content cannot be controlled in advance
Reputation management is the practice of monitoring the reputation of an individual or brand, checking contents that are damaging it, and using customer feedback to get early warning signals to reputation problems.
In terms of strategic reputation management, content cannot be controlled in advance and that content cannot be managed in the same way as, for example, conventional media such as TV or newspapers.
Reputation management is a strategic need of building and sustaining competitive advantages.
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