Five Ways to Ethically Manage a Brand's Online Reputation | Amy Hayes - 1 views
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businesses now compete in "a new marketplace reality in which people buy products, take jobs, and make investments based primarily on their trust, admiration and appreciation for the companies and institutions that stand behind them."
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What once was built on direct, personal interaction is now largely developed via a series of online and often anonymous interactions.
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there is now a cottage industry of enterprising individuals who are looking to make a quick buck by posting fake reviews, comments and stories about a brand or its competitors.
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