Reputatie management is het gat dichten tussen identiteit en imago.

reputatie management

Een reputatie begint bij de identiteit van de organisatie en zijn vertegenwoordigers. Het is een combinatie van normen en waarden, drijfveren, opvattingen, ideologieën en karaktertrekken.

‘Wie zijn wij als organisatie?’ Is de eerste vraag die gesteld moet worden bij het uitbouwen en managen van een reputatie. Na de vraag rond identiteit komt onvermijdelijk de vraag: ‘Wat is ons imago?’ ‘Hoe zien anderen ons?’ Het imago van een organisatie is een afspiegeling van de interne identiteit. Het zou ideaal zijn als de identiteit en het imago van een organisatie met elkaar overeenkomen. Meestal is dit niet (helemaal) het geval.

Bij reputatiemanagement gaat het er vooral over het gat te dichten tussen identiteit en imago.

Het beïnvloeden van reputatie via communicatie en gedrag gebeurt ook volop online. Aangezien klanten eerst online op zoek gaan naar informatie voordat ze een product kopen is het vrij eenvoudig om reputatie online te beïnvloeden. Heel veel conversaties op sociale media gaan over organisaties en merken. Nooit was het zo makkelijk om klanten en betrokkenen direct te bereiken. Belangrijk dus om je online reputatie te managen.

Wat verpest je online reputatie?

• Regelmatig van naam veranderen als bedrijf, merk of op sociale media

• Negatieve commentaar

• Het verstrekken van valse of foutieve informatie

• Namaak profielen

• Plagiaat

• Klagen en klachten

• Aanvallen op de concurrentie

• (Bedrijfs)schandalen

• Slecht nieuws

Wat is de basis voor een goede reputatie?

• Uw goede naam

• Uw bedrijf

• Links met sterke merken en producten

• Bekwaam en vriendelijk personeel

• Regelmatig (positief) verschijnen in de media

• Als expert worden beschouwd

• Snelle interventie bij problemen

• Goede service

• Goede recensies

Vergeet vooral niet dat online reputatie altijd verbonden is met de fysieke, offline wereld. Het gaat om de totaalindruk die je bedrijf nalaat vanaf het online bezoek tot op het moment dat de verkoop is afgesloten en zelfs lang erna. Toets af en laat ons weten waar uw knelpunten liggen.

Bronnen:

http://www.frankwatching.com/archive/2015/01/22/online-reputatiemanagement-zo-meet-je-eindelijk-je-online-reputatie/

http://www.visualistan.com/2014/08/online-reputation-management-for-business-branding.html

 

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