E-reputation is the perception a person has of a company or individual based on information found online (website, social media, digital media, etc.).
What is a company’s e-reputation?
A company’s e-reputation refers to that company’s digital identity; how they are viewed by the public.
It is made up of online information such as user reviews on Google or Facebook, newspaper articles, video comments, etc.
Why is a good e-reputation important?
Having a good e-reputation is critical given that 80% of consumers turn to online reviews before making a purchase. E-reputation directly shapes public perception and opinion.
A good e-reputation helps control a company’s brand image and heighten its visibility online, in addition to improving the employer brand and making talent recruitment easier.
Conversely, a bad e-reputation can have negative impacts including:
- A drop in sales
- Loss of trust among some people (customers, employees, suppliers, etc.)
- Company closure
What shapes a company’s e-reputation?
Plenty of information put online by users will factor into a company’s e-reputation, such as:
- User comments and opinions on search engines
- Comments on social media such as Twitter, LinkedIn, Facebook, etc.
- Things said in blogs and forums
- Opinions expressed in videos
Who can influence a company’s e-reputation?
A number of players have a role, such as:
- The company itself and its employees
- The media
- Internet users
- Influencers (or public figures in general)
- Competitors
These players can exert a conscious or unconscious influence on e-reputation.
How to improve a company’s e-reputation
There are several strategies to improve a company’s e-reputation, such as:
- Making a video presentation of the organization
- Putting out quality content on social media
- Adding photos to the company’s Google profile
- Monitoring the company’s e-reputation
- Implementing a marketing communications strategy
- Responding to negative reviews by Internet users
