT'S ALL ABOUT YOU (AND YOUR FIRM).
CHAPTER 7 Click—Your Personal Reputation at Stake.
CHAPTER 8 Can a Small Business Build a Big Digital Reputation?
CHAPTER 9 Big Business, Big Digital Rep.
PART IV TOOLS AND TACTICS.
CHAPTER 10 The YouTube Juggernaut.
CHAPTER 11 How to Respond to Negative Comments, Gripes, and Crises.
CHAPTER 12 The New Craft of Public Relations.
CHAPTER 13 Reputation Lessons from the Obama Campaign.
CHAPTER 14 The Future of Digital Reputation.