The Gap tasked CooperKatz to audit the blogosphere and other social media channels to identify who was talking about the company and its brands; analyze what they were saying – both positive and negative; determine the level of influence of their comments; and recommend steps the company could take to protect/enhance its reputation online.
CooperKatz started the engagement with an extensive assessment of blogosphere commentary as it related to the company’s four major brands: The Gap; Banana Republic; Old Navy; and Forth & Towne. Findings revealed a set of product, service, manufacturing and public affairs issues that were receiving high attention among influential bloggers. Also discovered was a large amount of personal blogging by Gap employees that specifically referenced their workplace experiences.
In a detailed report, CooperKatz recommended that The Gap establish corporate blogging guidelines and incorporate them into new employee orientation materials. We also proposed – and subsequently executed – an ongoing monthly blogosphere monitoring program that tracked Gap mentions in a set of influential ad/marketing, pop culture and political blogs. As special-focus issues emerged, we created custom reports with specific actions we recommended the company take.