Reputation has taken on a whole new meaning because of the Internet. Nowadays, it's effortless to know a person and form impressions of them based on how you see them online, through social media sites. It's so easy to tell how a person might be like based on status updates, shared photos, and their online interaction with other social media users. If you can know so much about a person through social media, what more if it's a business establishment? Online reputation management means that one pays close attention as to how a person, establishment, or organization, appears online. It involves keeping a close watch on what is said about them on the Internet and responding to these reactions in a professional and positive manner. A lot of major brands now use the Internet as a way for them to reach out to their patrons. It's not just about having an official Facebook, Twitter, or Instagram account, but more of keeping these accounts alive and interacting constantly with their followers. There are many important factors concerning online reputation management. Here are some of th...
Corporate identity is among the top priorities, no matter whether the business is a small scale or lists in the elite echelon. Having profile pages on different platforms including Facebook, LinkedIn, and Twitter helps the businesses to stay connected with the existing customers. The best aspect of social media is that it gives an opportunity of direct engagement with the clients. With Facebook having around 1.2 billion members and Twitter having 250 million active users monthly, it is obviously the best channel for startups to raise awareness about their products, create connection and engaging with customers to drive revenues (Benwell, 2014).
Before social media, people accessed the internet mainly to check their e-mails; they were physically social by meeting other people personally to communicate. Businesses were focused on using traditional mediums, such as TV, print, etc. to advertise their product and services. Nowadays, people have become virtually social; social media have made it easy for more meetings to be conducted through social networking rather than just meeting face-to-face. More and more businesses are investing a considerable amount of time and money to understand the use of social media and how it can benefit them.
Although, managing reputation in this new environment requires organizations to respond skilfully to potentially dangerous issues and disruptions, while staying focused on their long-term growth and market goals. The measurement of the level of trust within an organization provides it with the opportunity to improve its marketing efficiency and build a long lasting reputation. Therefore, we must understand that trust and reputation work concurrently, and they need to be enhanced and safeguarded.
With the invention and development of the Internet, communication has changed in to a revolutionized platform. The Internet has evolved from a means to facilitate data, to a stage of public communication through the use of social media. Social media has affected every aspect of interaction from personal lives to the business world. The business world however, has been especially impacted by the application of social media. Social media has opened up a plethora of opportunities for businesses to advertise, promote and market themselves to consumers. Social media “is one of the fastest growing and most promising strategies a business can employ to boost sales and conversions” (Adobe). As social media continues to grow as a marketing tool, more and more companies have incorporated social media into their daily business activity for brand awareness, target market reach, business expansion and customer interaction.
Reputation is a company’s biggest asset so you would think that organisations would avoid engaging in any sort of business that would put its reputation in jeopardy. Nevertheless, many organisations find their credibility destroyed due to practices that are harmful and illegal, which could land a CEO’s in prison.
This type of media is called Consumer Generated Media (CGM). Today’s customers are looking online for feedback on hospitality establishments. “Approximately 300 million public comments are made online worldwide every day” (32). Customers read previous guest experiences posted on the web to choose which hospitality establishment to visit. Negative online reviews spread faster than positive ones. Reputation software can monitor the online conversations and minimize the impact and visibility of negative search results.
Based on the literature review, reputation is a significant driver in creation of value or the obliteration of it. A number of the consumers consider reputation of a company as their most substantial purchasing criteria. Reputation provides a unique competitive advantage which enables companies to overtake the market. A decrease in reputation is linked with average market loss. Due to globalization, financial and economic unrest, growing business complexity, the news cycle rapidity and the evolution of social media companies are more vulnerable than ever. Today it’s hard to predict crisis which can be harmful to the most carefully build reputation. For example Volkswagen’s reputation has continued to be damaged by the revelation that it cheated emission tests. The company has a had a strong reputation for value but that reputation is now tainted. With different stakeholders all brands need to take care of their solid
For example, if you work for a business or have duty in a business it is important for you to represent this business in the best way possible and to have it at the highest grade of service. If you do not maintain this or hurt the businesses reputation because of your mistakes than your business will lose customers that may have severe consequences. For example, in the book the crucible, Proctors reputation is hurt in seconds when he tells the court that he had an affair with Abigail and at this time he was also married. “Proctor: I have known her, sir. I have known her…. for I thought of her softly. God help me, I lusted,” (miller, The crucible) This severely hurt Mr. Proctors reputation. In a matter of seconds, proctor lost his entire reputation to save his wife from being hanged. This clearly shows how reputation can be easily hurt and does not take much other than a few words to be ruined. In life you need to make sure that your reputation is
The research suggests that reputation comes from relationships and trust. Fombrun (1996) stated that to have a positive reputation managers must invest in building and maintaining good relationships. Building relationships with the company’s publics can result in a higher opinion of their reputation. These relationships also builds trust in the company. “Trust, like reputation, can take years and resources to build up, and while it may be difficult to break, it, again, like reputation, can take considerable time and even more resources to restore” (Bronn, 2010, pg. 310). With both relationships and trust, a company must be communicating with its publics. Van Riel and Fombrun (2007) developed six key communications principles that yield a high reputation: visibility, distinctiveness, authenticity, transparency, consistency and responsiveness (pg. 313). Applying these six principles to the Carnival case, we can determine if Carnival used them in managing their reputation.
Platforms such as Facebook and Twitter allow users to access company information, photos and employees as well as ask questions and express personal experiences with the company. It also allows potential employees to understand the vibe of the organization and gain a deeper and more personal understanding than a website. However, with social media, it is important to not ove...
Social media avenues are a new, upcoming, and popular way to advertise for businesses and for people to connect to each other. Alexis Ohanian once said that "Being effective at social media, whether for business or personal use, means capturing people who have short attention spans. They 're only a click away from a picture of a funny cat, so you have to make your thing more compelling than that cat. And that can be a high bar." (Ohanian) Powerful usage of social media can have a big impact.
Anonymous communication online has become a point of contention as more people are using the Internet to post information without taking ownership. This type of communication is being used to explore identity, but it is also being used as way for more people to engage in negative online activity. While there are many issues with anonymous posting, the risks of allowing for anonymity do not outweigh the benefits. Allowing anonymous online posting creates opportunity for those uncomfortable with expressing themselves publicly to experiment with their identity in a safe way as well as providing a level of protection for those who wish to expose negative realities without fear of punishment.
Social networks are increasing dramatically every year. Employers are turning to social networks because it is a tool to screen job applicant’s profiles. According to a survey conducted by jobvite.com (2013), 94 % of employers use social media profiles to recruit job applicants. This trend assists the applicants and recruiters. Job applicants should be judged by their social network profiles because social media give positive image about the candidate, prove the information in the resume, and help to identify if the person fits the culture of the company or not.
This method is used to “gain mutual understanding and find a win-win common ground” between brand and consumers, and develop a more long-term relationship beyond just sales (Straubhaar, 300). From Facebook posts and Tweets to Youtube videos, each channel offers a distinct venue for brands to share its content with consumers on platforms they frequent. Each of these social channels help develop the brand’s overall aesthetic and personality, giving consumers a more personal connection with the brand. In return, social media provides consumers with the ability to engage directly with the brands they take interest in, 24/7. Consumers can “favorite” or “like”, share, and post comments on brand posts which can increase brand awareness and spread their message. PR teams have taken advantage of the move from “business hours
In 2016, the value of Internet retailing improved to 84% (Euromonitor International, 2016). Thus, online marketing became vital to businesses to promote their products. In respond to that, market players continuously promote their products through social media such as Facebook and Instagram. Businesses improve their customer relationship management as these platforms provide a swift and convenient 2-way interaction (Euromonitor International,