He continues with a self-invent model to classify the nature and extent of online complaints: the online escalation thermometer , which describes 5 negative and 5 positive categories of criticism. Great to classify everything and measure it against the ruler. We love checklists.
A few points of criticism
Van der Aart discusses in some detail where people complain online (blogs, forums, review sites, etc.). In my opinion, it is unnecessary to latvia phone number list devote an entire . A chapter to this, certainly for the professionals among us. According to quotes from . Van der Aart’s colleagues at the beginning of the book, the book is suitable for both PR consultants and the small SME around the corner, but in my opinion this chapter is mainly for the latter group – for people who read the book and do not have much knowlge of the internet and/or communication. But of course, as a professional you can simply skip this chapter.
A of online reputation management (ORM) and how you can use this instrument to tackle criticism on the internet. Using 7P’s, he presents a step-by-step plan for how you can set this up. Here it suddenly feels somewhat contradictory and for the first time I get the . A feeling that the book could have been structur differently; wouldn’t it have been better to start with this . After all, this book is mainly about what ORM is, why you should and can do it yourself. And only then is it useful to know what types of complainers you can distinguish and how to deal with them.
Webcare vs. online reputation management
why-reputation-managementWebcare also gets its own chapter, rightly so in my opinion because it receives so much attention. At the same time, however europe email , ORM and webcare are often lump together and only large organizations separate them (often ORM and webcare are even done by different departments). This fact, understand your target audience before crafting content namely how this is organiz in different types of organizations (and what is/isn’t useful about that), remains underexpos in my opinion.