How to gain customers and increase profits with B2B marketing

How to gain customers and increase profits with B2B marketing

Search Engine Reputation Management

Reputation management is the process of tracking an entity’s actions and other entities’ opinions about those actions; reporting on those actions and opinions, and reacting to that report creating a feedback loop. All entities involved are generally people, but that need not always be the case. Other examples of entities include animals, businesses, or even locations or materials.

The tracking and reporting may range from word-of-mouth to statistical analysis of thousands of data points. Reputation management has come into wide use with the advent of widespread computing. This is evidenced by a front-page story in the Washington Post.

] featuring several online reputation management firms. Reputation management systems use various predefined criteria for processing complex data to report reputation. However, these systems only facilitate and automate the process of determining trustworthiness.

This process is central to all kinds of human interaction, including interpersonal relationships, international diplomacy, stock markets, communication through marketing and public relations, and sports. Reputation management is also a professional communications practice – a specialization within the public relations industry.

Reputation management ensures that the information about an individual, business or organization is accessible to the public online as well as through traditional outlets and is accurate, up-to-date, and authentic

Real-world communities

Small town The classic example of reputation management is the small town. The population is small and interactions between members are frequent; most interactions are face-to-face and positively identified — that is, there is no question who said or did what. Reputation accrues not only throughout one’s lifetime but is passed down to one’s offspring; one’s individual reputation depends both on one’s own actions and one’s inherited reputation.

There are generally few formal mechanisms to manage this implicit reputation. Implicit Reputation is the accumulated reputation one gets in a small town from previous actions. The town diner and barbershop serve as forums for the exchange of gossip, in which community members’ reputations are discussed (implicit reputation), often in frank terms. Outstanding members may receive small, symbolic awards or titles, but these are mere confirmations of general knowledge

Big city

The large metropolitan area is at the other end of the spectrum from the small rural town. Community members come and go daily, and most members are only personally acquainted with a small fraction of the whole. Implicit reputation management continues to work within subcommunities, but for the city as a whole, it cannot.

Profession

Reputation management is also a professional communications practice – a specialization within the public relations industry. It ensures that the information about an individual, business, or organization is accessible to the public online as well as through traditional outlets and is accurate, up-to-date, and authentic. Reputation strategy is a competitive strategy. Reputation initiatives drive stakeholder perceptions, which drive the likelihood of eliciting supportive behaviors and fueling business results. Leveraging reputation allows individuals or businesses to build an advantage in the marketplace and reduce risk exposure. You manage a reputation by building a ‘reputation platform’ and by carrying out ‘reputing programs’. Reputing aligns identity (what a company is), communication (what a company says), and action (what a company does). Reputing is designed to build and reinforce trusting relationships between companies and their stakeholders

Final word

E2’s system has a number of detrimental effects. Many new users leave the site after their first article gets multiple negative votes, and is sometimes then also deleted, all without any explanation required. Even experienced users hesitate to submit less than perfect articles since negative votes cannot be retracted

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