Reputatie online – creare, intretinere si aparare
Mediul online ofera posibilitatea oricui sa isi exprime parerile (cu cateva exceptii in anumite culturi si tari). Sa vorbim insa despre majoritate. Ne putem exprima idei, pareri, putem lauda, putem critica obiectiv sau subiectiv. Oricine vrea poate insa arunca cu noroi – cu sau fara baza reala.
Se ajunge astfel in situatia de a cauta permanent noile lucruri aparute online despre o anumita persoana, directorii companiei, organizatie in sine astfel incat sa existe o viziune de ansamblu asupra celor spuse.
Creare reputatie – evident ca orice are legatura cu a crea implica efort, creativitate. Se poate colabora cu unele agentii specializate pe comunicare online – care sa identifice toate elementele utile intr-o anumita situatie si sa propuna strategii viabile pe care sa le si implementeze. Pot exista si persoane in cadrul companiei care sa se ocupe de reputatia companiei sau a unor membri ai sai in zona online. Desigur ca orice se creeaza trebuie intretinut cu grija si atentie, ca orice imagine online trebuie gestionata in timp si ca lucrurile comunicate online trebuie sa fie in deplina concordanta cu realitatea si cu reputatia construita prin “mijloace traditionale”.
“Cele bune sa se adune, cele rele sa se spele” se spune, insa online cine “curata” reputatia atunci cand apar informatii negative online?
Evident au aparut companii care se ocupa de acest lucru. Puteti citi un articol interesant pe tema chiar in editia de astazi a ziarului Cotidianul, in articolul Spalatorii reputatiilor pierdute pe net. Dupa cum usor se remarca strategiile de aparare a imaginii sunt diverse: unii ii contacteaza pe cei ce au scris “de rau” si ii roaga sa inlature acele insemnari (daca sunt bloggeri); altii creeaza o adevarata panza intre linkuri cu elemente si informatii, comentarii pozitive – pentru ca informatia negativa sa fie impinsa in paginile urmatoare atunci cand se cauta ceva pe Google.
Este important fireste ca inainte de a accepta un caz sa se verifice daca nu cumva acele lucruri mai putin pozitive sunt reale – situatie in care nu ar fi etica preluarea cazului – asa cum mentiona chiar un reprezentant al unei companii (care spunea ca au mai multe cazuri pe care le refuza in comparatie cu cele pe care le accepta).
Costurile apararii reputatiei online sunt destul de ridicate – si implica unele campanii pe mai multe luni. Sistemul de tarifare difera de la o companie la alta in functie de modalitatea de aparare stabilita ca procedura interna (fiecare cu plusuri si minusuri).
Cei de la astfel de companii se numesc noii PR-isti – tinand cont probabil de impactul pe care il are o informatie mai putin buna aparuta online. Desigur ca rolul lor este important – insa de asemenea sigur ca “PR-istii traditionali” nu vor disparea. Evident de asemenea este faptul ca exista riscul ca unele companii sa nu fie atat de etice si sa accepte si cazuri cu informatii negative insa adevarate.
Ce parere aveti despre acest tip de firma, comunicare, PR?
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