Reputation Avatar at Work

February 26, 2011

Reputation Avatar at Work

Because “badvocates” are everywhere, I am always drawn to reading about them when it comes to reputation. An article on Mashable about what to do with badvocates made me think twice. A person is quoted who used to handle complaints for Intuit and she suggested that one way of dealing with detractors was to use an avatar.

“…engaging and displaying human avatars changed sentiment from 65% negative towards QuickBooks to only 35% negative. My avatar was always a picture of one of my children and me during that time. I regularly told folks that it was easy to say ‘f**k you’ to Intuit the brand, but really hard to swear at the mommy and the baby. Especially when the mommy was helping.”

So this got me thinking that a reputationXchange avatar could be fun. Not that I am being attacked or haranged by detractors. I just thought that perhaps I should consider it if I am recommending it to others.

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Leslie Gaines-Ross
Leslie Gaines-Ross
lesliegainesross@gmail.com

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of reputations.

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