The online reputation, sometimes called web reputation, or digital reputation, is the reputation, the common opinion (information, advice, discussions, comments, rumors …) of a web entity (brand, person, legal (business) or physical (individual), real (represented by a name or pseudonym) or imaginary). It corresponds to the identity of the brand or person associated with the perception that people have of it.
This digital reputation, which can be a differentiating factor and have a competitive advantage in the case of trademarks, is shaped by the development of positive elements and the surveillance of negative elements. The online reputation management may also designate digital reputation, through a global strategy and using specific tools (activity led to new jobs) for the sustainability of digital identity.
Key drivers of online reputation
The online reputation of a company or a person us formed more or less permanently, according to several different sources:
Anonymous, fans or communities: consumers are real actors in e-business reputation and potential transmitters of messages. “What makes influential brands, this is not their size but their community.” – Chuck Byrne.
They combine all the websites of ministries, local authorities and research organizations. These websites inspire confidence in users, as they are regulated and regulatory sites. The information has a real impact to users and will be taken by all, as an official information, so true. However, this advantage can be a double-edged sword, because if information recorded is false or wrong, it has been widely distributed and its removal will be difficult or impossible.
The major media sites
These are the sites of television, radio, written press and cinemas. These actors have a global vision of information. They write about everything and everybody. An article will be beneficial benevolent, but a negative item will be harmful and few remedies exist for reasons of independence and freedom of the press or legal reasons. Only the “drowning technique” can be useful: the idea is to flood of positive news to drive section of the first pages of search engines.
They represent real communication channels for professional online reputation. It is important to be listed on the websites of its industry. These forums allow you to have a good image of the company.
Little influence on their creations, some blogs have become very powerful in terms of fame and even compete with the major media sites, which take some of their dispatches. In addition, they can have a great influence on the market, the popularity and image of a company.
They allow users to recover or be affinity through various platforms. Initially news sites, they gradually changed into real places for exchanges of all kinds: business, entertainment, games. … These social network sites have become powerful tools of influence, engagement and pressure.
These are services that offer news press releases online and continuously updated (Google News, Bing News …). Some offer users the possibility to feed themselves the site by their articles and comment and rate articles in the international press.
Free comments on social networking sites
These are various platforms such as blogs, photo sharing sites and video … that offer users the opportunity to respond and comment on the content.
Employees and managers are the best ambassadors for the company and the community. Some companies choose to set up a watch from within their business through blogs to respond to consumers, maintain communication with them and manage potential problems.
Represented by unions, associations or institutions, they allow to defend, manage the interests of consumers or make comparative testing of products and services.
Video or photo platforms
These platforms, such as “YouTube” or “Dailymotion”, allow you to share videos worldwide. They also act as agents of e-reputation. A video can be duplicated and posted on any website or blog and realize a buzz. The user then becomes subconsciously a brand ambassador. Conversely, a video of a dissatisfied user can destroy in seconds, the credibility of a company and damage its image.
Wikis are collaborative platforms, where it is possible to exchange and provide information through articles and discussions sorted chronologically (appearing newest to oldest). The best known is Wikipedia. These platforms are very popular among viewers because anyone can decorate articles and information changes rapidly. The information is, however, not always reliable, since authentication of the author is not always known.