Definition of online reputationOnline Reputation : its challenges, its importance
The advent of Web 2.0 opened up numerous opportunities for businesses and gave rise to other concerns, such as online reputation. Also known under many synonyms: web-reputation, digital reputation, cyber reputation, e-notoriety…, it includes the intangible capital of an entity and plays an important role in its revenue stream and sales capability.
TO START WITH,
SOME MARKETING DEFINITIONS
So as not to get things mixed up, and to be able to define online reputation precisely, let’s look at some expressions used in marketing that have a structural impact on clients.
Brand Identity: this notion is defined as all the values that determine a brand. They’re actually the values that are defined by the business itself and with which it wants to be identified.
Visual Identity: every graphic artist understands this. It’s the visual imprint of a brand: its logo, colors, fonts. It’s undoubtedly one of the most impactful vectors, but unfortunately does not play a predominant role in online reputation.
Brand Image: what is called brand image in marketing, is clearly what is commonly called reputation. Brand Image is the representation of your brand in the public’s mind. This is what you’re fighting for on a daily basis – because there’s a difference between the values you want to drive (your brand identity) and the values that people associate with your brand (your image, your reputation).
Digital Identity: this is simply your brand identity online. It’s the sum total of all the tracks you leave on the Internet: your website, your messages on forums, social network pages, advertising campaigns, etc.
So what is online reputation ?
Those in the know understand that online reputation is to digital identity, what brand image is to brand identity.
Online Reputation can be defined as surfers’ general opinion about a brand, individual, or entity. Although many entities regard it simply as a risk trigger, it is nothing of the sort. Properly managed digital reputation can be a differentiating factor and constitute a substantial competitive advantage.
Online reputation has come into its own with the advances in digital technology. It was first coined in the 1990s by Howard Rheingold. With the advent of Web 2.0, the massive power conferred on surfers, over businesses, products and services, has made digital reputation increasingly important. eBay is one of the big platforms that have launched assessments of the reputation of sellers by introducing a rating system.
Actually, the biggest risk for businesses today is online reputation. It can have a damaging impact on sales and, in some cases, threaten the very existence of an entity. The main vectors of online reputation include consumers, the large media sites, institutional sites, forums, blogs, and social networks. For any business, it is essential to monitor these vectors to identify tell-tale signs of a crisis, and immediately respond with improvements. To carry out this important function, it should call on an online reputation specialist.
WAR 2.0, THE REPUTATION WARThe web cleaner
Expert in crisis management, Net’Wash is a net cleaner that works to help private individuals as well as professionals. With over 10 years’ experience in this field, it can anticipate crises and implement appropriate solutions for their clients to regain control of their image.
For Net’Wash, the ideal is to predict and prevent the onset of a crisis, rather than implement costly solutions to resolve it.
When implementing preventive actions, the agency first asks the entities involved to let it do an audit. The audit is fast and free, highlights the key aspects of a situation, and recommends what needs to be done to prevent an online reputation crisis arising, by dealing with frustrations expressed on forums, blogs, and review sites, including incidents, etc.
In cases where online reputation has already suffered from poor risk management, Net’Wash first of all estimates the damage and its repercussions in the near and medium term. This first part of our intervention is essential to define precisely the actions to take to prevent further damage to the client’s digital reputation.
Depending on the situation, consultants may decide to bury the negative comments, act as a press relations consultant, delete defamatory comments and content (amicably or litigiously), intervene on blogs and forums, etc.
Note that the agency works in partnership with legal firms in cases that have to be litigated in court.
one of our experts
These days, whatever your profession, business or trade, if you’re on the Internet you have to be concerned about your online reputation. We pull out all stops to offer the right solutions for every client’s particular problems.