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Bridget Tombleson
and
Katharina Wolf
In this course, you'll take on the role of a communications manager for a fictional organisation, making key decisions that will affect its online reputation.
You will experience:
- how to build a robust and sustainable online reputation
- the positives of building a strong participatory culture
- how to manage social media issues based on a real-life examples
- how to manage a crisis and respond appropriately across multiple platforms.
Read more
In this course, you'll take on the role of a communications manager for a fictional organisation, making key decisions that will affect its online reputation.
You will experience:
- how to build a robust and sustainable online reputation
- the positives of building a strong participatory culture
- how to manage social media issues based on a real-life examples
- how to manage a crisis and respond appropriately across multiple platforms.
Read more
In this course, you'll take on the role of a communications manager for a fictional organisation, making key decisions that will affect its online reputation.
You will experience:
- how to build a robust and sustainable online reputation
- the positives of building a strong participatory culture
- how to manage social media issues based on a real-life examples
- how to manage a crisis and respond appropriately across multiple platforms.
Throughout the course, you’ll learn from real life case studies and gain an understanding of the important role that blogs, Facebook, Twitter, Snapchat and other social platforms play in today’s business world.
The digital landscape is fast-paced and continually changing, yet is an equally challenging and exciting environment in which to work. This course is relevant to anyone working in marketing, communications, public relations, social media and advertising.
This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World that is specifically designed to teach the critical skills needed to be successful in this exciting field. In order to qualify for the MicroMasters Credential you will need to earn a Verified Certificate in each of the five courses.
Register for this course and see more details by visiting:
OpenCourser.com/course/seu6fm/reputation
What's inside
Learning objectives
- Manage an organisation’s online reputation
- Apply reputational management principles to manage online issues and crises
- Build a strong participatory culture to engage your audience.
- You'll learn how to:
- Manage an organisation’s online reputation
- Apply reputational management principles to manage online issues and crises
- Build a strong participatory culture to engage your audience.
- You'll learn how to:
Syllabus
Week 1: Corporate reputation in the digital age
In this module you will:
identify what a corporate reputation is and why it is important
examine how the digital age has affected reputation management
Read more
Syllabus
Week 1: Corporate reputation in the digital age
In this module you will:
identify what a corporate reputation is and why it is important
examine how the digital age has affected reputation management
Read more
identify the types of reputational risk that exist online and the difference between an issue and a crisis
Week 2: Reputation and participatory culture
explain what participatory culture is and why it is important
utilise the audience as co-creator of the story and brand
recommend ways in which to build a strong participatory culture
Week 3: How online has changed the media cycle
examine how the traditional media cycle has changed and the broader definition of who ‘the media’ is now
explain how online reputation affects offline reputation and whether an organisation can separate the two
Week 4: Managing reputation online
examine how to build a reputation – conversation and coverage
demonstrate how to protect a reputation in times of adversity
monitor your reputation and act on issues
Week 5: Protecting a Reputation: when it goes wrong, crisis response
identify ways to embrace online negativity/criticism
explain how to respond to a crisis online
debrief after a crisis and evaluate your response
Week 6: Towards best practice reputation management
examine how ethics relates to corporate reputation
articulate how to be authentic and speak ‘beyond the corporate voice’
compare best practice in building a sustainable corporate brand online
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Coursework provides key concepts and frameworks needed for managing digital reputation
Step-by-step, hands-on approach to managing digital reputation
Helps professionals navigate the rapidly changing digital media landscape in a practical way
Save this course
Save Reputation Management in a Digital World to your list so you can find it easily later:
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Reviews summary
Reputation management in a digital world
Learners say that Reputation Management in a Digital World offers a growth system and app that provides benefits like protections for all students. Reviewers found this to be a positive aspect of the course.
This course provides a growth system and app that offers benefits and protections for students.
"Growth system with app for students is benefitly ones like protections for all students with drones or satellites is like single privates bodyguards with memberships"
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Reputation Management in a Digital World with these
activities:
Review core principles of communication and public relations
Show steps
Refresh your knowledge of fundamental communication and public relations concepts to enhance your understanding of reputation management.
Browse courses on
Communication
Show steps
-
Review textbooks, articles, or online resources on communication theories and principles
-
Revisit case studies and examples of successful public relations campaigns
-
Attend webinars or workshops to gain insights from industry experts
Volunteering for a non-profit organization
Show steps
Gain hands-on experience in managing an organization's reputation by volunteering for a non-profit organization.
Show steps
-
Identify a non-profit organization that aligns with your interests
-
Contact the organization and inquire about volunteer opportunities
-
Participate in volunteer activities that involve reputation management
Create a comprehensive study guide
Show steps
Consolidate your notes and course materials into a single, comprehensive study guide to improve organization and retention.
Show steps
-
Gather and organize all course materials including notes, assignments, quizzes, and exams
-
Review and synthesize key concepts and ideas from each module
-
Create summaries and diagrams to clarify complex topics
-
Identify areas that need further review and mark them for later study
12 other activities
Expand to see all activities and additional details
Show all 15 activities
Read 'Reputation Management: Strategies and Tactics for the Digital Age' by Daniel Newman
Show steps
Gain insights into best practices and cutting-edge strategies for reputation management in the digital era.
View
Rudolph's Pediatrics, 23rd Edition
on Amazon
Show steps
-
Read through the book, taking notes and highlighting key concepts
-
Identify case studies and examples that illustrate the application of reputation management principles
-
Reflect on how the book's insights can be applied to your own role in corporate communications
Participate in online discussion forums
Show steps
Engage with peers and experts in online forums to exchange ideas, ask questions, and gain different perspectives on reputation management.
Show steps
-
Identify relevant online discussion forums or groups related to corporate reputation and communications
-
Actively participate in discussions, sharing your insights and seeking input from others
-
Monitor discussions regularly to stay updated on industry trends and best practices
Tutorial on using social media analytics tools
Show steps
Develop a stronger understanding of how to use social media analytics tools to track and measure an organization's online reputation.
Browse courses on
Social Media Tools
Show steps
-
Identify and select a social media analytics tool
-
Learn how to use the tool to track and measure key reputation metrics
-
Interpret the data and draw insights about an organization's online reputation
Explore online tutorials on participatory culture
Show steps
Gain a deeper understanding of participatory culture and its significance in modern reputation management.
Browse courses on
Participatory Culture
Show steps
-
Identify reputable sources and online platforms offering tutorials on participatory culture
-
Choose tutorials that cover aspects relevant to your role in corporate communications
-
Actively engage with the tutorials, taking notes and completing any interactive exercises
Practice managing social media issues
Show steps
Participating in this activity will help you to practice managing social media issues, which is an important skill for communications professionals.
Browse courses on
Social Media Management
Show steps
-
Identify a social media issue that you are interested in.
-
Develop a plan for how you would manage the issue.
-
Role-play the plan with a friend or colleague.
Responding to simulated events
Show steps
Practice responding to simulated events and issues that can affect an organization's online reputation.
Show steps
-
Identify and analyze different types of online issues and crises
-
Create a plan for responding to each type of issue or crisis
-
Practice responding to simulated events and issues
Create a social media campaign for a fictional organisation
Show steps
This activity will allow you to apply what you have learned in the course to a real-world scenario.
Show steps
-
Choose a fictional organisation.
-
Define the goals of the social media campaign.
-
Develop a plan for the campaign.
-
Create and publish the content for the campaign.
-
Track the results of the campaign.
Developing a social media strategy
Show steps
Develop a comprehensive social media strategy for an organization, including identifying target audiences, setting goals, and creating engaging content.
Browse courses on
Social Media
Show steps
-
Research and identify the target audience
-
Set clear goals and objectives for social media
-
Create a content calendar and plan
-
Create engaging and shareable content
-
Monitor and track the results of social media efforts
Analyzing online reputation case studies
Show steps
Analyze real-world case studies of organizations that have successfully managed or mishandled their online reputations.
Browse courses on
Case Studies
Show steps
-
Identify and select relevant case studies
-
Analyze the key factors that contributed to the success or failure of each case study
-
Develop recommendations for how organizations can improve their online reputation management
Conduct mock social media crisis simulations
Show steps
Develop practical skills in responding effectively to social media crises and safeguarding your organization's reputation.
Browse courses on
Reputation Management
Show steps
-
Establish hypothetical crisis scenarios based on industry trends and potential risks
-
Assign roles and responsibilities to participants, simulating a real-life crisis response team
-
Conduct the simulation, allowing participants to practice their responses and strategies
-
Debrief and evaluate the simulation, identifying areas for improvement and refining protocol
Develop a social media policy and guidelines
Show steps
Create a clear and comprehensive social media policy that outlines best practices and guidelines for your organization.
Browse courses on
Reputation Management
Show steps
-
Research industry standards and best practices for social media use in corporate communications
-
Identify potential risks and areas of concern related to social media use
-
Draft a policy that addresses key aspects such as content creation, employee conduct, and crisis management
-
Review and refine the policy with input from stakeholders and legal counsel, ensuring compliance with relevant laws and regulations
-
Communicate and implement the policy throughout the organization, providing training and support as needed
Develop a reputation management plan for a hypothetical organization
Show steps
Apply the concepts and principles learned in the course to create a comprehensive reputation management plan for a simulated organization.
Browse courses on
Reputation Management
Show steps
-
Define the scope and objectives of the reputation management plan
-
Conduct a thorough stakeholder analysis to identify key audiences and their expectations
-
Develop a comprehensive audit of the organization's current reputation
-
Create a strategic framework for building and maintaining a strong reputation
-
Outline specific tactics and initiatives to implement the plan
-
Establish metrics and monitoring mechanisms to track progress and measure effectiveness
Review core principles of communication and public relations
Show steps
Refresh your knowledge of fundamental communication and public relations concepts to enhance your understanding of reputation management.
Browse courses on
Communication
Show steps
Show steps
Show steps
- Review textbooks, articles, or online resources on communication theories and principles
- Revisit case studies and examples of successful public relations campaigns
- Attend webinars or workshops to gain insights from industry experts
Volunteering for a non-profit organization
Show steps
Gain hands-on experience in managing an organization's reputation by volunteering for a non-profit organization.
Show steps
Show steps
Show steps
- Identify a non-profit organization that aligns with your interests
- Contact the organization and inquire about volunteer opportunities
- Participate in volunteer activities that involve reputation management
Create a comprehensive study guide
Show steps
Consolidate your notes and course materials into a single, comprehensive study guide to improve organization and retention.
Show steps
Show steps
Show steps
- Gather and organize all course materials including notes, assignments, quizzes, and exams
- Review and synthesize key concepts and ideas from each module
- Create summaries and diagrams to clarify complex topics
- Identify areas that need further review and mark them for later study
12 other activities
Expand to see all activities and additional details
Show all 15 activities
Read 'Reputation Management: Strategies and Tactics for the Digital Age' by Daniel Newman
Show steps
Gain insights into best practices and cutting-edge strategies for reputation management in the digital era.
View
Rudolph's Pediatrics, 23rd Edition
on Amazon
Show steps
Show steps
Show steps
- Read through the book, taking notes and highlighting key concepts
- Identify case studies and examples that illustrate the application of reputation management principles
- Reflect on how the book's insights can be applied to your own role in corporate communications
Participate in online discussion forums
Show steps
Engage with peers and experts in online forums to exchange ideas, ask questions, and gain different perspectives on reputation management.
Show steps
Show steps
Show steps
- Identify relevant online discussion forums or groups related to corporate reputation and communications
- Actively participate in discussions, sharing your insights and seeking input from others
- Monitor discussions regularly to stay updated on industry trends and best practices
Tutorial on using social media analytics tools
Show steps
Develop a stronger understanding of how to use social media analytics tools to track and measure an organization's online reputation.
Browse courses on
Social Media Tools
Show steps
Show steps
Show steps
- Identify and select a social media analytics tool
- Learn how to use the tool to track and measure key reputation metrics
- Interpret the data and draw insights about an organization's online reputation
Explore online tutorials on participatory culture
Show steps
Gain a deeper understanding of participatory culture and its significance in modern reputation management.
Browse courses on
Participatory Culture
Show steps
Show steps
Show steps
- Identify reputable sources and online platforms offering tutorials on participatory culture
- Choose tutorials that cover aspects relevant to your role in corporate communications
- Actively engage with the tutorials, taking notes and completing any interactive exercises
Practice managing social media issues
Show steps
Participating in this activity will help you to practice managing social media issues, which is an important skill for communications professionals.
Browse courses on
Social Media Management
Show steps
Show steps
Show steps
- Identify a social media issue that you are interested in.
- Develop a plan for how you would manage the issue.
- Role-play the plan with a friend or colleague.
Responding to simulated events
Show steps
Practice responding to simulated events and issues that can affect an organization's online reputation.
Show steps
Show steps
Show steps
- Identify and analyze different types of online issues and crises
- Create a plan for responding to each type of issue or crisis
- Practice responding to simulated events and issues
Create a social media campaign for a fictional organisation
Show steps
This activity will allow you to apply what you have learned in the course to a real-world scenario.
Show steps
Show steps
Show steps
- Choose a fictional organisation.
- Define the goals of the social media campaign.
- Develop a plan for the campaign.
- Create and publish the content for the campaign.
- Track the results of the campaign.
Developing a social media strategy
Show steps
Develop a comprehensive social media strategy for an organization, including identifying target audiences, setting goals, and creating engaging content.
Browse courses on
Social Media
Show steps
Show steps
Show steps
- Research and identify the target audience
- Set clear goals and objectives for social media
- Create a content calendar and plan
- Create engaging and shareable content
- Monitor and track the results of social media efforts
Analyzing online reputation case studies
Show steps
Analyze real-world case studies of organizations that have successfully managed or mishandled their online reputations.
Browse courses on
Case Studies
Show steps
Show steps
Show steps
- Identify and select relevant case studies
- Analyze the key factors that contributed to the success or failure of each case study
- Develop recommendations for how organizations can improve their online reputation management
Conduct mock social media crisis simulations
Show steps
Develop practical skills in responding effectively to social media crises and safeguarding your organization's reputation.
Browse courses on
Reputation Management
Show steps
Show steps
Show steps
- Establish hypothetical crisis scenarios based on industry trends and potential risks
- Assign roles and responsibilities to participants, simulating a real-life crisis response team
- Conduct the simulation, allowing participants to practice their responses and strategies
- Debrief and evaluate the simulation, identifying areas for improvement and refining protocol
Develop a social media policy and guidelines
Show steps
Create a clear and comprehensive social media policy that outlines best practices and guidelines for your organization.
Browse courses on
Reputation Management
Show steps
Show steps
Show steps
- Research industry standards and best practices for social media use in corporate communications
- Identify potential risks and areas of concern related to social media use
- Draft a policy that addresses key aspects such as content creation, employee conduct, and crisis management
- Review and refine the policy with input from stakeholders and legal counsel, ensuring compliance with relevant laws and regulations
- Communicate and implement the policy throughout the organization, providing training and support as needed
Develop a reputation management plan for a hypothetical organization
Show steps
Apply the concepts and principles learned in the course to create a comprehensive reputation management plan for a simulated organization.
Browse courses on
Reputation Management
Show steps
Show steps
Show steps
- Define the scope and objectives of the reputation management plan
- Conduct a thorough stakeholder analysis to identify key audiences and their expectations
- Develop a comprehensive audit of the organization's current reputation
- Create a strategic framework for building and maintaining a strong reputation
- Outline specific tactics and initiatives to implement the plan
- Establish metrics and monitoring mechanisms to track progress and measure effectiveness
Career center
Learners who complete Reputation Management in a Digital World will develop knowledge and skills
that may be useful to these careers:
Public relations manager
Public relations manager
As a Public Relations Manager, you are responsible for the public image of organizations. In the modern day, this means ensuring that your organization is as presentable and prosperous online as it is in-person. This course can assist you in learning how to manage your online reputation and engagement in a systematic and organized manner that will serve your organization's best interests. The curriculum's discussion on real-world case studies helps you to understand how others have succeeded and failed at this role in various industries and company cultures.
Social Media Manager
Social Media Manager
As a Social Media Manager, you are responsible for an organization's online reputation and image, building brand engagement and curating brand messaging to promote an organization and its products and services. This course may be useful for you in learning how to manage an organization's online reputation, which will be a core responsibility of your job. The hands-on experience in managing a fake organization's reputation through simulated events will be especially helpful for gaining a practical understanding of the skills required for the job.
Digital Marketing Manager
Digital Marketing Manager
As a Digital Marketing Manager, your clients will rely on you to manage their online presence and reputation. In this course, you will learn how to build a robust and sustainable online reputation, as well as how to manage social media issues and crises. These are essential skills for a career in digital marketing. Upon completing this course, you should be more prepared in your ability to build a strong participatory culture through which you engage audiences across different platforms.
Communications Manager
Communications Manager
As a Communications Manager, strong communication skills are only part of the job. You must also understand how to successfully communicate with a constantly evolving interconnected and globalized audience. This course can help you achieve that understanding through its emphasis on participatory culture and digital engagement. The course will also provide you with real-world case studies on how other organizations have approached these challenges.
Marketing Communications Manager
Marketing Communications Manager
As a Marketing Communications Manager, your responsibilities encompass many similar tasks as a Marketing Manager, such as developing and executing marketing and communications campaigns. However, your focus will be on the communication aspect. You will need to use different channels to ensure successful brand messaging and engagement with your target audience. This course may be useful in building a foundation for understanding how to effectively do this, especially when faced with challenges and crises during the campaign.
Corporate Communications Manager
Corporate Communications Manager
As a Corporate Communications Manager, managing the messages and information that the public receives about your organization is vital. In this role, you act as a liaison between the organization and the public, ensuring the organization's messaging is consistent. This course can assist you in learning how to manage the public perception of an organization, which is critical to your job responsibilities. Its focus on case studies and real-world examples provides an opportunity to learn from other organizations.
Marketing Manager
Marketing Manager
Marketing Managers are responsible for an organization's marketing efforts. One aspect of marketing involves managing an organization's online reputation. This course may be useful for you in learning how to do this. The course also provides real-life case studies on how companies have succeeded and failed at reputation management, which will help you to learn from others' experiences and mistakes.
Public Relations Specialist
Public Relations Specialist
As a Public Relations Specialist, you work closely with the media to shape and disseminate information about an organization to the public. This course can help you build upon your communications skills. You will learn how to communicate your message clearly and effectively, in both good times and bad. This will serve you well in your career, particularly as you navigate crises.
Media Relations Manager
Media Relations Manager
As a Media Relations Manager, you are responsible for managing the media relations of an organization. This includes developing and executing media campaigns, as well as responding to media inquiries. This course can be useful for developing the skills you need for this role. You will learn how to build relationships with journalists and how to communicate your message effectively through the media.
Chief Marketing Officer
Chief Marketing Officer
As a Chief Marketing Officer, you are responsible for overseeing all aspects of an organization's marketing strategy. This includes developing and executing marketing campaigns, as well as managing the organization's brand and reputation. This course may be useful for you in learning how to manage an organization's reputation, which is a critical part of your job. The course also provides real-life case studies on how companies have succeeded and failed at reputation management, which will help you to learn from others' experiences and mistakes.
Chief Communications Officer
Chief Communications Officer
As a Chief Communications Officer, you are responsible for overseeing all aspects of an organization's communications strategy. This includes developing and executing communications campaigns, as well as managing the organization's brand and reputation. This course may be useful for you in learning how to manage an organization's reputation, which is a critical part of your job. The course will also provide you with real-life case studies on how companies have succeeded and failed at reputation management, which will help you to learn from others' experiences and mistakes.
Brand Manager
Brand Manager
As a Brand Manager, you are responsible for developing and managing an organization's brand. This includes developing and executing branding campaigns, as well as managing the organization's brand reputation. This course may be useful for you in learning how to manage an organization's reputation, which is a critical part of your job. The course will also provide you with real-life case studies on how companies have succeeded and failed at reputation management, which will help you to learn from others' experiences and mistakes.
Advertising Manager
Advertising Manager
As an Advertising Manager, you are responsible for developing and executing advertising campaigns for an organization. This includes developing and executing creative advertising campaigns, as well as managing the organization's advertising budget. This course may be useful for you in learning how to manage an organization's reputation, which is a critical part of your job. The course will also provide you with real-life case studies on how companies have succeeded and failed at reputation management, which will help you to learn from others' experiences and mistakes.
Marketing Consultant
Marketing Consultant
As a Marketing Consultant, you will help organizations to develop and execute their marketing strategies. Your ability to manage their online reputation will be part of your job. This course can help build upon your understanding of how to do this. You will learn how to build a strong and sustainable online reputation for your clients, as well as how to manage social media issues and crises.
Communications Consultant
Communications Consultant
As a Communications Consultant, your clients will hire you to assist them in developing and executing their communications strategies. A key part of this will be reputation management. This course can help build upon your understanding of how to do this. You will learn how to build a strong and sustainable online reputation for your clients, as well as how to manage social media issues and crises.
For more career information including salaries, visit:
OpenCourser.com/course/seu6fm/reputation
Reading list
We've selected nine books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Reputation Management in a Digital World.
This edited volume brings together leading researchers and practitioners to explore the latest research and best practices in corporate reputation management. It provides in-depth insights into the role of communication in building and protecting reputation, as well as strategies for managing reputation in the digital age.
Save
This thought-provoking book examines the impact of the digital age on corporate reputation. It explores how businesses can leverage social media and other online platforms to build and protect their reputation, and how to respond effectively to online crises.
Save
This practical handbook provides a step-by-step guide to crisis management. It covers everything from identifying potential crises to developing a crisis communication plan to responding to a crisis in real time.
This comprehensive guide to social media marketing provides practical advice on how to use social media platforms to build a strong brand and engage with customers. It covers everything from creating a social media strategy to measuring the results of your campaigns.
Provides a comprehensive overview of social media analytics. It valuable resource for anyone who wants to learn more about how to measure and improve their social media marketing efforts.
Save
Provides a comprehensive overview of social media marketing. It valuable resource for anyone who wants to learn more about how to use social media to market their business or organization.
Provides a strategic approach to social media marketing. It valuable resource for anyone who wants to learn more about how to use social media to achieve their marketing goals.
Provides a step-by-step guide to social media marketing. It valuable resource for anyone who wants to learn more about how to use social media to market their business or organization.
Save
Provides a comprehensive overview of social media ROI. It valuable resource for anyone who wants to learn more about how to measure the success of their social media marketing campaigns.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/seu6fm/reputation
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Effort
3 to 4 hours per week for 6 weeks
Level
Intermediate
Via
edX
Institution
Curtin University
Instructors
Bridget Tombleson
Katharina Wolf
Session
March 12, 2024
- November 20, 2024
Language
English
Transcript
English
This course belongs to a
collection
called
Marketing in a Digital World. It's comprised of five courses:
- Digital Branding and Engagement
- Reputation Management in a Digital World (viewing)
- Buyer Behaviour and Analysis
- Strategic Brand Management
- Online Marketing Strategies
Good to know
Coursework provides key concepts and frameworks needed for managing digital reputation
Step-by-step, hands-on approach to managing digital reputation
Helps professionals navigate the rapidly changing digital media landscape in a practical way
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