Caught in the web

In a survey carried out this year by Deloitte, the heads of companies and top managers opened up about what scares them most. It may come as some surprise that it is not the collapse of the economy or the competition or even mistaken assumptions in their business models. According to global business managers, the loss of their reputation is their greatest fear. As many as 40 pct regarded this as the main strategic risk for their company.As it turns out, it is the growth of social media that is mostly to blame for this. You might think I’m exaggerating, but In fact I’m not – and this is why. For example, when after fifteen years the sanitary and epidemiological authority discovered salmonellabacteria in Winiary’s instant mushroom soup brand, the news was soon all over the media and rapidly became the butt of many jokes. Such gags could be heard in cafés, in the corridors at work, and even at aunts’ birthday parties. I remember