The content an organization publishes online is increasingly contributing to how customers regard that organization’s brand.
When was the last time you ever met someone from Amazon? When was the last time you had a phone call with someone from Amazon? Probably never.
Yet in 2014 Amazon came first in a ranking of reputation in a poll of 14,000 U.S. consumers by Harris Interactive. (Google was fourth.)
“Amazon is predominantly a virtual company where you don’t get to see the people. You don’t see brick and mortar,” states Robert Fronk, executive vice-president of reputation management at Harris. “For them to first of all have the highest reputation, but more importantly to be the company with far and away the highest emotional appeal, is amazing.” (According to Harris, emotional appeal is made up of a combination of trust, admiration and respect.)
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