Press Club de France - Tuesday, May 31 - E-reputation: hell or heaven for brands?

Conference later in the day reserved exclusively for members of the Press Club de France and I will speak in an exchange with Isabelle Bourdet, its director. Feel free to contact me if you want to attend, I have a few invitations as skeaker.

E-reputation: hell or heaven for brands?

The web has exposed individuals' reputations and brands in the eyes of all. There is talk of e-reputation. In writing "Hell is other people ...", Jean-Paul Sartre was prophetic. The recent situation with John Galiano, Air France on the price of flights from Japan, change the logo or mascot Gap Malabar crises demonstrate a new type altogether.

The social web is a breeding ground for scandals: the opinions and emotions are spreading like wildfire. But this virality also offers great opportunities.

Dunkin Donuts started a conversation on Twitter, Ford has highly personalized communication on new media, Telez staged Z Dog on Facebook, Lego has segmented its communities to become ambassadors: these actions are initiatives to influence the reputation of these brands.

Through these and other examples, we will share the risks and opportunities for businesses and the virtuous circle of e-reputation.