E-Reputation of compagnies
According to the industrialist Henry Ford, “The two most important things in any company do not appear in its balance sheet: its reputation and its people”.
The e-reputation, also called web-reputation, online reputation or digital reputation on the Web, can be defined as the set of information that can be found on the Internet and social networks about a person whether famous or not, a company, a brand, a product or service. It may be positive but also negative.
Web 2.0 also known as the Social Web is an evolution of the Web to more interactivity. Any company is now able to offer a showcase for its products. With the spread of the Internet, it is no longer necessary to have acquired great computer skills to publish or share content with other users. Companies have an incentive to be attentive to their online reputation in order to reflect a good image.
A special feature of the concept of “e-reputation” is the active participation of stakeholders in its construction. A stakeholder is an actor, individually or collectively, actively or passively affected by a decision or project, whose interests may be affected as a result of its performance or non-performance (source – Wikipedia).
It is built from an official communication of the company but also by messages broadcast by other means, such as customers, competitors and employees. Sources of information are plural, but sometimes divergent. As a result, the company potentially loses control of its own image.
Now, the consumer has an active role and becomes an actor throughout his experience with the product or service. New buying habits and consumption growth induce customers to learn more about the product or service in advance.
Downstream, he will share his opinion with other customers, or buyers. This is the phenomenon of “advocacy” that means that people speak favorably or not of a product, which continues to grow.
Digital allows more active participation of stakeholders in the development of e-business reputation. It is also a source of the arrival of new communication media that allow better access and sharing of information and greater freedom in creation.
The image of a company is no longer confined to its reputation or in traditional advertising about its products or services. Now, it also depends on the opinion of others. With the democratization of digital technology, it is important to ensure its online reputation to be aware of what is said, the content has been created on itself.
However, despite all the measures that can be taken, they are still unarmed to control everything published on the Web. No business is therefore protected from comments that could damage its image.
The e-reputation consists of information that can be controlled by the company or not.
It is essential to be on the Web and manage the online reputation. Not be present, means be vulnerable, because there is no control on its online reputation. The lack of control may lead to a bad buzz, in an extreme situation.
To give the best possible visibility to businesses on social media, the community manager job has been created by some companies. Such employees create content and control company’s networks in order to avoid a “bad buzz”. The characteristics of this function focus on the day before the animation community and writing. This is an evolving profession that is related to Web 2.0.
Etudiante en Master 2 Droit de l’économie numérique, je suis passionnée par le droit de la propriété intellectuelle, le droit de l’Internet et des nouvelles technologies. Vous pouvez consulter mon profil LinkedIn ou suivre mon actualité via mon compte Twitter.
Credit photo : Sergey Nivens