E-reputation: definition and complete guide
by Brahim A. APSense Adviser for Social Media!Brahim AGHZAF
Social Media Adviser, prof. Author
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About Brahim
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E-reputation:
definition and complete guide
What is e-reputation?
The e-reputation is the digital image that
returns Internet of a person, physical or moral or of a mark. E-reputation
consists of online information that relates to an individual or a brand. They
can be found on social networks, blogs, collaborative sites, discussion forums
or image and video sharing platforms.
E-reputation, or e-reputation, therefore delivers
elements on a person or a brand, without these can totally control
them. This digital identity can
favorably or unfavorably guide an opinion. It can thus make or break very
quickly reputations. Why ? This is due to the e-reputation that is built
from an endless stream of information on the Internet some of which escape us.
Today, in a hyperconnected world,
e-reputation is a sort of "word of mouth" with a thousand voices.
Why e-reputation has
become an important issue?
What is today spontaneously done to learn about a
brand, a company, a person? The first reflex, and the most logical, is to
go on the web to take information and evaluate what is called the reputation of
this famous entity.
The e-reputation therefore has a very important and
resounding impact on everything: today we spontaneously trust what we read and
we trust the information we find on the web, and having a good or a bad
reputation on the Internet is felt on the sales and the reliability granted by
the consumer, the professional or any person who seeks this information.
It is therefore an element to be considered in a very
serious way. There are now various ways to check your digital identity to
understand, analyze and make an accurate assessment. We also have the
means to vary this reputation online significantly. We can call on
professionals, it will be essential to choose the e-reputation agency adapted
to his needs. This approach will improve its brand image, and thus be more
convincing to prospects and customers, at least when it comes to a commercial
structure.
What are the risks ?
What happens when you do not control
your e-reputation, or you just do not care? It is possible that one is
denigrated by visible contents on the Web. Internet users will then be
aware of this slanderous information, which can have a serious impact on your
business in general, whether you are a person or a company. Visibility on
the internet is not without risk , because it can be good or
bad, and sometimes convey values that are not yours.
What are the vectors
of e-reputation?
A person's reputation in the "real world" is
spread from door to door and word of mouth. Today, e-reputation on the
Internet is also built very quickly from everything that circulates
online. The vectors of online reputation are more and more numerous and
varied:
- the search engines : Google, Bing,
Baidu, Yahoo, Yandex, whose positioning on the first page of the results
indicate the degree of notoriety of a person or a brand: we speak, in this
respect, of "pages of notoriety ". But to manage its
e-reputation, it is advisable to focus on the results of Google. More
than 91% of the French use this search engine and 3.3 billion Google
queries are made every day in the world. This supremacy of Google
requires brands or people to be attentive to the content of its first
pages. 67% of clicks are made on the first five results. To
manage your e-reputation, it is essential to be attentive to the top 5
Google.
- social networks : companies, even more than individuals,
are now present on social networks through community management, in order
to attract prospects or retain customers by creating content or organizing
events. It is thus for them to maintain a permanent communication and
a close relationship with their customers through their
accounts. Unlike the search engine, where content can remain visible
for several years, social media publications disappear more easily and are
in some ways "ephemeral". ;
- professional networks like LinkedIn that works
on the principle of connection, networking and communication. They
are a good tool to enhance your e-reputation with Internet users;
- blogs and forums : free discussions around
a person, a brand or a buying experience contribute more and more widely
to the adherence of future customers to the power of sympathy of a
personality, to the values of a company, the quality of a
product. They can also make them reject a personality, a product, or
a brand. For business leaders, it is therefore necessary to know the
discussions that take place about their company on these forums and learn
to control them to better manage their image;
- youtubers : we know the growing prescription power of
youtubers who, "in real time", testify to their buying experience
and the real quality of a product. The most famous example is that of
youtubers fashion or beauty who achieve a "haul". They thus
compare the product as it appears on the site and the garment (cut,
material, color, quality of the finishes), as it is worn on them;
- Review and experience sharing sites like
Tripadvisor, Yelp, Google Reviews, etc. They specialized in providing
information to consumers and internet users about a company by sharing
certified and uncensored user opinions;
- Video
- (Youtube)
or photos (Instragram, Pinterest, etc.): video and photography are two
extremely powerful tools for building or destroying an
e-reputation. On personal accounts of social networks or on these
platforms participative, they can enhance the reputation of a person or a
brand, but also compromise durably, with images unflattering or too
intimate published without their consent.
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Created on Apr 10th 2019 07:22. Viewed 763 times.