Online reputation management

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Online Reputation Management : 10 mistakes to avoid

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Online reputation management

  1. 1. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID
  2. 2. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID 10 challenges stand in the way of online reputation management, But …
  3. 3. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID those directions apply only under a specific Condition:
  4. 4. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID the online reputation management must be drived from … the highest level of the company.
  5. 5. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID If words may be forgotten, the written aspect lives on … and social media uses writing.
  6. 6. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID Major crises remain marginal But Data retention on Internet could create some reputational risk
  7. 7. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID Mistake NO. 1: Only influencers do (or undo) an online reputation • Companies believe that online reputation is established by influencers, • Crises come also from unknown internet users.
  8. 8. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID Mistake NO. 2: Digital communication is mature • Unlike the direct marketing, the digital communication • Mobility and nomadism just begins increase the phenomen
  9. 9. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID Mistake NO. 3: Stakeholders are from outside of the company • 3 categories of actors : • external actors, • intermediaries (customers, providers …) • internal actors (employees, temporary workers, interns). • Do not think that only persons from outside the company have an impact
  10. 10. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID Mistake NO. 4: Online reputation is a job for the digital marketing department highest level of the company • Online reputation must be managed at the • It is not just only digital marketing or community management who are involved. • the “spectator” will pay attention to all negative aspects.
  11. 11. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID Mistake NO. 5: Give preference to law instead of dialogue • In some companies, intervention of lawyers is systematic. • Companies can no longer get away from the dialogue with internet users.
  12. 12. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID Mistake NO. 6: Swearing only by Twitter and Facebook • Facebook and Twitter benefit from a large audience, but there are many social media platforms, • Even if forums and blogs are “old” formats, they also benefit from a large audience.
  13. 13. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID Mistake NO. 7: Monitoring only one panel is sufficient • Most of companies think that monitoring a panel of 200 to 300 well-known websites is sufficient. • Monitoring should be wider : a company has to ask search engines every day. • The monitoring strategy has to be qualitative and quantitative.
  14. 14. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID Mistake NO. 8: Develop the same communication for every interlocutors rules. • Digital marketing as direct marketing requires some • Some internet users are prospects, others are customers, others are fans … • Build a specific dialogue for each types.
  15. 15. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID Mistake NO. 9: All influencers are similar • Influencers represent the Holy Grail for brands. • Brands have to define as clearly as possible, the profile of the influencer: a person with a big impact ? an opinion leader ? both ? • And always keep operates in mind the environment in which he
  16. 16. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID Mistake NO. 10 : Bad buzz is a « disaster » • Step back. • Consider what are the real impacts of the crisis, based on precise criteria : revenue, turnover, profitability • Bad buzz is not always negative. • The company has to consider it as a • step to rebound ... including on social media.
  17. 17. ONLINE REPUTATION MANAGEMENT : 10 MISTAKES TO AVOID • @agnesdelmotte, feb. 2013 • Source : « E-reputation : 10 erreurs à éviter » [fr] by Dominique Fevre, E-marketing.fr. itw. of Christophe Asselin, online reputation expert at Digimind.

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