B2B260

Reputation Management and Governance

Managing B2B communications involves managing your company’s reputation. Monitoring all forms of media, including TV, radio, print, digital, mobile and the social web, requires stakeholder research, comprehensive understanding of industry language, and the technical set-up of listening dashboards. By watching for brand and competitor mentions, including reactions to industry issues and news, a B2B communicator can find opportunities for thought leadership and proactively address potential crises.

To deliver B2B messages, participate in dialogues and respond to comments on multiple platforms, we must address the risks and governances around corporate social media participation. Creating a board of new media advisors that include each department is the first step in developing an organization-wide social media policy. This involves evaluating B2B opportunities for engagement, establishing participation guidelines for each digital touch point, developing risk assessment and flow charts for crisis communications, and preparing brand representatives to respond quickly online.

This course is available at the following time(s) and location(s):

Campus Session(s) Instructor(s) Cost Seats available  
Online - Natasha Netschay Davies $780.00 30 Register

For online offerings, registration may close up to two business days before the course begins. Your course begins on the first date listed and ends six days after the last date listed. The interim dates/times are not your actual online class times.

What will I learn?

This course will cover the following:

  • Identifying strategic search terms for reputation monitoring
  • An overview of a leading monitoring and listening tool
  • Practice in configuring an industry dashboard for reputation management
  • How the Copyright Act of Canada applies to brand literature, and why companies should monitor potential infringement use 
  • The main components of social media guidelines and policies for participation, engagement and response

How will I learn?

  • Online lectures
  • Online discussions
  • Technical configuration of monitoring dashboard

How will I be evaluated?

  • Online participation 5%
  • Assignments 45%
  • Dashboard configuration 50%

Learning materials

  • Presentations
  • Resources

Hardware and software requirements 

We deliver this course using SFU's online course management system, Canvas. You will receive course details and Canvas access instructions on the first day of the course. You can check if your browser is compatible with Canvas here.

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