KEYNOTE: Day 1

Sticks and Stones:
How Digital Business Reputations Are Created Over Time and Lost in a Click

Larry Weber

Overview: In today’s digital world, individuals and businesses of all sizes need to learn how to build and safeguard their most important asset – their reputation.  The total sum of the positive impressions that an individual, product or service, brand or organization makes on its stakeholders helps to build reputation equity. The stronger the reputation equity, the more easily it can overcome attacks. You can influence reputation, you can improve it, you can defend it or destroy it – but you can no longer control it completely. In the past, companies built reputation equity through advertising, public relations, customer relationship management, and more.  In the digital age, they will continue to build it through these tools – all modified by digital technology.