How to create a stunning “About” section. Building a business reputation Creating a reputation from scratch

Being an expert is honorable and useful. Experts find jobs and clients more easily, their opinions are listened to, and they are paid more. Every second would like to become an expert, and every fourth believes that this is almost impossible without completing expensive programs and working in large corporations.

And an expert is not such a rare bird. We live in a world where anyone can become an expert. Because many, without realizing it, are experts in one field or another. And for this they have everything - the necessary knowledge and experience.

But why don't we know these people? Because only a person who is a brand receives the title of expert. And a brand, as you know, needs to be created. Below are some tips on how to create a name for yourself as an expert.

1. Write every day

Get yourself accounts on those social networks where the lion's share of your target audience is located. These can be regular social networks like Facebook, or professional ones like LinkedIn. You should be found wherever potential employers and clients are. And not only to find, but also to see: you need to publish at least one post every day. At the same time, the publication must correspond to the format of a particular social network and your topic. Of course, in addition to posts on professional topics, you can also write something personal and joke. But it is very important to maintain balance here.

2. Don't hide

The time of anonymous writers is over. Now a person’s name is highly valued, and this name should be heard. Of course, not everyone is lucky enough to start a career as an expert, being a popular TV presenter, but any person has every chance to glorify himself, provided that he:
- introduce himself;
— will share high-quality materials with the audience;
- will prove himself to be an excellent expert.

3. Create an information flow

At least once a week, publish information that will be important to a large number of people. Examples of such information:

— reviews of new programs, gadgets (if relevant for your industry);
— instructions, useful recommendations and lists;
— e-books useful for your field of activity, or reviews of them;
— useful videos or podcasts;
— the most important world news (depending on your topic) and your comments on them;

Information must be relevant, high-quality and verified. The more it meets these three criteria, the faster you will be perceived as an expert and trustworthy source.

4. Columnism is your everything

Being a guest author on a popular resource automatically adds points to you. Fortunately, it is now quite easy to start writing a column on various online media sites. Don't look at being a columnist as a waste of time - you're spending it on your brand. On the contrary: if the resource is popular, even more people will see you who would otherwise never know about you. Whenever possible, choose specialized resources that are relevant to your field of activity.

5. Share unique information

Only experts can generate unique, high-quality content. Therefore, you simply must generate it. An analytical article, a review, a detailed commentary, an action plan - not everyone can write such things efficiently.

But in any case, you can always start with something simple. For example, expert material can even be a translation of an English-language article. But it must be a truly complex and deep article on a highly specialized topic that readers will be interested in reading. There is another advantage to translations - you learn a lot of new things and develop.

6. Communicate as much as possible

Experts have long been not oracles telling the truth, but people who constantly gain their authority in discussions and disputes. Social networks ensure that active communication with subscribers occurs casually and at a convenient time, so you can communicate much more than you could afford in real life. Therefore, answer questions, discuss, argue. And - what is very important - be correct. Arguments that end in personalities will not build your reputation.

Also follow experts who work in your field. Check in with them in the comments under their materials and discuss with them if you have something to say. You will not only prove yourself, but also gain valuable contacts.

7. Go to public speaking events

Follow the schedule of conferences, round tables, exhibitions, events in various coworking spaces that relate to your area and participate in them as a speaker. This is the best way to find new employers, clients and present yourself as an expert. Think carefully about what to say and about what - you need to be remembered, and it should be a vivid and relevant topic.

8. Don’t neglect working on yourself

Even if you don’t have time to actively manage your social media account or blog, still try to organize your time so as not to give up working on your brand for good. For example, make publications that take up the most resources rarer and reduce their volume. It is therefore important to warn the audience that you will write less, but do not quit for good.

The main thing is not only maintaining the audience, but also understanding that working on your own brand is also working on yourself. For your publications, you should monitor all market news and analyze it to understand where things are heading in your field. This will give you an invaluable advantage over others, and therefore make you more valuable in every sense.

Any organization engaged in commerce has in its arsenal a valuable tool that can contribute to business success. It's about reputation. For a company, just like for an ordinary person, it has a dual nature. On the one hand, a good reputation will help to establish new profitable relationships. On the other hand, bad company reputation will be a hindrance in development and an obstacle to finding partners. It is important not only to have a good reputation, but also to be able to manage it.

Company image and reputation: what is the difference

To understand how to manage and what, it is necessary to dwell on the issue of terminology. The ambiguity of concepts sometimes threatens to confuse them, and this leads to the inability to lay the fundamental foundations of a company’s reputation and manage it competently. More often than not, the concept of reputation is confused with image.

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Image is a manipulative, attractive image that affects the emotional and mental sphere of a person.

In accordance with the definition, the image is characterized by a number of characteristics that reflect its imagery and emotional and psychological orientation:

• the impact on the emotional sphere entails a response expressed by strong emotion;
• human consciousness creates an ideal object;
• there are no strict criteria for measurement, the image is assessed by the relationships that arise during communication, making a choice or in the process of activity;
• since this is an image, it has integrity and unambiguous structure and does not contradict general ideas;
• this is not a static structure, so the image requires “feeding” through advertising and various promotions;
• despite the finite list of components, it is a complex structure to perceive, which entails unpredictability of the reaction to it;
• a pragmatic approach implies the focus of the image on individual tasks and their solution in the context of a specific situation and company policy;
• it is intangible, but has real consequences;
• the variability of the structure makes it possible to make amendments - the image has a dynamic nature.

The most important task of the image is to form a positive attitude towards someone or something.

Today you can often hear about a company's business reputation, because it is a very important component in business, and everyone gives their own definition of this concept. In South Florida, specialists from the University have collected more than one fifty author's definitions presented in books and articles since the beginning of the century. If we analyze all these definitions, they can be reduced to three groups that will give a general idea of ​​what reputation is:

• a generalized view of the organization’s performance without thorough analysis and evaluation;
• attitude towards the enterprise formed through personal experience, knowledge of other people or the results of sociological research;
• an object of a non-physical nature that is the property of a company and is expressed in economic terms.

Based on the above classification, we will understand the basic definitions and the objects hidden under them.

Company image is an image created by target groups, emotionally charged and reflecting their opinion about the company.

Corporate reputation– this is the opinion of consumers about the enterprise, formed not permanently and supported by expert research into the main sectors of the organization (economics, ecology, social sphere).

Reputation capital– the amount that corresponds to the monetary equivalent of an intangible business object – reputation.

Reputation arises from the experience of direct interaction between consumers and the company. It is important to have assessments, reasoned evidence, informed opinions and analyzes by qualified specialists. The image is more superficial because, due to its emotional nature, it is based on impressions. Reputation is what is hidden behind the image, like a face hidden under a mask. Both of these categories have their own special task, therefore, with proper management of affairs, they help and form a friendly tandem.

Image is emotions that can turn into value - reputation. When a client trusts an organization and sees it as a conscientious and responsible partner, then we are talking about reputation and the corporate capital represented by it. Achieving this is a great success for the company, so it is necessary to understand how to create the company’s reputation at the appropriate level and how to maintain it.

Why your company needs a positive reputation like air

The company carries out its activities in accordance with the interests of clients and other objects of interaction. And the scope of these interests can be different: they have political, economic, spiritual, legal overtones, etc.

The company's business will be successful if the issue of organizing relationships both within the company and with external opponents is correctly raised. Achieving existing tasks will directly depend on how flexible the network of interactions and feedback is built.

In the process of this activity, tasks such as creating a positive image, establishing long-term cooperation with clients, partners and suppliers, as well as creating a company reputation that brings benefits and results are solved.

A good reputation helps with the following:

• the products and services offered acquire psychological value;
• searching for new clients among competing enterprises;
• attracting qualified employees to the company and improving working conditions for existing employees;
• increasing sales and advertising efficiency, which means working to establish relationships with suppliers, advertising agents, buyers and partners;
• accumulation of savings in the stock market and resistance to crisis.

The value of a company's business reputation is enormous, so it plays a vital role in the life of the company. However, not many enterprises have a system for protecting and enhancing the company's reputation.

The manager should not forget that the success of his enterprise in the market largely depends on a positively formed reputation.

• Business reputation and company image: 4 ways to optimize them

Formation of a positive reputation of the company

Reputation doesn't come out of nowhere. The foundation for it is the real successes and special conditions of the company. Creating a reputation takes money and time. This is a risky, lengthy and complex process with no guarantees. Such an event must be approached responsibly and professionally, continuously and comprehensively, using modern technologies. In this case, reputation will work for the company and bring it a lot of money: clients will pay for guarantees backed by reputation.

Most of the assets of an enterprise are usually expressed in intangible equivalent - this is the business reputation of the company, its managers, and brand. Coca-Cola has only 4% of real assets, the remaining 96% comes from its business reputation. From the example it is clear that something that has no calculation in the material world can bring tangible benefits, expressed in considerable amounts. In such a situation, not least important is the issue of systematization, clarification of concepts and strengthening of their positions.

Reputation is an integral element of business, and it is important to ensure that its formation does not happen on its own. If you do not let this process take its course and maintain a good reputation of the company, then the attitude towards it will be at a high level.

Graham Dowling Professor of Marketing at the Australian School of Management, author of the book “Company reputation. Creation, management and performance evaluation", asserts (and this is confirmed in practice) that the organization has as many reputations as there are target groups. And with each of them the company must maintain relationships that satisfy both the needs of the audience and the needs of the company. There are four target groups in total:

1. Regulatory.

This group includes management and government organizations, shareholders - all those who establish the norms and rules for the functioning of the enterprise. These institutions also carry out appraisal activities and can limit the actions of the company. A bad one in this case can become an obstacle to working to the fullest. With a good reputation, the life of an enterprise is simplified due to the support of regulatory authorities, new opportunities and development paths appear.

2. Functional.

The daily maintenance of the company's activities is carried out by the performers of the activities. These are groups of suppliers, employees, service providers and all those who, through their work, make the functioning of the company possible. Since these groups are the foundation, arms and intellectual reserve of the enterprise, the creation of a corporate one plays an important role. The team must be interested in their work and share the company's policies and values. All this forms a corporate spirit, which influences the opinions of other groups influencing from the outside. These functional groups are especially important in the corporate governance process.

3. Diffuse.

These groups are engaged in the protection of human rights and unite various interest organizations (greens, for example), media people, and local communities. They have little interest in a company with a good reputation. However, friendly relations with target groups of a diffuse nature will reduce losses in unfavorable circumstances and crisis situations. Such allies help in interaction with the outside world and provide some guarantee of security in the case when the enterprise’s guilt is acceptable to the diffuse group.

4. Consumer.

Represented by clients grouped into separate groups according to their needs. Graham Dowling notes that in every company they must be given special attention and differentiation in accordance with consumer expectations. The task of the enterprise is not to ignore any of the target groups, which are the main source of profit for the company. There is no need to explain what role the organization has in collaborating with consumer groups.

In accordance with the groups considered, it is built in several stages:

1. The stage of studying and identifying target groups of the company. This is the stage when the reputational foundation of the enterprise is laid.

2. Using surveys, questionnaires, and focus groups, identifying how representatives of target audiences feel about the organization. To create an attractive image, a company must meet several conditions: first, understand how the target groups want it to be seen, and then compare what is desired with the actual image. The smaller the difference between these images, the more effectively the company’s business reputation is managed. To achieve this, you need to have a professional approach to the issue of reputation and be able to manage it and its individual elements in market conditions.

3. Definition of Marketing Tools, who will become assistants in solving the task. Such means include advertising, interpersonal communication, PR, presentations and the like.

The entire process of creating and increasing a company’s reputation can be briefly depicted by the formula “action + communication”. These types of activities form the object of the enterprise - its intangible, but having an economic equivalent reputation.

It would be appropriate to quote the statement Henry Ford that “a reputation cannot be built on intentions to do something”. How the company will be seen by its target groups depends on the quality of work with the company’s reputation and improving opinions about it. This process is continuous and results-oriented.

Experts in PR promotion and creating an attractive reputation for business identify three of its mandatory conditions: “ Three whales»:

1. High quality products, proper attitude towards the client and competent behavior of employees.
2. The attribute of any company is a clearly formulated mission, correlated with a socially significant idea that conveys the essence of its activities.
3. Loyalty to the company of government bodies and public organizations, attitude towards it in the media.

To fulfill these conditions, the company faces the task of activating all channels for broadcasting positive information about its activities. It must reach the target groups in full.

You need to operate with an effective brand, cultural management and corporate policies, a high level of ideological motivation of employees, volumes of cash turnover, the size of the market as a whole, the potential of competitors, etc.

Principle the formation of a positive reputation is Firstly, in a constantly maintained live dialogue with opponents, Secondly, in pursuit of broad information openness, including one that does not recognize national borders.

An impeccable reputation of a company is an important aspect of successful business. If the need arises to sell a business, its value can vary greatly depending on how high its reputation is. For a buyer taking possession of an existing business, it will be natural to check the reputation of the organization before concluding a transaction.

Assessment of a company's business reputation

Reputation is the responsibility of both the marketing and finance teams. It is the special services that are able to calculate the value of an enterprise’s reputation. However, they use different calculation methods, causing the results to vary. The value of the reputation of a Russian company is understood as the difference between the purchase price of an organization and the book value of all its assets and liabilities.

According to IFRS, business reputation, or goodwill(goodwill) - the difference between the price that buyers paid for the company and the so-called fair value - a value that often differs significantly from the value of the company's assets.

Despite the differences in approaches, both methods provide an accessible and complete picture of the company’s reputational capital. The real value of the reputation can only be found out after the sale of the enterprise. The price can change its indicator due to factors that are of little importance to it, so it is impossible to reliably guess the result.

There is a marketing method for calculating the current value of an organization’s reputational assets - expert assessment. It is carried out using various methods and taking into account various aspects.

Business reputation can be assessed using the excess profits method. Its essence is this:

1. The difference between the existing profit and the revenue from the unbranded product results in the company's profit from using the brand.
2. This result must be multiplied by a special coefficient, which is calculated taking into account factors such as, for example, the level of leadership of the company in the industry it represents or the strength of its finances.
3. As a result of the described operations, the value of the brand is obtained, which represents the lion's share of the entire reputation of the enterprise.

There are also indirect ways to assess a company’s reputation, for example, through surveys formulated taking into account the results of testing of directors and managers of the organization. This helps to collect information about the quality of products and services, the work of the management department and the financial well-being of the company. Such a survey will clarify the state of assets, suggest methods for retaining and finding experienced employees, and identify the level of social policy and environmental protection.

Creating and managing a reputation is a continuous and complex process that requires a serious attitude and competent distribution of responsibilities. The opinion about the company is formed not only depending on its communicative achievements in the external environment, but also in accordance with the corporate atmosphere in the entire team: from the smallest positions to the top management. In market conditions, the loss of a company's reputation can be equated to a complete fiasco in business.

To avoid losses, it is worth taking a closer look at possible reputational risks and learning how to prevent them.

• How to protect your business reputation if the actions of competitors threaten the company's image

Possible reputational risks and ways to eliminate them

Reputational risks include those types of risks that can negatively affect the company’s image and its interactions with other participants in the relationship. With the right approach and timely recognition of threats, a company can avoid many unfavorable conditions. This is the work of special risk managers who are responsible for the organization’s reputation: they manage and shape it, identify and prevent threats, and maintain its image. Qualified reputation management will improve the material level of the company and facilitate the process of doing business.

To defend yourself, it is advisable to know your enemy by sight. Therefore, to create a successful reputation, it is important to imagine what types of risks may harm the business.

1. Corporate risks.

This is the most common group of risks that can affect absolutely any aspect of a company’s activities: sales, production, analytics, company management. Such risks may arise throughout the entire operation of an individual subject of business relations. The risk manager ensures that all areas exposed to risks are reliably protected. Production in environmentally friendly conditions, holding socially significant and charitable events, supporting social activities - all these are examples of how this happens. Thus, by exerting a beneficial influence on various spheres of life and supporting the correct course of internal processes, the enterprise creates an image for itself.

2. Global risks.

They are capable of inflicting a larger scale. These are factors that can disrupt the operation of an entire area of ​​the enterprise. However, they will only be risks if they are discovered suddenly. An example of a factor that can negatively affect the image of a company is the negative attitude of society towards it due to the destructive actions of the enterprise in relation to human life. If such factors are discovered unexpectedly, then there are reputational risks that entail significant losses for the organization.

3. Local risks.

This is the last group of risks that threaten entire departments and, when the heads of an enterprise or its top managers overestimate their powers, begin to commit actions that are not approved by society or participate in reprehensible actions. Actions of this kind will not play into the hands of the organization and will lead to a decrease in loyalty and reputation.

The manager’s task is to win over the audience, and for this it is necessary to create a favorable opinion about the company’s employees. For this purpose, a reward system is used: bonuses, increased wages and other similar promotions can reduce the possible number of risks.

In addition to working on risk prevention, it is necessary to be able to form and provide a high level of firm, as well as understand why its importance lies.

• Working with reputation on the Internet: how to respond to negativity and “black PR”

Restoring the company's reputation

According to statistics, for the beneficial and productive activities of an organization, it is necessary to undertake a considerable number of operations that are not limited directly to the sphere of production.

It has been proven that if a company does not monitor the attitude of customers towards its product, then the level of reputation may drop to a negative indicator. If you address this issue in a timely manner, you can not only save your reputation in the eyes of the public, but also increase your income by eliminating shortcomings and shortcomings.

When analyzed reputation factors, they are divided either into groups by data source, or at classes of subjective and objective nature. Do not forget that factors of an external subjective nature are entrusted to specialists who have an understanding of psychological concepts. In addition, this work is carried out continuously, and this is usually impossible to achieve within the company.

Using data from the analysis of internal and external factors, an organization can independently compare its products with analogues of competing companies. You can also conduct surveys among employees about their attitude towards their work, management and the products offered.

Moreover, a survey of company personnel can be no less effective than third-party observations. Therefore, you should not neglect the opinion of the staff in matters of how to save and strengthen your reputation. This part of the work is not particularly difficult and can be done by the efforts of the enterprise itself.

Issues of protection formed outside its walls are resolved by qualified employees. These are specialists familiar with analytics, sociology and mass psychology. It is to them that management delegates the responsibilities for protecting and managing loyalty to the company.

Protecting reputation from the outside involves reviewing published information material to see if the company is mentioned in it. Next comes the work of analyzing the collected information in order to identify the loyalty of third parties to the organization.

Working with the reputation of the masses is not an easy task and requires special skills. Experts do not advise trying to support and improve your reputation on your own, especially if it’s neglected. Working with public opinion is a task that can be done by trained specialists who know how to avoid unforeseen situations and losses. Delegating these responsibilities to them is the best way to save your business reputation.

Social groups have their own opinion: it consists of their expectations, assessments, desires and needs. Depending on all this, the reputation of both individuals and legal entities changes. Instability is also associated with the sometimes emerging need to protect one's reputation. According to statistics, about 70% of companies expanding their business face the problem of protecting or restoring their business reputation. As with analysis, its restoration is possible using the Internet.

• Image on social networks: how to protect the reputation of a business

Restoring a company's reputation: 5 methods

Restoring a reputation is not a matter of universality. Experts advise finding the right combination of methods in each specific case.

Method 1. Tell the truth and obey.

Sometimes situations arise where hidden information can cause great harm in the future if it becomes known. Honesty in this case will reduce losses and prevent possible problems. Such a decision should be made only if the company’s guilt is obvious.

The main management and the first person of the company in these circumstances publicly inform the audience about what happened and their further actions. Often it is enough to make a public apology and say that the situation that damaged the reputation will not happen again.

Method 2. Support your reputation financially.

It is no secret that a high price is justified with a good reputation, and a low price follows a negative opinion about the company. Reducing prices is a good way to win back and attract customers. In this case, you can see the cost of lost reputation.

Method 3. Distract attention.

The emphasis is shifting to other topics that are relevant to the public. Information that has nothing to do with the problem situation is disseminated through information channels. You can also divert attention to another company.

This method must be used with caution: there will come a time when the public will ask the company why it did not disclose the problem. This can significantly damage your reputation.

The use of this method is possible when there is a negative public opinion about the enterprise. Distractions should be made according to a clearly calculated plan, otherwise there is a risk of aggravating the situation. If the information is presented poorly, the public may suspect the company of deliberately avoiding the issue.

Method 4. Restore your reputation piece by piece.

In this case, the reputation is restored gradually, among part of the target audience. Suppose that out of 10 business partners, contact is first established with three. Relationships with them must be built with the utmost care, since their attitude towards the company will change their reputation. And one day they will tell others about the company.

Method 5. Compensate for negative information with positive information.

This method was applied in one of the Russian companies. When the need arose to significantly reduce the number of employees, the director publicly announced this decision and its reasons. At the same time, centers for retraining personnel and supporting regional businesses, financed from the organization’s funds, were opened.

Another way to restore your reputation is to engage in charity work. This must be dealt with carefully and act in accordance with the main idea and strategy of the enterprise. Otherwise, competitors may suspect that the company's goal is to withdraw funds from its main business.

Whatever method is used, maintenance remains a time-consuming and troublesome task. Therefore, it is worth making efforts to be able to maintain it at the proper level, rather than restore it later.

• Rules of business etiquette that should be followed by everyone who values ​​their reputation

Restoring a company's reputation on the Internet

How is business reputation restored? Bad information is replaced with positive material. There are instructions on how to do this.

Step #1. We analyze the search results and see what they “say” about us on the Internet.

At this stage, you can analyze the first two dozen sites in the search results and break them down into groups:

1. First group. Sites that clean up negativity and leave them in the TOP. Then there is continuous work to monitor negative reviews. The emerging negative requires prompt removal.
2. Second group. Sites that do not allow participation in moderation, but can delete a bad thread entirely.
3. Third group. Those sites that need to be removed from the TOP search. These are resources on which there is no possibility of either moderating or deleting information.

Not all sites cooperate. Some resources will give an answer in an official form, which can only worsen the current situation.

Others will make contact in person, and the owner usually does not advertise his information. Some resources are more willing to support dialogue. There is a practice of “removing” bad reviews for money.

Step #2. We generate the desired type of search results.

The desired look is formed from the reputational needs of a particular company. It is important that the constructed list looks extremely natural. Before doing this, you should make sure that the TOP 10 contains resources with various information.

Ideally, the TOP 10 search results should consist of the following resources:

1. Corporate website and pages on social networks – at least 2 positions out of 10.
2. Review sites that are moderated by the agency and on which negativity cannot be posted - minimum 4, maximum 6 positions out of 10.
3. Mentions of the company’s activities in the media (press releases, news, articles, interviews) – minimum 2, maximum 4 positions out of 10.

Step #3. We create new branches on review sites.

Branches are created in advance, which are used to replace deleted, negative ones. Within three months after posting a new thread, it is supplemented with reviews, both positive and pseudo-negative and neutral. Their approximate ratio is: 25% positive/ 65% neutral/ 10% pseudo-negative.

Step #4. We take control of several sites from the TOP 10.

When monitoring, clearly exaggerated and inappropriate reviews are subject to removal. The rest of the negativity is extinguished through an official response directly in the thread.

Step #5. We organize PR publications.

PR publications create an information base for work. If every month you publish information in the media that helps restore the company’s reputation online, then in less than six months you will see the result.

But the Internet is not always able to correct the situation, so protecting your reputation is not limited to cyberspace. Companies carefully monitor what is happening in real life.

TOP 10 companies with the best reputation at the beginning of 2017

The Reputation Institute presented its annual ranking of the world's best-reputed companies for 2016.

1st place – Rolex.

Rolex is a world-famous Swiss watch and accessories company. Their production volume amounts to more than half a million products per year. Throughout its centuries-old history, Rolex watches have served as a symbol of wealth, luxury and success. Their reputation stands up to serious competition. An interesting fact is that the company has become popular since the registration of the brand. Since then, they have been an invariable attribute of a person who has taken place in life.

2 place– The Walt Disney Company.

The children's cartoon and movie company is now a conglomerate. Today its influence has expanded into many areas of entertainment:

• theme parks around the world (France, China, USA);
• water parks;
• own television and radio companies;
• personal cable networks.

3rd place - Google.

This American company specializes in Internet search engines. The main office is located in Mountain View, California.

4th place – BMWGroup.

The company is among the leading car manufacturers in the world. BMW cars are famous for their advanced engineering solutions and commitment to excellence. The company's first engineers paid special attention to the car's engine, so it changed its characteristics from generation to generation.

5th place – Daimler.

German corporation for the production of automobiles, vehicles and engines.

6th place – LEGO.

Beloved by children all over the world, the construction toy is so popular that it has left behind companies such as Hasbro and Barbie.

7th place – Microsoft.

Market leader in software production.

8th place – Canon.

The company was at the forefront of the Japanese photography business and has now grown into a large corporation. Photographic equipment makes up a small percentage of its total production. Canon specializes in creating office equipment.

9th place –Sony.

A multinational corporation with a diversified business is primarily engaged in the production of professional and semi-professional electrical equipment. In addition to producing refrigerators, televisions and other devices, the company provides financial and entertainment services.

10th place – Apple.

The products of the American company are known all over the world: these are tablets, phones, computers, players and even software. One of the reasons for such popularity AppleInc is the presence of its own innovative technologies.

The gap between the leaders is minimal – a few tenths of a point. Apple has dropped from 7th to 10th place since 2014. In addition, Microsoft returned to the list, while Intel Corporation, which entered the TOP 10 for the first time in 2015, left it.

GlobalRepTrak is based on 7 main categories: products and services, innovation, financial achievements, leadership, management, responsibility and working conditions. The leaders in these indicators were 4 companies: Apple, Disney, Google and Rolex. This year, Google took over Apple's indicator of financial success, leaving Apple with indicators of leadership and innovation. It is also believed that the best working conditions are created at Google.

Encourage customers to choose you: instructions for creating an online reputation from scratch

According to Bright Local, 91% of people read reviews before making a purchase. What if there are no reviews? Potential clients may not consider you at all. What to do about it?

Give users the opportunity to study reviews about you - work with your company's online reputation. This will increase the company’s recognition and win the loyalty of new customers. You will gain an edge over your competitors and ultimately be able to increase your profits.

Find out what they say about you
Where will people look for reviews about a company before they decide whether to buy a product or use a service? In the same place as you and I: on the Internet, namely in search engines. Therefore, the first step in reputation management is to study what is written about you on the Internet. Enter the name of your organization + “reviews” into the Google or Yandex search bar, for example: "Seven Flowers" reviews.

First, look to see if there are any reviews about you in the search results. If they exist, it will be visible immediately. Let's say there are no reviews about you or they are rare. At first glance, this is not a bad situation. However, this is a misconception. Companies that are not talked about are viewed with caution. At the same time, competitors may have a completely different situation: they are written about, praised and advised. A client who has to make a decision will most likely turn to them rather than choose a pig in a poke. This means that you need to at least be on par with your competitors in terms of the number of mentions online. Better yet, get around them and create a positive image of the company on the Internet. And we'll tell you how to do it.

Build a positive reputation
First, create a company card on review sites (otzovik.com, irecommend.ru, otzyvy.pro). Also pay attention to industry review sites. Are you a cafe owner? Don't forget about tripadvisor.ru or restoraunt.ru. Do you have a car service? Add information to avtotochki.ru. You can do this yourself or using automated services (we'll talk more about them later). When this stage is completed, it is necessary that reviews about your company begin to appear on the selected sites. Let's look at how you can get positive feedback about the company.

First option– encourage regular customers to write reviews.

How to motivate customers to write reviews about you?

1. Automatic sending of letters by e-mail. In the letter, thank the client for cooperation with the company (“Thank you for choosing us!”) and ask to leave a review on one of the sites. Attach a direct link to your company’s card on the review site to make it easier for the client to navigate.

2. Providing discounts and bonuses. Everything is simple here: the client writes a review about you - you provide bonuses: a discount on the next purchase or bonus points. In addition to the obvious improvement of your online reputation, this method motivates the buyer to return to you and take advantage of the discount received.

However, even in such cases, customers do not always leave reviews. Practice shows that people are more willing to share negative experiences. Dissatisfied customers are more motivated to write a review because a good product or service is perceived as the norm, while a negative experience is always an emotional experience that you want to talk about. Also, do not forget that too persistent demands for feedback are perceived negatively by people and can have a bad effect on the company's image.

Second option– write reviews about the company yourself.

A few points to pay attention to:

1. Reviews should be natural. Exclusively positive, enthusiastic comments will not inspire confidence among potential clients. People recognize “custom” and are unlikely to want to work with such a company. Let the reviews reflect the real positive aspects of working with you, including pointing out successfully resolved problems, eliminated shortcomings, and new options.

2. If reviews are written by one or two people, their style will be, if not the same, then at least very similar. This also does not inspire confidence. For reviews to be diverse, they should be written by people of different genders, ages, with different positions and different lifestyles.

3. Writing a large number of reviews and posting them on sites yourself takes a lot of time. Sometimes it's better to spend it developing other aspects of your business.

Third option– use online services to create a positive reputation for the company.

They will automatically select suitable sites and post reviews on them. The choice of such services is large: rookee.ru, referr.ru, zapostim.ru, 1ps.ru, postcoment.ru, zenlink.ru. Let's look at how the reputation of a small and medium-sized business is created from scratch, using the “Reputation Building” module of the Rookee service as an example.

1. To begin with, you indicate basic information in the system: website, region of work, area of ​​your activity. The system will offer you the optimal number of sites and reviews for them to start a campaign.

2. You can accept the selected scenario, or you can manually set the number of reviews and the number of platforms on which they will be published. You can adjust the tone of the reviews. If there are neutral ones in the mass of positive comments, this inspires more trust among users.

4. In order for comments to reflect the real positive aspects of working with the company, you need to fill out a brief for reviews. The target audience, popular products, advantages and other nuances of working with you are indicated here.

5. When the project is launched, copywriters begin working on comments about the company. Important: reviews are written by different people, they are different from each other, which inspires trust among potential clients.

6. When the reviews are ready, you can look at them and, if necessary, send them for revision. They are then placed on sites selected based on the theme of your business.

Everything is ready: now you can see which sites have posted reviews, as well as the positions of these sites in the TOP of search engine results.

Once reviews about your company appear online, more and more customers will learn about you when choosing products or services. Chances are good that, seeing your company's popularity online, real people will also want to express their opinions about the company. Along with positive comments, negative ones may also appear. You definitely need to work with them. How exactly is a topic for a separate article.

Instead of a conclusion
As a note, we offer you a simple method for monitoring your online reputation. You will be able to see the first results soon after you start working with reviews.

1. Prepare a list of queries about your organization. The Yandex.Wordstat service will help you select them. For example, for a company that sells and installs doors, queries may look like this: “reviews about company X”, “X reviews”, “interior doors X reviews”, “X door installation”.

2. View sites in the TOP 10 of Yandex and Google results for selected queries.

3. Analyze the tone of each site, assessing the ratio of positive and negative. Make a summary table that will clearly show the situation with your reputation on the Internet. It might look something like this:

Use this method to keep your reputation under control and, if necessary, quickly adjust the company’s image. You can also use it to analyze the activities of competitors in order to understand the situation in the industry and more effectively convey your benefits and advantages to the market.

The main advantages of the “Reputation Creation” service:

- We will publish reviews only on high-quality sites that will appear in the TOP 10 search results for your reputation queries.
- We will independently select the optimal values ​​for the intervals between works, as well as the size of the work, depending on the site.

Our service offers you

Creating website reputation from scratch!

We publish information about your website on the most popular review sites, social networks, blogs and forums, and also publish high-quality articles about you on important sites. The order includes searching for sites relevant to your topic, publishing reviews, comments, articles and posts of various lengths and tonality. The number of publications is calculated individually for each order and depends on the topic.

What exactly do we do

Creating a reputation is not just randomly writing reviews and comments on various sites, it is a comprehensive service that includes a whole range of services.

Task: Formation of a positive information field about the company. Displaying and maintaining positive information about the company in the TOP 10 search engines.

When ordering this service, an order will be created for writing reviews and comments, within the framework of which we:

1. We will select thematic platforms. We will select and coordinate with you platforms for writing reviews! These will be popular review sites, forums, blogs, social networks, thematic portals, etc.

Task: Select sites that can display and maintain the TOP 10 search results for basic reputation queries.

2. We will write high-quality reviews and comments on agreed platforms. As part of the order, work will be carried out to write unique reviews and comments, written in natural and simple language, with a natural (random) frequency of publications, which inspires confidence from users. Reviews and comments of various lengths and tonality (positive and neutral with a positive slant) will be written. The exact number of publications depends on the type of platform.

Also, as part of this service, comments will be written on thematic forums and blogs (hidden marketing). Published reviews and comments will contain natural links to your site, which will have a positive effect on the promotion of your site (crowd marketing). At the request of the customer, it is possible to approve each review before its publication!

Task: Creating a positive reputation for the company on the sites we need. Displaying the necessary sites in the TOP 10 search engines.

3. We will provide a report on each completed job. A report on each completed job will appear in your personal account immediately after it is completed! The reports will contain texts of work, links to publications, as well as screenshots confirming the completion of each work! You will also have the opportunity to accept, reject or send each of the works for revision if something needs to be corrected..

PR on social networks! VKontakte, Facebook, Odnoklassniki, Google+, YouTube, etc. (the list of social networks is agreed with the customer). As part of the reputation creation service, we also create activity in your groups and accounts on social networks, write interesting comments and posts, like, repost posts and much more!

Task: Creating social activity in order to increase user loyalty and, as a result, increase the company’s reputation and trust in it from users.

How to order a reputation creation service?

To place an order to create a reputation, use the order form at the top of this page. Provide a link to your resource, as well as describe in detail your requirements and wishes for the order and click the "Order" button.

How to create a reputation for a young site yourself?

Also, using our service, you can independently create a reputation for your website. To do this, you need to use the “Order reviews and comments on any sites” service using the link - and create orders for writing reviews on the necessary resources. This method is more profitable than ordering a comprehensive service for creating a reputation, but it will require more time from you to complete tasks and search for sites.

Below we present the TOP of the most popular general thematic sites that easily reach the TOP of search results; you just need to start publishing reviews about your website, product or company on them.

TOP-25 general thematic commentaries on RUNet

1. Yandex Market
2. Yandex maps
3. Google Maps
4. torg.mail.ru
5. otzovik.com
6. irecommend.ru
7. yell.ru
8. flamp.ru
9. zoon.ru
10. spr.ru
11. 2gis.ru
12. sites.reviews
13. otzyvy.pro
14. apoi.ru
15. ru.otzyv.com
16. www.pravogolosa.net
17. tulp.ru
18. otzyv-pro.ru
19. spasibovsem.ru
20. upjobs.ru
21. jobinthecity.ru
22. otzyvov.net
23. otzyv.ru
24. vseotzyvy.ru
25. otzyvov.net

And of course, it is worth mentioning that it is also very easy and quick to display public pages, groups, and channels on such popular sites as:

1.vk.com
2. instagram.com
3. facebook.com
4. ok.ru
5.youtube.com

Be sure to create groups and accounts on each of the sites presented!

HOW TO CREATE AND STRENGTHEN A REPUTATION

We are already accustomed to the fact that it is mainly large companies operating in highly competitive markets that think about creating a positive reputation in our country. However, reputation is also important for budgetary organizations, especially for those that provide services to the population. How can you build and maintain a business reputation? And most importantly, how not to lose in one moment what has been built up over the years?

Henry Ford warned executives: “If you don’t take care of your company’s reputation, your competitors will.” These words can easily be attributed to the activities of not only commercial structures, but also budgetary institutions, because many of them today work in a competitive environment in the fields of education, medicine, and culture. And this competition is growing every year, and with it the role of business reputation.

According to American experts, the share of reputation in the total market value of a company ranges from 15 to 25% (in some cases reaching 75%). In Russia, according to reputation management consultant Alexey Zlovedov, this share is on average 50%.

According to Harvard Business School, over an 11-year period (1993 to 2004), companies around the world that focused on their reputation increased revenue by 682%, profit by 756%, and headcount by 282. %. At the same time, companies that did not pay special attention to reputation issues showed results of 166%, 1% and 36%, respectively. World practice shows that organizations that seriously work on building a reputation become leaders in their field.

Creating a reputation

First, let's define what an organization's reputation is and how it differs from its image.

Compared to reputation, image is the image that an organization strives to create in its environment. And if a reputation is formed over the years and involves the deepest emotions of people, then the image is a certain external impression of the organization, how it appears here and now.

Note. Business reputation is a set of opinions about the organization of representatives of interested parties who are associated with it (employees, consumers, government officials, media, etc.).

It is obvious that the formation of a reputation is a longer process compared to the creation of an image, and it affects all levels of the organization and all its employees - from the director to the courier.

First of all, the manager should entrust the formation of a reputation program to professionals. Depending on the level of development of the organization, this may be one PR specialist or several specialists united in some structure, for example, in a public relations department. Of course, you can attract specialists from an independent agency and even agree on subscription services. But practice shows that this form of work does not guarantee confidentiality, and some documents may end up not only in the hands of competitors, but also on Internet sites.

1. Clear goal setting: what kind of reputation and for which groups we want to form.

Agree that you cannot become the best at everything. Therefore, it is important to highlight a priority area for the organization and be able to express the desired reputation in a few words. For example: a reliable organization (consumers believe that it strives to fulfill all obligations to them), a prestigious university (it has the largest competitions compared to other universities, graduates quickly get jobs in their specialty).

2. Identify the “bottlenecks” of the organization that prevent the achievement of the desired reputation.

Suppose a budget institution wants to create a reputation among its clients as an organization where all issues are promptly resolved. In this case, the analysis should be aimed primarily at identifying customer interaction procedures that need to be accelerated. In budget structures, this primarily concerns the timing of consideration of various documents. If consumers are confident that the organization approves all requests without delay, its reputation will be significantly strengthened.

3. Decide how to overcome bottlenecks and eliminate them.

We have a simple management task ahead of us. If your goal is to speed up the procedure for approving documents, it is worth analyzing at what stage and why they get stuck, and how you can motivate (or punish) the employee (or department) where the delay occurs. Here it is important to draw up an action plan to eliminate bottlenecks and implement it.

4. Create a precedent.

When the ground is prepared and the main problems preventing the creation of the desired reputation have been eliminated, it’s time to think about a bright event and worthy coverage of it among interested groups.

If we return to our example with the reputation of a company that makes quick decisions, then in this case such a precedent can be created. Previously, approval procedures took you a whole month, but with the help of the created “single window” system, you reduced this period to 10 days. And even when the client needed to quickly resolve some complex issue, your employees made every effort, but met the deadline, surprising him beyond words. And then we need to make sure that as many people as possible learn about this event through the media.

We maintain our reputation

Creating a good reputation is only half the battle. It is much more difficult to preserve it. An ill-considered action by management or even an ordinary employee can instantly ruin what specialists have been working on for years. The fly in the ointment can be the rash statements of the company's top (or public) officials. It is especially bad if the behavior or words of a public person diverge from the stated postulates. Unfulfilled promises to clients also cause irreparable damage to reputation, especially if they are accompanied by rude attacks from staff. Attempts to change the rules during the game often turn against the organization. For example, visitors expect certain behavior from your employees and do not realize that priorities have shifted slightly, and in the end they simply cease to understand what is happening.

Incorrect actions in relation to those people who have access to mass audiences and are capable of ruining the company’s reputation (journalists, politicians, etc.) can become especially dangerous. Therefore, you should think seriously before refusing to comment to any reputable media outlet.

There can be no trifles in the business of reputation management. But the values ​​that play a significant role in its maintenance deserve special attention.

History of the company. You are lucky if your organization has an interesting history going back centuries. These are the stories that the oldest theaters, museums, and higher educational institutions can boast of. They have something to tell the public about themselves, and this story can be exploited for a long time (in a positive sense), inventing new, modern forms. For example, how can you introduce modern youth to a museum if you can’t lure them there? Create a virtual museum with interactive features and an online tour.

But even if there was nothing unusual in history at first glance, you need to find at least a few interesting facts and, based on them, write history anew, filling it with bright events and achievements. And then make this story public, draw attention to it through interesting publications in the media. A reputation that is not based on anything is not convincing. A rich history shows that the organization has earned its reputation: it worked hard, quickly rebuilt in response to changing conditions, experienced ups and downs, and showed resistance to negative influences, that is, its success is natural.

Reputation of top officials. Nothing can be done, but the reputation of the top officials is projected onto the reputation of the entire organization. This rule is true even for a huge multi-thousand company (remember the examples of Anatoly Chubais or Evgeny Chichvarkin), not to mention a small office whose director is its “face”. Therefore, while caring about the reputation of his company, a manager must first of all take care of his own reputation. An organization will not develop a reputation for reliability if its leader is constantly late for meetings with clients, “forgets” about agreements, and makes scandalous statements in the press. So the manager should begin the process of building a reputation not with the staff, but with himself.

Meeting expectations. What matters most to customers is what it makes sense to focus on. If the main thing for a strategic client is reliability, then all efforts should be directed towards this. If service is more important, then every effort should be made to ensure that customers say: “They have the best service.” If quality: “They care so much about the quality of services that they are ready to return money to anyone who is not satisfied with it.” That is, it is important to accurately determine the leading need of a strategic client and concentrate all efforts on its implementation.

Compliance of cases with stated policies. When consciously forming and maintaining a reputation, one cannot do without creating an information policy - a special document that clearly states the description of the reputation that should be formed among various target audiences. In addition, the document indicates the mechanisms that work to form such a reputation. For example, an organization claims that it is reliable, and in confirmation it publishes an annual review, which shows that during the year there were not a single refusal to review documents. Such an organization is trusted more, because its words do not differ from its deeds.

Concentration of effort. It is much more profitable to concentrate efforts on one thing, and then it will inevitably “take off”, and simply maintain everything else at a positive level.

So, when managing the reputation of an organization, it is important to remember this rule: what is different is remembered. In our case, it is different from all other companies and organizations. Market players with a strong reputation are always “the best.” They say about them: they have the newest developments, they employ the best specialists, they have the best laboratory... This is what we should strive for!