Spotting online influentials among business audiences

Idil Cakim

The way a company chooses to disclose information about itself greatly impacts its reputation. The Internet is often overlooked as a channel that can be strategically used to relay corporate messages to key constituencies.

Spotting On-Line Influentials Among Business Audiences

Using on-line research in viral marketing campaigns

Idil Cakim Burson-Marsteller
 
Why Corporate Reputation Matters

The way companies manage their intangible values, as well as material assets, affects their evaluation in the marketplace. Market capital (i.e., trademarks, patents, brand reputation, corporate reputation, etc.), human capital (i.e., knowledge skills and competencies that managers and employees possess, etc.), structural capital ...

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