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Curs 12 from image to online reputation
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Curs 12 from image to online reputation

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  • 1. FROM IMAGE TO ONLINE REPUTATION Diana-Maria Cismaru, Ph. D., Associate Professor, NUPSPA Bucharest
  • 2. IMAGE – DEFINITIONS AND FEATURES Image is the social representation = the collection of opinions, beliefs, attitudes which a category of people formed after the direct or mediated contact with a public person, product, event or organization Images are included one in another: image of geographical area, country image. Image is built on two ways: distance experience or direct contact.
  • 3. COMPONENTS AND TYPES OF IMAGE The atom model of image includes: center node (key concepts, very visible): functions of generation, organization and stabilization margin elements (weak concepts, less visible):functions of adaptation, protection, reality-tying Types of image a) focused/diversified b) clear/ambiguos c) convergent/bipolar d) positive/negative
  • 4. THE PROCESS OF IMAGE BUILDING    Expressed image: the image resulted from own messages (example: own blog); Method of identification: content analysis Released image: the image resulted from media releases (example: press articles, other blog’s articles, TV news); Method of identification: content analysis Reflected image: the image formed in various publics as result of media reception and interpretation (for each public, a various image); Method of identification: survey
  • 5. IMAGE ANALYSIS: dimensions The usual frame of analysis for institutional actors includes 5 dimensions (with 2-10 indicators each): - Human: the personality characteristics; - Political: the political orientation and actions and beliefs; - Public: the public actions, partnerships and orientation - Institutional: the institutional projects and participation - Managerial: the decision-making actions, implementation skills, efficiency, team leader qualities
  • 6. Example: reflected image of an institutional actor (2011)
  • 7. IMAGE ANALYSIS: method Dictionary of evaluation for each theme (sentence or phrase: positive frame) 0: neutral information +1: positive humor (“signs of improvement in Victory Palace” +2: releases of positive actions (positive events and partnerships, fundraising support) +3: the highest grade of attributes: “the most effective manager of the year”, “the top expert of ….”, prizes +4: very positive actions for groups (“national hero”) Cited statement have a point in minus on all scale.
  • 8. IMAGE ANALYSIS: method Dictionary of evaluation for each theme (sentence or phrase): negative frame -1: easy negative humor (“Udrea is taking her 3000 euro purse from the car”) -2: actions with negative consequences (passive attitude towards consumers, lazy institutional officers) -3: actions with highest negative attributes (the laziest minister, the local baron, the most involved in scandals); -4: actions with negative consequences on group/national level: terrorism, organized crime
  • 9. Changes determined by new media development • • • • • Reputation becomes more important than image, because of informational redundancy; Online reputation generates reputation because of the new media function of “information recording”; Competition of sources: social online networks (& social feedback) as determinants in reputation; Accelerate change but relative stability in the online environment + prominence of negative messages; New media have a direct impacts to the real life: - professional routes (selection, hiring and firing); - business success and failure; - starting point of communication/reputational crisis;
  • 10. A model for assessing the online reputation
  • 11. The system of indicators for assessing OR The online reputation profile: the first two pages resultes after a Google search with the name Visibility: the percent of visible entries in the first two pages in Google (desirable – over 85%) Control: the percentage of own communication channels) (from 10% to 35%) Balance: no of negative entries/positive entries Intensity: sum of negative scores/sum of positive scores Height: mean of importance of sources (online ranking of sources: from 1 to 10): value from 1 to 5 Ranking: mean of position coefficient x favorability coefficient, for negative entries
  • 12. The system of indicators for assessing OR The formula of the online reputation score contains the Intermediate Online reputation score (ORSI):  ORSI = [∑ (i1 x n) x 2 + ∑ (i2 x n )]/3  i1, i2 – favorability coefficients for each of the ten articles displayed on the first page, respectively on the second page in Google after search;  n – specific weight coefficient, depending on the audience (the online rating).  ORS = ORSI x V/100 Usual values: from -100 to +100
  • 13. Romanian members in European Parliament: (oct 2012) group 1 (negative online reputation)
  • 14. Romanian members in European Parliament: group 2 (low profile online reputation) 40 35 30 25 20 15 10 5 0 Height Tic au En c iu Cli ve W ti in Ta kler na se sc u W Un ebe r gu re an u Bo d An to u ne scu ila Da nc Cu tas ORS
  • 15. Romanian members in European Parliament: group 3 (controversial online reputation)
  • 16. Romanian members in European Parliament: group 4 (positive online reputation)
  • 17. Diagnosis of OR crisis Name V% C% Daciana Sarbu 100 20 Norica Nicolai 95 Adrian Severin 90 B I H ORS 0,15 0,2 5,4 54,6 25 0 - 3,7 49,4 25 0,55 0,7 5,5 - 69,3
  • 18. Results of OR programs: example 15.03.2013 15.05.2013 Visibility 55% (low) 100% (high) Control 10% (low) 55% (very high) Balance 25% 10% (low) Intensity 1,30 (high) 0,16 (low) Height 2,1 2,7 (medium) Ranking 54 (medium) 8 (low) ORS -15,4 +50
  • 19. Thank you! dianacismaru@gmail.com diana.cismaru@comunicare.ro