Formula of online reputation, or In simple words about ORM
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Detailed guidelines for reputation management
On methods for managing reputation, building a brand and hidden marketing
Includes a problem with unique cases
The company"s reputation is an intangible asset. It is easier to find customers and partners with a good name, as people always prefer to build relationships with those who are trusted. The reputation is formed for a long and difficult, while one negative review is enough to reduce the level of confidence in the company.
Julia Burga has been engaged in the management of reputation for more than 10 years and has gathered a theoretical base in practice during this time. Since the sphere of reputation management is just beginning to form in Russia, there are very few worthy textbooks on this topic, and training programs and articles are quickly obsolete. The material presented in the book is of particular value - in it an explanation of the basic principles of reputation management is reinforced by unique cases from Julia"s practice.
The author analyzes in detail the available tools of reputation management: monitoring and analytics of the media and social networks, inflienses marketing, native advertising, reputation SMM, references, SEO and others. Guided by the prompts of Julia Burg, the reader will be able to develop a suitable strategy for the reputation management for his company, evaluate its effectiveness, plan work on the organization’s brand and use hidden marketing as an additional way to promote goods and services. In addition to practical tasks, the book also includes a new approach to calculating the EX Index to assess the reputation of brands, developed by Oleg Koshkin.
Quotes
"Reputation Management is a promising and capacious sphere with great potential. It is likely that soon in companies where PR departments were, unified reputation management structures will be created, which will include PR, Native projects, SMM, and SEO ".
"Why is the reputation so strong? According to what criteria are individuals or brands defined as “good” or “bad”? Why is it so important for us to know how others see us, and how can you influence their point of view? Based on your many years of experience, social psychology, historical and cultural context, I
On methods for managing reputation, building a brand and hidden marketing
Includes a problem with unique cases
The company"s reputation is an intangible asset. It is easier to find customers and partners with a good name, as people always prefer to build relationships with those who are trusted. The reputation is formed for a long and difficult, while one negative review is enough to reduce the level of confidence in the company.
Julia Burga has been engaged in the management of reputation for more than 10 years and has gathered a theoretical base in practice during this time. Since the sphere of reputation management is just beginning to form in Russia, there are very few worthy textbooks on this topic, and training programs and articles are quickly obsolete. The material presented in the book is of particular value - in it an explanation of the basic principles of reputation management is reinforced by unique cases from Julia"s practice.
The author analyzes in detail the available tools of reputation management: monitoring and analytics of the media and social networks, inflienses marketing, native advertising, reputation SMM, references, SEO and others. Guided by the prompts of Julia Burg, the reader will be able to develop a suitable strategy for the reputation management for his company, evaluate its effectiveness, plan work on the organization’s brand and use hidden marketing as an additional way to promote goods and services. In addition to practical tasks, the book also includes a new approach to calculating the EX Index to assess the reputation of brands, developed by Oleg Koshkin.
Quotes
"Reputation Management is a promising and capacious sphere with great potential. It is likely that soon in companies where PR departments were, unified reputation management structures will be created, which will include PR, Native projects, SMM, and SEO ".
"Why is the reputation so strong? According to what criteria are individuals or brands defined as “good” or “bad”? Why is it so important for us to know how others see us, and how can you influence their point of view? Based on your many years of experience, social psychology, historical and cultural context, I
Author:
Author:Бюрг Ю., Кошкин О.
Cover:
Cover:Hard
Category:
- Category:Business & Money
Publication language:
Publication Language:Russian
Paper:
Paper:Offset
Age restrictions:
Age restrictions:16+
ISBN:
ISBN:978-5-206-00012-2
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