The Online Presence and Reputation of a Company
In essence, a company’s online reputation is a combination of internal factors — such as its marketing practices — and external elements, like user reviews and social interactions.
Key Areas of Focus
Marketing Actions:
The company should clearly identify its marketing strategies and operational methods. For example, if marketing campaigns are criticised or not well-received by users, these actions may adversely affect the company’s reputation online
Specific Tools:
Businesses can enhance their online reputation by employing various marketing tools, including methods like storytelling and diversified advertising campaigns.
Online Presence Management Policy:
Implement a clear policy outlining the tasks and responsibilities for developing, publishing and managing online content. This policy should include procedures for content approval and publication, ensuring that all shared material reflects the company’s ethos and quality standards.
Pre-established procedures for monitoring and controlling content—both in terms of what is shared and how it is shared—help mitigate risks.
Organising and Improving Online Reputation
A strong online reputation is built through a careful selection of web activities, quality content and effective operating methods. Achieving a reputable digital presence is a gradual process that involves several essential steps:
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Constant Monitoring:
Regularly evaluate the perception of the brand by monitoring its online presence and the conversations it generates, allowing for timely modifications of strategies if current tactics prove ineffective or have negative consequences.
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Task Division and Competence Identification:
Clearly assign responsibilities for managing online content to individuals with the right skills
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Controlled Publication Procedures:
Establish a pre-approval process for all content to be published online, having strict procedures in place is essential for maintaining control and avoiding reputational mishaps.