E-reputation: but what is it?
1.1. Digital word of mouth
E-reputation is the perception that individuals have of you america cell phone number list or your company through information visible on the internet , whether through search engines, social networks, blogs or forums, online reviews on platforms. E-reputation is different (and sometimes confused) from “ e-notoriety ” which is more about the reputation of a brand. You can be very well-known as a tour operator or airline and have deplorable reviews online, for example.
Thus, this representation comes from the content that the entity voluntarily disseminates on the web, but also from content that is not of its own volition (such as comments and posts on social networks or opinions and ratings on third-party platforms). We are talking here about a real digital “word of mouth” .
1.2. The challenges of e-reputation
Let’s look at some figures to see why e-reputation is so essential .
E-reputation figures
According to a survey conducted by IFOP , “ 88% of consumers consult online reviews before making a purchase.”
This step has become essential in the purchasing process. It constitutes an additional source of information and reassures the Internet user (or not) about their choice.
In fact, “ 90% of consumers who consulted online customer reviews before making a purchase say that positive reviews influenced their decision, compared to 86% who said negative reviews influenced their decision .” – Dimensional Research .
Furthermore, negative opinions have more impact on consumers because they help put the brand's often utopian argument into perspective.
Who would go to a hotel where the rooms were declared dirty? Who would redo their fence with a company that did not finish the work (or did it badly)? Nobody...
According to Moz research , “a business loses an average of 22% of its potential revenue when a negative article about it is visible on the first page of Google .”
However, reviews are not the only metrics used by Internet users to form an opinion on a product or service. Ratings and comments are particularly appreciated criteria.