Managing Reputation Online

Increasingly this broth threatens brands and corporate reputation and needs professionalism to immunise or doctor the effects of the brew.

(Page 3 of 4)   « Prev  1  2  
  4  Next »
Traditional brand building has depended on visibility. There are not many opportunities for this kind of brand promotion among the many and disparate communities in the Internet Society. Interactive consumers are focused on a specific information goal, with the effect of blocking brand images. Companies have to respond effectively. Brand impressions are built on-line in smaller numbers on the Internet. On-line promotion has to be a combination of many activities aimed at a variety of communities. Ensure that each interaction with a potential customer impresses. A question of building and securing trust. Internet users demand excellent service. Brand equity is important. Good Internet brands have a number of common attributes. The way a company markets offline does affect its ability to market products on-line. Commonality of branding across the world is now important because of the global nature of the Internet.
Search for a product or service on a 'site perceived as legitimate'. Using a search engines first. Banner advertisement an hyperlinks and mini-sites. On-line entities have to go offline to other media for promotion. Customers like to know what to expect when they go to a site and want to feel part of a community. Consumers are more likely to return to a site if it's identified with a brand they recognise and trust. Internet users access URL's they see advertised on TV. Reasons for offline promotion are the ability to foster brand awareness among those who are new to the Internet and those who intend to go on-line in the near future.
Extend the company’s Internet presence both for the company Web sites and, significantly, beyond it. Providing stakeholders such as retailers, dealers, distributors with the means and incentive to add to presence.
Across the many genre of Internet presence, there is recognition that netzines appreciate access to information. Many sites in the commercial and not-for-profit areas of interest have a tiered approach to the provision of information. This process is effectively used in a progressive approach to make sites 'sticky' and to effect a behavioural change. Sites with rich content and a lot of information like can keep people on their sites for a long time. Some hyperlinks can and should offer opportunities to build and enhance the company Internet Brand presence. Site navigation is a big problem.
The advent of technologies has made Web sites exciting places to visit. These technologies be used to bring added information and content to the visitor. Inclusion of chat and discussion groups requires investment in a moderator. Web site needs ability to take the visitor through to the information needed and for there to be trust in the information provided. Well constructed and interesting sites attract an almost cult following. Websites must provide a contact person for customers. Important to be able to download information and contact specialists in company.
Few provisions have been made for real-time on-line customer service and support. The reputation of companies on-line is being tarnished by lack of responsiveness. The Internet society is well aware that these mistakes need not be made. Brand values on the Internet will stay at a low ebb until these simple processes are properly managed. There are exceptions to the general rule of poor delivery. The top sites for the number of different people visiting them have substantial brand equity because they deliver.
On-line public relations is a boom area for the Internet. The reach of on-line news is now huge. Half of all users of the Internet take some form of on-line news every day. Most publications publish an on-line version of the printed edition. In some instances, this is a synopsis, in others it is a straight reproduction but, in a very significant number of cases, the on-line version is very different.

The news vendors in cyberspace are often the big entry Portals and ISP’s. Some of these publications break stories as they happen and do not wait until the print version hits the streets. Immediate response to stories is now open for all and letters to the editor come in the shape of e-mails by the hard disc full.
The PR virtues of knowing the journalist and building an effective PR relationship is as important as ever.

The Internet Society is ready made for enthusiasts. Sponsors can target an audience with great precision. Events and activities of the sponsored activity provide every reason for the netzine to return to the site on a regular basis. There would seem to be less resistance to advertising on sponsored sites than for other forms of internet advertising. Ability to build large databases of customer information. Provides constant data about the audience. Sport and cultural sponsorship on-line can be very creative. Internet tools that can be deployed.
Brands commonly associated with pornography without the brand owners' knowledge. Use of metatags. Some companies have used the same device to attract consumers from competitors! Company used competitor comparisons to seduce search engines to bring competitor enquiries to its site. Some companies have used front organisations to attack brands. Software is being distributed which allows users to change the contents of a web site.
The Internet has become a hotbed for the sale of counterfeit luxury items. Increasing risk of losing significant market share due to brand confusion and devaluation of image.
(Page 3 of 4)   « Prev  1  2  
  4  Next »