数字世界中的声誉管理

Reputation Management in a Digital World

Learn how to develop, manage and protect an organisation’s online reputation through social media including Facebook and Twitter.

929 次查看
科廷大学
edX
  • 完成时间大约为 6
  • 中级
  • 英语
注:因开课平台的各种因素变化,以上开课日期仅供参考

你将学到什么

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.

课程概况

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.

课程大纲

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  
identify the types of reputational risk that exist online and the difference between an issue and a crisis

Week 2: Reputation and participatory culture
In this module you will:

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
In this module you will:

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
In this module you will:

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
In this module you will:

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
In this module you will:

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

预备知识

Students should have an understanding of marketing and public relations concepts. Students also need an understanding of different online platforms.

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