Reputacion Corporativa Online

 
1. INTRODUCTION
In the current decade, a new word has come into the communication departments of the companies: online corporative reputation. Nevertheless, as is usual with the emergence of new concepts, it has not a formal definition and few professionals consider it.
Corporative reputation is a concept that already existed and was in its full theoretical development but this OnlineCorporative Reputation (OCR) has its own development separately, due to the fact that people who use it, started first to manage it before than to define it. This situation is related to the speed and advance of new technologies
In order to understand OCR, first of all, it is necessary to give some ideas about what is corporative reputation, which areas of business cover, who manage this function, etc.And then, this concept of corporative reputation can be applied to every possibility that the Internet brings.

 
2. CORPORATIVE REPUTATION
The image concern has been always present in our life, because our social condition makes us to look after the evaluation of the others about ourselves. It is obvious that we cannot judge anything or anybody by appearances but the projected imageinfluences the way that it will be managed.


2.1. Definition
That is what happens in the business world. Company benefits do not depend only on how good companies are but also on how people consider them. Corporative reputation is the concept that measures which or how the evaluations that company’s clients make are.
The concept of image was open to misinterpretation because it is used in differentaspects of an organization: transmitted image or how we show to the public, received image or how the public see us and built image how we are in the public minds. Due to these multiple ideas, the concept of image, so hard to delimitate, gave power to the idea of corporative reputation.
As we saw, there are some misunderstandings between those concepts, so, it is important to make clear theconcepts:
• Corporative identity. It is the collection of symbols that an organization use to identify itself before different groups of people. The company identity is like an individual personality, it is given just for existing but it does not mean it is impossible to change.
• Corporative image. It is the feelings that the identity creates on the public, in the way image is a collection ofmeanings related to an organization, the ideas everyone uses to remember or describe it.
• Corporative reputation. It is the company value judgment that the public create comparing the corporative image with the ideals for this type of organization. Whereas the company image comes from the inputs that are received, reputation is the evaluation of those inputs; it results from the relationships of acompany between its interest groups and the quality of this connection as well.
In short, identity is the essence of the company, image the feeling the public receives and reputation is the impression this public get.
After making clear the differences between those concepts, we can focus on this term, corporative reputation. There are many formal definitions of that concept which can be summed upin: company reputation is what brings to it the ability to be more attractive for its publics than other companies. This capacity of attraction makes company reputation the starting point for business to get any of every other objective (sales, consolidation…).



2.2. Who manage & how manage corporative reputation
WHO ?
Once corporative reputation was defined and we realized that it isreally necessary in every organization, we are going to see which departments have the responsibility for managing it.
Some authors share the opinion that the Board of Directors has the highest responsibility, even so, although the maximum responsibility is over Board of Directors, those who communicate the activities of every department that help the reputation are the Public Relations group,...