Instead of “attacks,” I’ll use the term “semantic strikes” to refer to the insidious modification of meaning in an effort, by opposing forces, to alter the image of a company. Insidious indeed. Semantic strikes, whether intentional or unintentional, can be used in brand redefinition campaigns.
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Richard Telofski is a competitive strategy analyst. Specializing in anti-corporate activism, he examines the actions of "irregular competitors" (i.e., activists and NGOs) and how those organizations impact business from within online and offline media.  |
I thought, “Is this a genuine inquiry? Perhaps for a partnership? Or is this a quick and easy method of identifying potential competitors?” In other words, was this guy on a fishing trip? It could be either. In Part 1, we discussed the “returns” of your competitor’s blog. Here we identify the actual “investments” that the competitor needs to make. Identifying the return on your competitor’s blog need not be as difficult as it may seem. In this report, we give you great ideas for analysis. Today’s post discusses a threat example of how sensitive company information may be extracted through use of social networks. Not through anything like surreptitious interaction, mind you. But simply by harvesting it. Now, I’m not saying that Mommybloggers are mindless automatons like The Borg. Wait a minute. Maybe I should say that. After all, posts of that nature are notorious as link bait and traffic attractors. And they really fill out the comment column, too. Given that humans are human and people make mistakes, even the most careful of us, you as a social network member at some point will likely give up a little kernel of knowledge about your business or about your company. |
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But I will say this . . .