identity is the image that companies leave voluntarily or involuntarily on the
Web (publications on social networks, press releases, websites, videos, etc.).
Digital identity therefore only depends on what the company agrees to show or
not. It is necessary to differentiate the digital identity from the
e-reputation. The latter does not depend on what the company decides to
publish, but on what internet users publish about it (comments on Google, on
social networks, blog articles, etc.).
In other words,
digital identity is the manageable part of its online image, when e-reputation
is the “suffered” part, whether positive or negative.
What are the challenges of e-reputation?
of e-reputation are numerous and are played out at different levels via search
engines, online review platforms, social networks or via local referencing.
Mastering these different channels means mastering your online image and
therefore creating a real bond of trust between your prospects and your
customers. There are many actors; it is therefore necessary to have a global
vision of who is talking about you and on which supports. Mastering your brand
image means indirectly gaining customers through wider and controlled
visibility. The right reviews are there.
Who are the actors of your e-reputation?
Many actors can
intervene when it comes to influencing the e-reputation of your business in one
way or another. Today, it is essential to know them by doing an audit of your
e-reputation and to operate a constant and strategic watch to avoid crises and
bad buzz. We will distinguish here 5 actors who can influence your notoriety on
the internet, the company and its employees, internet users, influencers, the
various media and finally, the competition.
The company and its employees:
According to a
study carried out in 2012 by the Free University of Brussels, 84% of business crises
are linked to an internal problem. A company can indeed damage its image on the
internet for multiple reasons. It could sell a faulty product, have
questionable communication or marketing, or even be false, disseminate
information not to be disseminated, or demonstrate poor organization. In order
to keep its popularity intact, the establishment must start by being irreproachable.
Employees of a
company are also capable of causing an earthquake if they are not properly
aware of the use of social media in relation to their work. Real controversies
can arise following an unfortunate publication or dissemination of confidential
information and have repercussions on the turnover of the company.
obviously play a decisive role in a company’s e-reputation. Whether through
social media exchanges, Google reviews, digital word of mouth, information sharing,
etc., surfers of all stripes have gradually become masters of the game. Regarding
the popularity of a business. With a
smartphone in the pocket and a few tweets, the user can create a craze or a
controversy in a few seconds. It is therefore very important to keep a constant
watch on your users!