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Does online reputation exist? Can it be measured? And managed? This article attempts to provide answers to these questions and clarify some issues related to the presence of organizations in the digital space.
In this context, and in order to understand how the Internet affects reputation of companies, Corporate Excellence – Centre for Reputation Leadership, jointly with LLORENTE & CUENCA, developed Analysis of Online Comments (Balance de Expresiones Online, BEO).
The study attempts to analyse numerous opinions and spontaneous comments made by stakeholders about a brand and relate them to the dimensions of corporate reputation in accordance with the RepTrak™ model of the Reputation Institute, one of the leading global standards for measuring corporate reputation developed in conjunction with the Forum for Corporate Reputation (fRC).
The article sets out the methodology basis of the Analysis of Online Comments and brings together contributions of Jorge Cachinero, Corporate Director for Innovation and Corporate Development at LLORENTE & CUENCA, Ivan Pino, Director for Online Communication at LLORENTE & CUENCA, and Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership, who approach understanding of the Internet as a tool of social research and source of comments that impact corporate reputation.