What is online reputation and how to take care of if?

Table of Contents

Electronic Reputation, What is it?

Electronic reputation is the reputation of a company, brand, individual product or online. In other words, it is an image of an entity on the Internet. The image can be positive or negative.
Most consumers do a Google search before purchasing a product or service, and then check other people’s reviews and ratings before buying. A large portion of consumers also trust their friends, unknown Internet users, and brand advertisements.
A good reputation can increase the number of clients of a company and maintain a profitable business. A bad reputation will greatly reduce your sales and even lead to bankruptcy.In the digital world we live in, proper online brand management has become critical.

Digital identity: definition and difference with electronic reputation.

Digital identities are images (social media posts, press releases, websites, videos, etc.) that a company or person leaves on the Internet, either voluntarily or involuntarily. Therefore, digital identity depends entirely on what the company decides to show or not to show. On the contrary, online reputation does not depend on the content that the company decides to publish, but on the content published by Internet users (comments on Google, social networks, blogs, etc.).

What are the stakes of Online Reputation?

There are many risks to online reputation and they work at different levels: through search engines, online advertising platforms, social networks or through local referrals. Mastering these different channels means dominating your online image, thus establishing a real bond of trust between potential customers and clients. There are many actors involved. Therefore, you need to have a holistic view of who is talking about you and what they are talking about. Mastering your brand or persona image can generate indirect revenue for customers through broader, more controllable visibility.

Who plays a role in online reputation?

Many participants can directly or indirectly affect your corporate image. Nowadays, it is essential to understand them by reviewing your online reputation and developing a strategy that allows you to constantly monitor them to avoid crises and misunderstandings. In Reputation Miami we distinguish five participants that can affect your notoriety on the Internet: the company and its employees, Internet users, influencers, various media and finally the competition.

The company and its employees.

The company can damage your images online for a variety of reasons by launching a failed product, conducting suspicious communications or marketing, spreading false information, or displaying poor organization. To maintain its popularity, the organization must start smoothly. If company employees misuse work-related social media, it can also cause earthquakes. Unfortunately, the disclosure or disclosure of confidential information can cause real disputes and affect company invoices.

Internauts.

Internet users  obviously play a determining role for the  electronic identity of a company . Whether through social media exchanges,  Google reviews ,  digital word of mouth , information sharing, etc., netizens have gradually become the masters of the game. They affect the popularity of a company or a person with a smartphone in his pocket and some tweets, the user can create a fad or controversy in just seconds. Therefore, it is very important to keep a constant eye on your users!
When we know that 78% of Internet users trust the opinions of strangers on the Internet (Nielsen study) and that 25% of users say they can boycott a brand on social networks (Ifop survey), we understand that it is need to pay close attention to them. Keep reading and get to know the tool that Reputation Miami has for you.

The influencers.

Just as a pack of wolves has its dominant member, humanity has its  influencers . Very active on social networks (Facebook, Instagram, Twitter), blogs and YouTube, influencers mainly act in sectors that make you dream, such as high technology, fashion, travel, food, etc. Our increasingly connected world has offered these people  considerable influence  that no society should ignore. Sometimes provocative or trendsetting, influencers can attract hundreds or even thousands of new customers with a simple product placement. But they can also advise your community not to buy from you if you are not  satisfied. You will need to learn how to better manage this new factor and integrate it into your marketing strategy to keep your online image intact or to improve it.

The different media.

The media  can also influence your image online. Your surveys and articles can easily be found in the top results on  search engines like Google . With a potentially large audience, the media is often the instigator of an online reputation crisis for a business or individual.

The competition.

Finally, the  competition of your business  is also a factor that can affect your  popularity on the Web . It’s not uncommon for the latter to try to break your online reputation by posting fake reviews on Google, forum reviews, petty comments on social media, launching outrageous and unfounded rumors, or referring to your best products with a defamatory tone so that no one wants to. buy them. This false information about your company can drastically affect your business. This horrible competition is ubiquitous in the hotel, restaurant, handicraft and general retail sectors. It’s important to protect yourself against this threat if you don’t want to see your electronic reputation tainted without good reason.

What are the vectors of online reputation?

Social media, an important vector for your online reputation.

Internet users registered on an average of 4.5 social networks. In the last 6 years, these statistics are likely to increase. In fact, this type of hyperconnectivity enhances the influence of Internet users, because given the speed of the online information exchange, the online reputation of today’s companies is mainly played on these networks. Now, for companies and their brands, content marketing strategies must be adopted that meet established online reputation goals.
The online images of the company can also be reproduced on Facebook, Instagram or Twitter, as these platforms allow companies to create their communities and part of their identities on the web. Brands can also interact with users through this channel. On the other side of the mirror, people can gather around the company to talk about it. It is these multiple communication and reorganization possibilities that make social networks the main bearer of the company’s online reputation.

Search engines, focus on Google

Google is the leading search engine with a 91.5% market share. After entering the company name, you will see different websites arranged in the order of the pages. Compared to your request, Google always manages to provide you with the top ten most interesting results. If the engine works in this way, it will provide users with a quick and efficient response. Google also knows that consumers visit the following pages much less frequently than the previous pages.
In this sense, search engines like Google are the key to a company’s online reputation. Based on this observation, you should know that the Silicon Valley giants do not highlight the latest content, but rather highlight the best reference content. For example, if a company has sparked a heated debate in the past, even if the dispute is many years old, Google will not forget and can post articles about the crisis on its home page. Therefore, it is important to ensure that the search engine results on the home page are positive. For this reason, it is recommended to regularly create correctly cited content to bury less brilliant content. So, you will get a positive reputation carrier online.

Digital word of mouth.

So far, we haven’t talked about another online reputation bearer, digital word of mouth. It works on the same principle as “classic” word of mouth and corresponds to all Internet user exchanges on the network. These are forums, social networks, blogs, email exchanges, etc. Digital word of mouth is often equivalent to a buzz, which can destroy your electronic reputation in a matter of minutes. A tweet, a touching comment, ready. On the contrary, companies can find themselves in the center of positive word of mouth and see their popularity skyrocket on the Internet.

Online notice platforms.

The influence of Internet users on consumer decision making is increasing every day, and some people already know this well. At that time, many online review platforms appeared, such as Tripadvisor, Trivago, Foursquare, and Yellow Pages. If your business is displayed in these digital windows of the new century, your online image will inevitably improve or deteriorate based on the opinions published. For example, some fake reviews purchased on TripAdvisor can ruin your image or ranking, and if you essentially rely on one of these platforms, it will have a direct impact on your business.
They play a leading and even decisive role in your images on the Internet. Therefore, the latter must be monitored strategically and solutions must be proposed to eliminate negative comments and erroneous opinions from competitors.

"The absence of monitoring equals the absence of control"

The risks of not controlling your Online Reputation.

Exposing a company to Web 2.0 is a decisive condition for its success and expansion, but it is also a constant danger if you cannot control your online reputation. If a company ignores its popularity on the Internet for a long time, the consequences will be enormous. It is not uncommon for companies to close or boycott brands due to libelous reviews or a series of negative reviews from consumers. The Internet has developed rapidly, as have Internet users.
Without taking the time to say “click”, thousands of people can share an article that criticizes the ethics of the brand or the person. Therefore, as we said in the introduction, no company in the world can ignore online reputation, not even Amazon or Apple.

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