In a world that is increasingly digital and hyperconnected, a new concept of the “modern consumer” has emerged that companies cannot ignore: people have become more sensitive to issues of social, political, and economic relevance, and brands that want to keep up with the times must position themselves in the market by highlighting their values and paying special attention to the social implications of their actions.
The role of the internet and social networks in this case acts as a magnifying glass and makes it possible for corporate initiatives of all companies to be easily traceable and evaluable, giving users the opportunity to form an opinion about a brand based on the information found on the web.
Especially on social media, anyone can independently publish reviews and comments, positive or negative, reporting their evaluations and experiences with products or the company itself. A double-edged sword that, like a great opportunity for companies, could also turn a small misunderstanding into a real media storm.
But how to build a good web reputation?
For what it concerns the analysis, management and building of online reputation for companies, brands, institutions and public people, it is possible to identify a few best practices aimed at creating and maintaining a solid and successful web reputation:
- The importance of monitoring: constant monitoring of all online conversations regarding the company allows for listening to the network and reworking the data and information obtained, in order to establish better management and optimization of business choices, keeping a high level of attention in order to protect against unpleasant situations;
- Defining in advance and with precision the modalities of intervention in the event of criticality: thanks to planning and clarity of the steps to be followed, the operational work flow is optimized, avoiding errors and delays;
- Communicating online one’s strengths and values in which one believes: in fact, this action enhances the brand and allows for consolidating the corporate image, reaching users in a real and sincere way.
These are just three tips for a conscious management of corporate web reputation; what is certain, however, is that enjoying a good online reputation constitutes an advantage for companies, translating into an increase in profits and performance, as well as an advantageous position compared to competitors: we are talking about a real corporate asset that modern companies cannot and should not any longer ignore.