Because if not, you should be!
Radically Transparent: Monitoring and Managing Reputations Online, by Andy Beal and Dr. Judy Strauss, is a marketing book that everyone from small companies to big corporations should read. Radically Transparent is written to help both individuals and businesses manage their reputations in a world of marketing that has been turned upside by the advent of the internet, and was recommended to me by several of my online contacts who are involved in pr and marketing.
Radically Transparent starts with a primer on the importance of managing your company’s reputation online and the consequences that can happen if you don’t. It then moves along into how-to’s on using tools like social media, search engine optimization and blogging to achieve your marketing and reputation management goals.
Radically Transparent tells the stories of several large companies like Dell and Jet Blue and their online reputation problems, and how they have managed them. But it isn’t only for large companies…a lot of attention is also paid to being able to use the methods the book describes to manage your individual reputation online. That is becoming more and more important in a time when people’s online reputation is as important to doing business as their off-line reputation.
It has been a long time since I’ve read a book with a highlighter in my hand, but this book is that good and that important. My copy is now filled with yellow highlighting and tape flags marking things to refer back to for review and reference.
If you are online in any way as an individual or are involved in marketing or public relations for a business of any size, this book is a must-read. It deals with the revolutionary changes that have been brought to marketing and reputation management by the technology of the internet in the past few years in a way that no other resource I’ve seen has.
(Note: If you’d like to preview chapter one of the book, you can read it here on the authors’ website. )