Online Reputation: manage your reputation by analyzing the web
After Web 2.0 for Market Intelligence and Information Research, Digimind publishes a new White paper : Online Reputation: manage your reputation by analyzing the web.
- “If you upset your customers in the real world, they are likely to tell 6 friends each. On the internet, your unhappy customers can tell 6000 friends each” explains Jeff Bezos, the CEO of the renowned online bookstore Amazon .
- The essence of the new challenges posed by Web 2.0 to organizations nowadays is encapsulated in this quote: your brand, your products, your company, your employees are now the potential subjects of conversations and attacks, but also of positive rumors broadcast on the internet. Indeed, any individual is now able to broadcast their own views easily using simple tools, by circulating their own information or commenting on information published by others.
- A study published on the American blog 97thFloor showed that 29 of the Fortune 100 companies were the subject of “negative” content, as produced on the first page of results on Google, if you enter their name as a query on the search engine.
- Even the most powerful companies are exposed to this. The web now constitutes the largest worldwide public database, where criticism is archived ad vitam æternam and can therefore not be erased.
- If a company, organization or local authority decides not to communicate on the net, its customers, users or constituents will often undertake this for them, either sincerely having been prompted by marketing or with varying degrees of militancy.
- Think of your latest important purchases (holidays, a hifi, restaurant…): were you not tempted to find out the opinion of other internet users so that you didn’t have to rely exclusively on the retailer’s official shiny sales brochure strongly recommending his product?
- Every business and every individual therefore has the potential to become the object of a positive or negative buzz. Rumors, a time-old phenomenon, are now spread on the net at different speeds depending on each individual case. Conversations on 2.0 media now need to be analyzed closely in order to anticipate any possible larger scale proliferation towards the classic mass media (radio, TV, paper press) in order to halt any potentially disparaging remarks about your organization.
- We will see that there are virtually no rules written in stone in this world of rumor-spreading on the net: a rumor may spring from a blog and then be picked up by a radio station, or conversely begin on the television in a program with a small audience and then be repeated on a multimedia platform (YouTube, Dailymotion) to be viewed by millions. One thing is for sure: traditional media are now required to include (or even incorporate through diversification) new Web 2.0 media in order to handle the speed of creation and circulation of information more effectively.
Over 50 pages of practical and illustrated information about Online reputation.
Christophe Asselin and Philippe Duhot acknowledged experts in the field, provide an array of explanations and answers in this new White Paper, presenting the new challenges posed by Web 2.0 to organizations and this world of rumor-spreading, buzz and propagation on the net.
This Digimind White Paper is essential reading for professionals wishing to extend their intelligence scope, in particular in the fields of marketing, research and communication.
- Introduction: markets are conversations, web users are the media.
- I. Business and Web 2.0
- A. Inequality among companies and individuals faced with Web 2.0
- B. Typology of the consequences of buzz
- 1. Consequences of negative buzz
- 2. Consequences of positive buzz
- II. The world of real-time conversation: propagating and anticipating buzzes
- A. Transfer of audience from mainstream media to Web 2.0
- B. Web users as propagators of information
- III. Digital buzz analysis
- IV. The challenge of monitoring
- 1. Identify the really influential sources
- 2. Handle huge volumes of information on the constant increase
- 3. Account for the vast diversity of sources worldwide
- 4. Anticipate buzz propagation
- V. Means for monitoring, analyzing and managing crises
- 1. For the monitoring phase
- 2. For the analytical phase
- 3. For reputation management and managing online “crises”
- VI. Means for correcting and promoting your image
- A. Faced with a crisis: act… or do nothing
- B. Make the most of the network to boost your brands and market share
- 1. Launch a product effectively without massive investment in publicity
- 2. Influence distribution strategy
Webography ~ Bibliography
About the authors
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Keywords : Reputation, online reputation, reputation management, web reputation, brand reputation, corporate reputation, buzz, propagation