MANIPURATED: HOW BUSINESS OWNERS CAN FIGHT FRAUDULENT ONLINE RATINGS AND REVIEWS

Book ID/图书代码： 02173015B85577

English Summary/英文概要： Manipurated is a manifesto for business owners struggling against an online ratings and reviews industry that is holding their businesses hostage through manipulative practices. Manipurated uniquely combines an exposé of the shifty inner workings of this industry with a step-by-step playbook to empower the 30 million American business owners desperately trying to fight back. In today’s hyperconnected world, business owners are confronted with the challenge of managing their online reputation right out of the gate. The first weekend for a new deli, salon, café, or boutique store can be make-or-break with online reviews. Few business owners understand that amazing businesses can be permanently damaged with a few bad reviews. Managing a reputation online requires skills and tactics that are not always intuitive to business owners, and is made more difficult by the presence of fraudulent and fake reviews. Manipurated gives business owners an insider’s view of how the multibillion-dollar ratings and reviews machine systematically stacks the cards against them ― and more important, empowers business owners to fight back with a six-step playbook to defend, control, and enhance their business’s online reputation. Both a warning and a call to action, Manipurated is a must-read for all business owners who depend on online reviews.

Chinese Summary/中文概要： 《操纵》是企业主反抗欺诈性在线评级和评论的宣言书，通过巧妙处理的实例来把持自己的商业。《操纵》独一无二地将该行业变化多端的内部运作的揭露和让3000万美国企业主拼命反击的一步步的指导手册结合起来。在当今的互联世界中，为了更好地发展，企业面临着管理他们的网络声誉的挑战。新的熟食店，美发店，咖啡馆或精品店开业的第一周，网上评论可以是成败的因素。很少有企业主了解到，企业可以因为一些不好的评论而受到永久性的损失。管理网络声誉需要的技巧和策略对于企业主来说并不总是直观的，并且欺诈和虚假评论的存在使其更困难。《操作》给企业主提供了数十亿美元的评级和评论机系统如何遮掩不利评论的内幕——更重要的是，让企业主用六步手册防守，控制，并提高他们的网上声誉。《操纵》同样也是一个警告和采取行动的呼吁，那些依靠网上评论的企业主必须读一读这本书。（LNL）

Awards/获奖情况：“如果你在学下棋，你会想要鲍比•菲舍尔当你的教练。但是，如果你想要在如今的数字世界中学习管理自己的声誉呢？不用搜寻了，你的鲍比•菲舍尔就在这里。据我所知，丹尼尔•雷鸣是帮助你了解如何优化您的网络声誉的最好教练。这本书也是增进了解的一个循序渐进的指南。“投资这本书就是投资你自己。”——罗伯特•罗斯，首席战略官，内容营销研究所

“这本书早就该出现了！一项又一项的研究证实，网络评论直接影响消费者的决定。所以，不管你乐不乐意，你的生意受到在线评论的影响。但这并不意味着你不能努力改变。雷鸣的书《操纵》就可以帮助你。这不是一个快速修复指南。雷鸣为所有类型的评论——无论是消极还是积极的都提供了实用的处理建议。但他还概述了一项长期战略，以帮助您保持坚定和新鲜感。强烈推荐给任何依靠口碑营销企业。”——德尔提娜，《社会化媒体的生存指南》和《移动互联网的引导程序指南》的作者

“注意，企业主！你不必再害怕网上批评和骗子。丹尼尔•雷鸣会解开这些有影响力的论坛是如何工作的神秘面纱，并给你工具来保护自己，告诉你如何让客户评级对你有利。”--保罗•吉林，《客户的攻击》，《社会化媒体营销的秘密》和《新的影响者》的作者

“企业主应该注意到他们的做法，制定一个强大的评级和评论策略。就像雷鸣精辟指出的那样，为了保持强大的在线声誉，熟悉这些网站的工作原理和流利的语言是关键。太棒了！”——布莱恩•克莱默，TED演讲者和畅销书《分享学》的作者

"If you were learning to play chess, you’d want Bobby Fischer to be your coach. But what if you’re learning to manage your reputation in today’s digital-driven world? Well, search no further -- your Bobby Fischer is here. Daniel Lemin is simply the best coach I know to help you understand how to optimize your online reputation. And this book is a step-by-step guide to that understanding. Investing in this book is, quite simply, investing in yourself." --Robert Rose, Chief Strategy Officer, Content Marketing Institute

"This book is long overdue! Study after study confirms that online reviews directly affect consumer decisions. So like it or not, your business is affected by online reviews. But that doesn’t mean you can’t make lemonade. Lemin’s book, ManipuRATED, can help you do just that. This is not a quick-fix guide. Lemin provides practical advice for dealing with all types of reviews -- negative or positive. But he also outlines a long-term strategy to help you stay committed and keep things fresh. Highly recommended for any business that relies on word-of-mouth marketing." --Deltina Hay, author of The Social Media Survival Guide and The Bootstrapper’s Guide to the Mobile Web

"Attention, business owners! You don’t have to live in fear of online critics and fraudsters. Daniel Lemin is here to unravel the mystery of how these influential forums work, give you the tools to protect yourself and show you how to turn customer ratings to your advantage." --Paul Gillin, author of Attack of the Customers, Secrets of Social Media Marketing and The New Influencers

"Business owners should take heed with their approach to developing a strong rating-and-review strategy. As Lemin so brilliantly points out, it’s critical that they become familiar with how these sites work and fluent in the language in order to maintain a strong online reputation. Bravo!" --Bryan Kramer, TED speaker and bestselling author of Shareology

About the Author/作者介绍： 丹尼尔•雷鸣是一位受人尊敬的声誉行业的权威。他已经被“今日美国”，“CBS电台”，“福克斯新闻”，IBM的商业博客和许多其他国家和国际新闻媒体引用。早期被谷歌雇用时，雷鸣就是最早意识到线评级和评论对小企业，以及企业主和网络声誉不停斗争的的重要性、影响力和力量的先驱之一。雷鸣是数字营销、公共关系、声誉管理领域公认的专家，也是杰出的财富500强公司的顾问，包括美国雀巢，宝洁，希尔顿酒店，索尼，铃木摩托，麦肯齐和百思买。雷鸣也是咨询公司“说服与转换”的资深策略师，“说服与转换”营销博客的定期撰稿人，该博客被评为世界上第一流内容营销博客，他也经常在行业活动和贸易展示上发言。雷鸣拥有龚萨格大学的沟通与领导专业的硕士学位。

Daniel Lemin is a respected authority on the reputation industry. He has been quoted in USA Today, CBS Radio, Fox News, IBM’s Commerce blog and many other national and international news outlets. An early Google hire, Lemin was one of the first pioneers to realize the importance, impact, and power of online ratings and reviews on small businesses and the ongoing struggle business owners have with their online reputations. Lemin is an acknowledged expert on digital marketing, public relations, and reputation management and is a consultant for prominent Fortune 500 companies, including Nestlé USA, Procter & Gamble, Hilton Hotels, Sony, Suzuki Motors, Munchkin, and Best Buy. Lemin is also a senior strategist with the consulting firm Convince & Convert, a regular contributor to the Convince & Convert marketing blog, rated the number-one content-marketing blog in the world., and a frequent speaker at industry events and trade shows. Lemin holds an M.A. in communications and leadership from Gonzaga University.

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Complex/Traditional Chinese/繁体中文：AVAILABLE

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