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6 steps for protecting corporate reputation in the social media ages, by Layla Revis via mashable.com

Layla Revis is vice president of digital influence at Ogilvy PR Worldwide. ---

It takes years to build a good reputation, but seconds to damage it beyond repair, as executives at companies from Dell to Domino’s certainly have found out.

This was a sentiment echoed by executives at the Senior Corporate Communication Management Conference in New York when discussing social media and corporate reputation and how to embrace the new reality of immediate communications.

When you consider the sheer volume of earned media, or word of mouth generated on the Internet each and every day, it is clear that “controlling” messaging is no longer an option for large companies, who, for many years, have been in the driver’s seat when it comes to their own reputation.

So how can a reputation bashing be avoided on the social web? Open communications and speedy response are among the pointers for corporate communicators. Marcus Molina, SVP – Latin American Communications, MasterCard shared these classic examples of corporate crisis and advice on how manage them effectively.

1. Don’t Pretend a Crisis Is Not Happening

As Gemma Craven, EVP from Ogilvy’s 360 Digital Influence team says, “It’s no longer the Golden Hour, but the Golden Minute. Lack of a well crafted, well meaning response could cost you.”

Similarly, Robert DeFillippo, chief communications officer from Prudential Financial explains, “It’s just as dangerous to over respond as it is to under respond.”

2. Don’t Make an Empty Gesture

Apologizing for apologizing only comes across as lazy and uninspired.

3. Don’t Refuse to Backtrack

Netflix refused to go back to its original price and its stock still sags below what it used to be.

Social media should be used as a tool for honest communication. Admit your mistake, and speak directly to your customers about how you’ll be going back to fix things.

4. Develop Channels of Communication

Utilize or establish a blog, Twitter and Facebook networks and a strong company intranet to reassure customers and employees. This allows you to convey messaging through email, video, or webchats. It’s very democratic in nature. It’s a need in a world that evolves at the speed of light.

5. Establish a Crisis Communications Response Team

Companies must drive the messaging and response. Use listening platforms, monitor sentiment, and establish a dedicated team to inform and advise internal and external stakeholders of issues and responses.

6. Become Influential and Change Perceptions

Become influential. We are the centerpieces of this new world. If you don’t write, take speaking engagements, talk to your audiences and connect, you become irrelevant. You simply disappear.

Use these channels to focus the conversation around your brand so that when a crisis does arise, you have more control over the perception.