Protect Your Brand in Cyberspace

The lesson here is simple: Treat the newest members of the Fourth Estate just as you would their forbears -- with respect, authenticity and honesty.

Bulletproof the Brand

Here's perhaps the most important thing to remember about social media: It isn't just a valuable crisis management tool; it can also help prevent crises altogether. When a company uses the digital space to proactively share its messages with key stakeholders, it places potential online critics on the defensive against already established perceptions of openness and accountability. It likewise builds a cadre of third-party allies who can come to the company's support if needed.

For those ready to make their first foray into the social media, bear in mind the following:

• Remain vigilant. Just as good conversations require more than one sentence, effective engagement of the digital media marketplace requires sustained commitment.
• Diversify your messengers. The online community isn't only interested in how the C-Suite sees things. They want to know what the rank-and-file think as well as board members and independent analysts.
• Make it a true conversation. Your online dialogue should not be about you, but rather about issues of direct concern to your stakeholders.

Companies that make a lasting commitment to monitoring, engaging, and building relationships in the digital space will find the returns well worth the investment -- both in times of crisis and relative calm.