Online brand reputation is a concept. Increasingly popular, gaining strength and making. The digital marketing strategies of brands. Companies. In a nutshell, online brand reputation is nothing. More than what customers, potential customers . Users and readers, and society in general, perceive and see. About our brand or company in the digital environment. Sites, social networks, blogs, forums, etc.
Article we are not going to enter
The debate about whether or not there really is an online brand reputation, because awe fully agree with the professor at the University of Malaga, Ana Casado Molina, who last week within the Master in Digital Marketing Management and Direction , told us that the reputation of a brand is everything that has to do with a brand or company, the tangible and intangible elements, whether from the offline or online world.
Therefore, the digital environment is another mode of communication, a new channel, of brand presence, of dialogue, of exposure… that as marketing professionals we must know, articulate, monitor, control, measure, act on and design effective marketing and communication strategies.
And now, let’s really get down to business.
What corporate reputation?
The concept of corporate or brand reputation is totally related to the value of a company, which as we know today, is based on 80% of intangible elements or assets and 20% of tangible elements or assets.
Aspect clearly reflect in digital
Technological companies, whose assets (staff, materials, furniture, tangible goods, sales, costs, etc.) are very small; but whose market value, brand value, is astronomical.
A clear example was the case of Terra. Years ago went from increasing. The value of its shares on. The stock market 223% to being bought a takeover bid Telefónica. paying less than half of the initial price of the shares. were around 11 euros.
Business context, brand reputation
Fram as a business management model to help and contribute to aligning the company’s interests with the expectations of stakeholders (key interest groups within any company: employees, customers, shareholders, society, etc.
Corporate reputation will help us measure
The impact of intangible elements on the value of the brand and therefore on the final value of the company itself; unequivocally oriented towards a concept of seeking profitability.
Therefore we can define brand or corporate reputation as:
In a much more simplified way, brand or corporate reputation is that which is built from what others see in the brand and what is transmitted (from their perception) by those who know it.
What is Online Brand Reputation?
Nowadays, it is highly complicated for a not to be present in the digital environment, whether it has a presence or not; new consumers give their opinions, talk, express themselves on social networks, share their opinions on forums or write blog articles.
No brand is safe because the brand’s presence online or digitally no longer depends on the brand itself!!!!
Therefore, when it comes to our brand being present in the digital environment, whether we want it or not, we must be very clear:
Therefore, online brand reputation
Generated in the relationship between what the brand says in the online world and what the brand ultimately does.
Designing an Online Brand Reputation Strategy
Nowadays, brands that want to properly manage their online brand reputation must base their marketing and communication strategy around three key concepts:
Content : we must generate quality content, take care of what and how we say it, be aware that what the brand communicates and launches remains “recorded” digitally foreve.
In addition, we must articulate content that is consistent with what the brand is and does, deal with topics in which we are truly specialists, provide solutions to problems that we have actually solved… it seems obvious but it is not done!!!
Listen : The huge advantage of digital communication is that almost everything or practically everything can be monitored with tools.
24 hours support, but most importantly, you will learn through our library phone numbers 79 how to use them in your business. All data is generated through human processing and accurate mobile phone number list the phone number library is 100% accurate because it is a list of authentic sources. After all, you deserve a reliable phone number library that will remain efficient for a long time. Your phone number library is error-free We update our phone number library every week! Based on: We use liзt web data and have a high solution size or volume. We collate the facts through professionals, so we can get 100% accurate results.
So what are you waiting for?
From keywords to the number of visits or shares on social networks, every time our brand is written in digital form, it should set off an alarm bell. Analyze your competitors, look for conversations about your products or services.
Put the tools to work!!! But first, set some goals, establish some KPIs, design a dashboard in Excel…
paid such as: Google Alerts
which alerts you about the words or terms you mark; SocialBro, which is essential for monitoring Twitter; Pirendo, a great tool but it is paid; Google Analytics, Hootsuite, Mention, Buzzsumo, Klout, Semrush…
Choose the ones that best fit the objectives you have set….
Assessment: With all the data collect.Time to assess and analyse the results to draw. Conclusions that will lead us to improvement actions and to optimise the presence of our brand online.
Participation: Once we have generated content, analyzed our presence and obtained results, it is time to take a further step in our strategy and take action.
We must become a participatory brand
one that provides value, that generates positive experiences for the client, the user or reader; that knows how to manage both good and bad comments…
Brands must be aware that, whether they like it or not, they have been, are and will be present in the online world, as it is no longer a decision that depends on them.
If we are going to present, isn’t it better. To know what, who and how it said.
The volume of digital information
Increasing all the time, and it is necessary. To manage not only the communication. Or inputs that the brand itself sends. But also everything that different how do foreign traders use quora to promote their products? audiences say, comment on and give their opinions about our brand, our products services, our employees… in short, any aspect that touches the brand or company.
we monitor analyse respond
Dialogue, share positive experiences. Admit our mistakes, remain silent when necessary. Are transparent…we will be working on the online brand reputation.
We will be increasing the value alb directory of the intangible assets of the brand, of the company.
