"They hide everything from us, they tell us nothing" sang Jacques Dutronc. In the era of permanent fact checking, these words have never had such an echo. On a daily basis, institutional discourse – whether it comes from political organisations, associations or brands – is questioned thanks to digital media, which gives everyone the power to be heard. Consumers more powerful than press officers and journalists? Is it serious doctor ? A beneficial paradigm shift With Twitter, Facebook, Snapchat and others, brands are now everywhere with us. They are accessible to us “almost” 24/7. We can talk to them, challenge them as equals. A voice “freed” from all constraints, which also allows new prescribers to emerge. You no longer need to be a journalist to have an opinion and tell it to as many people as possible. A context that can "hurt my brand" and that could frighten communicators as leaders. Investing on the web is for a business...
The merciless universe of e-reputation monitoring
