The permanent public

The digitalisation of our society is proceeding inexorably, and the way in which we communicate and take knowledge on board has been transformed; all of which has a huge impact on companies and institutions, brands, products and services. Indeed much of corporate reputation and added value is determined determined. Likes, shares, retweets, recommendations, ratings, pins and comments are the new currencies amid intensifying competition for the attention of target groups.

Social media has usurped the traditional press in the favour of consumers. The increasingly critical public sphere, saturated with advertising has become its own medium. This underlines both the importance of credibility and transparency and the exacerbated risks: A single upset tweet or angry Facebook post from disappointed customers, former employees or competitors can spread like wildfire and damage your image irreparably in the process.