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它山之石

保护你的企业形象

来源:派臣科技|时间:2019-02-09|浏览:

In an increasingly transparent online world you need to realise that your business decisions and actions have greater exposure and are easily circulated through social media. Therefore the decisions you make need to be well informed to ensure that your business will expand and benefit from them.

在一个日益透明的网络世界,你需要意识到,你的商业决策和行动具有更大的曝光度,而且很容易通过社交媒体传播。因此,你所做的决定需要充分了解,以确保你的业务将扩大并从中受益。

Whilst the media is hugely productive, is is also very intrusive and you must have your wits about you in order to protect your brand and your business. In 2010 Greenpeace found an opportunity to act upon their ardent concern for the environment. They coordinated a social media campaign that attacked Nestle at brand level in order to engage with a greater audience. The kit Kat logo was altered to Killer along with heavily branded material and soon YouTube, Twitter and Facebook was inundated with content. High, negative social media traffic continued for 9 weeks and Nestle were unable to control the alteration of their brand. This example reiterates the quick pace of social exposure and demonstrates the importance of protecting the image of your online business.

虽然媒体是非常多产的,也是非常侵扰性的,为了保护你的品牌和你的生意,你必须保持你的智慧。2010年,绿色和平组织找到了一个机会,利用他们对环境的热切关注采取行动。他们协调了一场社交媒体运动,在品牌层面攻击雀巢,以吸引更多的受众。奇巧(kit Kat)的商标被改成了Killer(杀手),还有大量的品牌材料。很快,YouTube、Twitter和Facebook上就充斥着奇巧的内容。社交媒体的高负面流量持续了9周,雀巢无法控制其品牌的变化。这个例子重申了快速的社交曝光速度,并展示了保护你的在线企业形象的重要性。

Take everything into consideration…

把一切都考虑进去……

An example of a widespread business decision is to agree to a partnership, where two or more companies decide to join, based on a common ground that is shared between them. Companies become interdependent on each other and have a broader management base with a view to grow their business. However interdependency and shared responsibility can also be dangerous. You are essentially allowing your brand to be managed by someone else. How can you be sure that your business isn’t treated as a means to an end? You need to set out the terms of your agreement clearly and consider the effect it will have on your business in the overhaul. This will help prevent your business from being misused and exploited. Misunderstandings can easily transcend into disagreements that can cause partnerships to turn sour. Internal friction will be readily exposed by social media and this is bad for your business’s image, so you need to be careful.

一个广泛的商业决策的例子是同意合作,两个或两个以上的公司决定加入,基于他们之间的共同基础。公司变得相互依赖,并拥有更广泛的管理基础,以扩大业务。然而,相互依赖和分担责任也可能是危险的。你实际上是在允许别人管理你的品牌。你怎么能确定你的生意没有被当作达到目的的手段呢?你需要清楚列明合约的条款,并考虑合约的修订对你的业务有何影响。这将有助于防止您的业务被滥用和剥削。误解很容易转化为分歧,导致合作关系恶化。内部摩擦很容易被社交媒体曝光,这不利于你的企业形象,所以你需要小心。

With your online business your brand is an indication of professionalism, but good branding comes with knowing your company values, direction and ability to deliver on promises. Don’t let bad branding destroy your integrity - know your business and allow yourself to build lucrative customer relationships that will in turn boost your bottom line.

在你的在线业务中,你的品牌是专业的标志,但良好的品牌意味着了解你的公司的价值观、方向和兑现承诺的能力。不要让糟糕的品牌毁掉你的诚信——了解你的业务,允许自己建立利润丰厚的客户关系,这将反过来提高你的底线。

What tips can you give on protecting your online business?Ask Paichen, an expert on website construction.

你有什么建议可以保护你的网上业务?咨询一下网站建设专家派臣吧!

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