Reputation management | Solutional Webdesign Antwerpen

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Reputação^[4] management is a strategic practice that involves monitoring, influencing, and improving the public perception of an individual, organization, or brand^[8]. It originated from relações públicas^[1] and has evolved with the advent of the internet^[6]. Nowadays, it plays a crucial role in digital spaces like motor de busca^[2] results and redes sociais^[3] platforms. Reputation management encompasses various components, including online reputation management (ORM), search engine reputation management, and social media monitoring. It seeks to bridge the gap between a brand’s self-perception and public opinion by addressing negative content and highlighting positive experiences. Ethical considerations in reputation management include maintaining honesty and integrity, respecting customer^[5] privacidade^[7], and upholding transparency. Businesses often incorporate reputation management in their strategies to enhance brand image, cope with scrutiny, and improve online visibility. Various tools and technologies, including online monitoring tools, social media listening platforms, and data analytics, are utilized for effective reputation management.

Definições de termos

1. ↑ relações públicas.

1 As relações públicas, muitas vezes abreviadas como RP, são um processo de comunicação estratégica que cria relações mutuamente benéficas entre as organizações e os seus públicos. Este domínio, cujas raízes remontam ao início do século XX, com figuras-chave como Ivy Lee e Edward Louis Bernays, centra-se principalmente na gestão da perceção de uma organização junto dos seus intervenientes. O papel dos profissionais de RP pode variar desde a conceção de campanhas de comunicação até à gestão de situações de crise. Trabalham em diferentes sectores, como empresas de RP, agências governamentais e organizações sem fins lucrativos. As tácticas de RP podem incluir a comunicação financeira, a publicidade junto dos consumidores, a resposta a crises, a gestão de litígios jurídicos e o envolvimento do governo. Os profissionais de RP também seguem códigos de ética e normas internacionais para equilibrar os interesses públicos e privados.

2 As relações públicas, muitas vezes abreviadas como RP, são um domínio complexo que gira principalmente em torno da gestão da comunicação entre uma organização e as suas partes interessadas. Trata-se de um processo de comunicação estratégica que ajuda as organizações e os indivíduos a construir relações mutuamente benéficas com o público. As raízes das relações públicas remontam ao século XX, mas foram pioneiros como Ivy Lee e Edward Bernays que definiram a sua prática atual. Na sua essência, as RP envolvem a gestão da divulgação de informações com o objetivo de influenciar a opinião e a perceção do público. As principais responsabilidades dos profissionais de RP incluem a conceção de campanhas de comunicação, a gestão da reputação, a gestão de crises, o conhecimento da marca e a gestão de eventos. Também tiram partido das plataformas das redes sociais para o marketing e adaptam as mensagens às diferentes necessidades do público. Apesar da sua importância, esta área é alvo de críticas devido a práticas negativas, como o spin e comportamentos pouco éticos. No entanto, para contrariar estas críticas, organizações como a CIPR, a PRSA e a IPR publicaram códigos de ética para orientar os profissionais de RP.

2. ↑ motor de busca. Um motor de pesquisa é uma ferramenta vital que funciona como parte de um sistema de computação distribuído. É um sistema de software que responde às consultas dos utilizadores fornecendo uma lista de hiperligações, resumos e imagens. Utiliza um sistema de indexação complexo, que é continuamente atualizado por web crawlers que extraem dados de servidores Web. No entanto, alguns conteúdos permanecem inacessíveis a estes rastreadores. A velocidade e a eficiência de um motor de pesquisa dependem muito do seu sistema de indexação. Os utilizadores interagem com os motores de pesquisa através de um navegador Web ou de uma aplicação, introduzindo consultas e recebendo sugestões à medida que escrevem. Os resultados podem ser filtrados para tipos específicos e o sistema pode ser acedido em vários dispositivos. Esta ferramenta é importante porque permite aos utilizadores navegar na vasta Web, encontrar conteúdos relevantes e recuperar informações de forma eficiente.

5. ↑ customer.

1 The primary entity in this text is the 'customer.' A customer is an individual or entity that purchases goods or services from a business. They are crucial participants in the commercial landscape, forming relationships with businesses through transactions. Customers can also be classified as 'clients,' especially when they receive tailored advice or solutions from a business. The term 'client' originates from Latin, implying a sense of leaning or bending towards a business. Customers vary in types - from end customers who directly buy products or services, to industrial customers who incorporate these goods or services into their own offerings. These customers can have different relationships with the business, such as being employers in construction projects. Businesses often segment their customers into different categories, like entrepreneurs or end users, to better understand and serve them. The understanding and management of customer relationships is a critical area of study and practice in business.

2 The primary entity in this text is the 'customer.' A customer is an individual or entity that purchases goods or services from a business. They are crucial participants in the commercial landscape, forming relationships with businesses through transactions. Customers can also be classified as 'clients,' especially when they receive tailored advice or solutions from a business. The term 'client' originates from Latin, implying a sense of leaning or bending towards a business. Customers vary in types - from end customers who directly buy products or services, to industrial customers who incorporate these goods or services into their own offerings. These customers can have different relationships with the business, such as being employers in construction projects. Businesses often segment their customers into different categories, like entrepreneurs or end users, to better understand and serve them. The understanding and management of customer relationships is a critical area of study and practice in business.

Artigos relacionados:

Gestão da reputação (Wikipédia)

Reputation management, originally a relações públicas term, refers to the influencing, controlling, enhancing, or concealing of an individual's or group's reputação. The growth of the internet e redes sociais led to growth of reputation management companies, with resultados da pesquisa as a core part of a client's reputation. Online reputation management, sometimes abbreviated as ORM, focuses on the management of product and service motor de busca results.

Ethical grey areas include mug shot removal sites, astroturfing customer review sites, censoring complaints, and using otimização de motores de busca tactics to influence results. In other cases, the ethical lines are clear; some reputation management companies are closely connected to websites that publish unverified and libelous statements about people. Such unethical companies charge thousands of dollars to remove these posts – temporarily – from their websites.

This field of public relations has developed extensively with the growth of the internet, social media, and the advent of reputation management companies. The overall outlook of search results has become an integral part of what defines "reputation" and reputation management now exists under two spheres: online and offline reputation management.

Online reputation management focuses on the management of product and service search results within the digital space, which is why it is common to see the same suggested links in the first page of a Google search. A variety of electronic markets and online communities like eBay, Amazon e Alibaba have ORM systems built in, and using effective control nodes can minimize the threat and protect systems from possible misuses and abuses by malicious nodes in decentralized overlay networks.

Offline reputation management shapes public perception of a said entity outside the digital sphere using clearly defined controls and measures towards a desired result that ideally represent what stakeholders think and feel about that entity. The most popular controls for off-line reputation management include social responsibility, media visibility, press releases in print media e sponsorship amongst related tools.

In the 2010s, marketing a company and promoting its products online have become large components of business strategies. Companies are trying to be more aware of how they are perceived by their audiences both inside and outside their target market. A problem which often arises from this is false advertising. In the past, contribution of internet posts and blogs to a company would have been a foreign concept to most corporations and their consumers. However, with more competitors and more clutter, it is increasingly difficult to get noticed and become popular within the realm of online business or among influencers because of how the algorithms that serve users content work on redes sociais.^{[citation needed]}

Reputation management is a marketing technique used to restore lost reputations by companies who have lost it, or to establish a new one.

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