{"id":15519,"date":"2018-03-17T10:35:55","date_gmt":"2018-03-17T10:35:55","guid":{"rendered":"https:\/\/blogs.funiber.org\/pt\/?p=15519"},"modified":"2018-03-16T10:41:20","modified_gmt":"2018-03-16T10:41:20","slug":"funiber-reputacao-on-line","status":"publish","type":"post","link":"https:\/\/www.funiber.blog\/pt\/empresas-e-rh\/2018\/03\/17\/funiber-reputacao-on-line","title":{"rendered":"Recuperando a m\u00e1 reputa\u00e7\u00e3o on-line"},"content":{"rendered":"

Cada vez mais os setores empresariais sofrem o impacto nas vendas devido \u00e0 sua reputa\u00e7\u00e3o on-line. Estas s\u00e3o algumas dicas que ajudam a alcan\u00e7ar uma boa reputa\u00e7\u00e3o<\/h2>\n

A reputa\u00e7\u00e3o On-line, de acordo com a InboudCycle<\/a>, ag\u00eancia de Inbound Marketing, \u00e9 um conjunto de elementos que representam, na rede, o prest\u00edgio de uma marca ou pessoa.<\/p>\n

Lara Hern\u00e1ndez Rodr\u00edguez<\/a>, analista de marketing internacional e comunica\u00e7\u00f5es, informa que \u00e9 importante elaborar um protocolo antes e depois de receber algum coment\u00e1rio que gere uma m\u00e1 reputa\u00e7\u00e3o On-line.<\/p>\n

A analista prop\u00f5e fazer uso do social intelligence<\/em>\u00a0(em portugu\u00eas, a Intelig\u00eancia Social, entendida como o(s) conhecimento(s) adquiridos na an\u00e1lise de dados dos meios sociais).<\/p>\n

Resumindo, estes s\u00e3o os passos a serem seguidos:<\/p>\n

    \n
  1. Analisar\u00a0<\/strong>o efeito das men\u00e7\u00f5es nas redes sociais (positivas, negativas ou neutras);<\/li>\n
  2. Detectar\u00a0<\/strong>quem s\u00e3o os usu\u00e1rios e seguidores mais ativos e relevantes;<\/li>\n
  3. Visualizar\u00a0<\/strong>as palavras chaves, escolhendo uma rede social e o intervalo de datas em que ocorreu o\u00a0bad buzz<\/em>(O\u00a0bad buzz<\/em>\u00a0\u00e9 um fen\u00f4meno de \u201cboca-a-boca\u201d negativo que se desenvolve na internet, provocado por uma a\u00e7\u00e3o inicial de uma marca ou pessoa, que n\u00e3o foi apreciada pelos internautas).<\/li>\n
  4. Alertar\u00a0<\/strong>e\u00a0notificar<\/strong>, em tempo real, poss\u00edveis bad buzz,<\/em>\u00a0para assim otimizar o tempo de resposta diante dessas rea\u00e7\u00f5es.<\/li>\n<\/ol>\n

    Nesse sentido, segundo um relat\u00f3rio<\/a> da consultoria francesa, MMC<\/a>, de crise digital e bad buzz<\/em> (2016), 25% dos maus conte\u00fados afetaram diretamente no volume das vendas, devolu\u00e7\u00f5es e projetos das empresas.<\/p>\n

    Para conhecer alguns exemplos de empresas em que a m\u00e1 reputa\u00e7\u00e3o On-line afetou seus neg\u00f3cios, o portal de neg\u00f3cios digitais, Digimind<\/a>,\u00a0apresentou tr\u00eas.<\/p>\n

    Por um lado, a marca de roupa Abercrombie & Fitch<\/a>\u00a0sofreu uma diminui\u00e7\u00e3o de 15% nas vendas por declarar que a marca \u00e9 \u201capenas para clientes magros e bonitos\u201d ap\u00f3s anunciar que a loja estava removendo os tamanhos XL e XXL. As declara\u00e7\u00f5es tiveram muitos coment\u00e1rios nas redes sociais e uma campanha de um Youtuber<\/a>\u00a0para doar roupas dessa marca para moradores de rua.<\/p>\n

    Por outro lado, a companhia a\u00e9rea, United Airlines<\/a>, teve uma queda de 4% na bolsa ap\u00f3s expulsar um passageiro de forma violenta. Os v\u00eddeos e fotos do ocorrido foram divulgados nas redes sociais.<\/p>\n

    Para quem se interessa por esse assunto e para evitar uma m\u00e1 reputa\u00e7\u00e3o On-line, o Mestrado em Dire\u00e7\u00e3o Estrat\u00e9gica em Tecnologia da Informa\u00e7\u00e3o<\/a>, patrocinado pela FUNIBER<\/a>, focaliza no desenvolvimento de conceitos e habilidades para formar pessoas capazes de dar respostas e solu\u00e7\u00f5es em Dire\u00e7\u00e3o Estrat\u00e9gica e TI.<\/p>\n

    Fonte:\u00a0C\u00f3mo prever y gestionar una crisis de reputaci\u00f3n online<\/a><\/p>\n

    Foto: Todos os direitos reservados.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Cada vez mais os setores empresariais sofrem o impacto nas vendas devido \u00e0 sua reputa\u00e7\u00e3o on-line. Estas s\u00e3o algumas dicas que ajudam a alcan\u00e7ar uma boa reputa\u00e7\u00e3o A reputa\u00e7\u00e3o On-line, de acordo com a InboudCycle, ag\u00eancia de Inbound Marketing, \u00e9 um conjunto de elementos que representam, na rede, o prest\u00edgio de uma marca ou pessoa.<\/p>\n","protected":false},"author":10,"featured_media":15520,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[8,6],"tags":[1242,571,855,285,408,172,300,119,248,911,87,671,79,691,641,255,61,1162,26],"jetpack_publicize_connections":[],"yoast_head":"\nRecuperando a m\u00e1 reputa\u00e7\u00e3o on-line<\/title>\n<meta name=\"description\" content=\"Cada vez mais os setores empresariais sofrem o impacto nas vendas devido \u00e0 sua reputa\u00e7\u00e3o on-line. 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