Now that companies have launched a network for image, customers or business, perhaps one of the factors to keep in mind is the so-called online reputation or that is, the prestige that a particular brand or product is among the digital community . In fact, some people says the reputation management online is the result of combining the image of itself a company that wants to project and the real perception that has its audience as a result. Usually, this was something that depended on the company itself, but with the Internet, and especially with the advent of Web 2.0, the prestige is in the hands of bloggers, social networks, forums ... We must not forget, for example, the second most trusted source when making purchasing decisions in Spain, following the advice of relatives and friends are the opinions on the internet. It is therefore very important for any company trying to manage and l knowledge, monitoring and control all information that affects , since most campaign advertising or marketing operation more substantial can be ruined by the bad review of a blogger, adverse opinions of the users in social networks or any other initiative emerged to discredit.
is the case, for instance, the damage suffered by the online reputation of Nestle because of the charges by Greenpeace of using palm oil for the production of its popular "Kit kat. " The massive logging of the forests where the orangutans live led to the NGO to launch the network through various videos of great hardness repudiated the practice. They began to move through the major social networks and soon to be seen by hundreds of thousands of people. But the bad image was made worse by the response of the Swiss company, which faced the online community and tried to censor critical comments on Facebook.
Such failures are a community manager , ie the professional must ensure online reputation and to maintain a close relationship with the Internet should not commit. In the final analysis, this work does not stop to be a more of a communications department, which is why this place was usually occupy journalists or people coming from the world of marketing.
Because, deep down, beyond the use of tools and know how to move like a fish in water for social networks, the important thing is being able to stay ahead of the possible criticisms, try to create a good digital identity that is perceived positively by the Internet, namely neutralizing the negative opinions but never losing respect for the authors try to woo influential bloggers and pundits have more fans in the nets ...
However, not all companies currently have this position so that in many cases, they are able to react quickly when faced with a negative campaign on the internet or bad opinions. As recently stated José Antonio Gallego, president of the English Association of Communication Online (AERC), a newspaper, "The problem is that many companies confuse the figure of community manager with a commercial message that fills the forums. "
Yet there are those who believe that the important thing is being talked about, even evil.
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