Online reputation management for brands
From a buzzword to a “real expertise”
As Internet was invented in the 90s, so was also the “digital identity” of corporations. Quickly brands realized that this new space was full of unpredictable opportunities and dangers and they needed to take the required measures to protect their “digital images”.
The notion of e-reputation came to light in 2001 (Chun & Davies) and progressively specialized firms started developing services to accompany digitalized companies on this newly emerging need. By 2007-2011, it peaked and became a real buzzword.
With the creation of social media, “monitoring” what is being said about you in user generated content and comments became a real must.
The cans and cannots of e-reputation management
In this new white-paper, our wish is to help you grasp the importance of your e-reputation and how your image can impact your business. Our experts share with you what type of actionable insights and strategies you can take out from this key expertise.
But there are also things e-reputation experts can do for you and things they cannot. For instance:
- while we can monitor the content mentioning your brand, estimate how visible those words are to your target audiences, what key topics you are associated to and identify potential risks to your image and business
- it is impossible to respond to all queries of internet users about your brand, master all the conversations and control the results that will come up on the first pages of search engines.
Your digital image impacts your business
In our whitepaper, we will demonstrate the importance of e-reputation management through a real life bad buzz case study and take you through the steps of what can be done to overcome potential disasters. We will also introduce help you understand which key questions to ask yourself when choosing your e-reputation partners, introduce you to some key platform editors and give you an overview of which positions within your company should be most involved with these services (social media manager, marketing director, head of quality, pr manager, etc…).
Be aware of the signals so you can respond in time
In today’s day and age, if you are a brand you also have a digital identity and although you cannot control what consumers say or think about you, you can manage many things that are within your power:
- maintain the quality of your products, services and content,
- be aware of the conversations so you can play your part and develop a constructive dialogue with your audiences, users and consumers
- analyze all the signals around your brand, so you can react and respond optimally and in time