Google como herramienta de reputación online

13-03-2013 |
50 Kommentare |
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Google es el buscador más usado por excelencia a nivel mundial. Las posibilidades de encontrar a una persona a través de esta herramienta representa un porcentaje elevado de efectividad.  Sin embargo, para sacarle partido a la herramienta de Google es necesario citar el concepto de imagen de marca o reputación online, que es precisamente el reflejo y/o prestigio de una persona en internet.

 

Las empresas y marcas no se quedan de lado en este panorama, y juegan el papel de construir y medir su reputación online a través de los resultados de búsqueda. Este proceso está estrechamente vinculado con la reputación de marca, tanto en el contexto online como offline.

Aspectos a considerar para sacarle provecho a Google como herramienta de reputación online:

 

  • Resultados de búsqueda: los primero diez resultados de una búsqueda son el objetivo de cualquier marca, representa la primera página de Google, y no está de más recordar que la mayoría de los usuarios no pasan a la segunda página de resultados. Por ello, aparecer en las primeras posiciones es un jugoso premio para cualquier organización. A sabiendas de lo anterior, es necesario estudiar nuestro nombre y asegurarnos de que el sistema de búsqueda de Google lo indexa adecuadamente, para posteriormente evaluar los resultados que arroja. Los resultados positivos siempre serán de valor, sin embargo, los negativos si son tratados bajo una estrategia de oportunidad pueden aportar gran interés a los usuarios transformándose en oportunidades que explotar.

 

  • Cuidando la imagen: las páginas corporativas y todos aquellos perfiles que representan a una marca u organización deben tener un objetivo de su existencia y presencia, es importante la personalización de las marcas, el seguimiento y la gestión adecuada, de esta manera las estrategias de posicionamiento también conocidas como acciones SEO, se ejecutarán con objetivos comunes y congruentes. Recordar que Google cuenta con herramientas y extensiones como Youtube, picasa, google + entre otros, es importante para adecuar contenidos a ciertos formatos que ayudarán a crear presencia y sumar puntos en visibilidad llegando a otros tipo de usuarios.

 

  • Las redes sociales se indexan: los social media representan en la actualidad un medio de gran peso e importancia para el posicionamiento en Google. Aunque es cierto que el control de los contenidos se torna difícil y que una mala gestión puede desencadenar en la destrucción de una marca, también es inevitable considerar que las redes sociales como una oportunidad para conocer la opiniones de consumidores con respecto a marcas, productos o servicios sin tener que realizar estudios complejos y costosos. Las redes sociales son una realidad llegaron y para quedarse!

 

  • Tu equipo como embajadores de marca: las empresas y marcas no pueden olvidar que sus empleados y su equipo, representan una ventana al fortalecimiento de la imagen, es importante  establecer procedimientos que impliquen a los empleados, de esa manera y poniendo en práctica un sistema de valoración y reconocimiento mutuo desencadenará en un equipo comprometido, embajadores fieles de la marca.

 

  • Moderar y gestionar como clave de éxito: todos los contenidos que se publiquen en torno a la marca recaen directamente en la reputación online de la misma. Por esta razón, una buena gestión y moderación es la clave para el éxito. No se trata de vetar, ocultar o borrar, por el contrario se trata de evitar, de proyectar y de trabajar en función de objetivos comunes, si bien es cierto que las crisis online están al acecho y que la competencia sigue los pasos, también lo es, que un buen control y adecuación de los casos tipo convertirá lo negativo en oportunidad. La mejor defensa es estar alerta, no lo olvides!


Si estás consciente de estos cinco puntos y entiendes que la satisfacción de tus usuarios y tus clientes sumado a opiniones y contenidos en la red, se convierten día a día en la clave para el éxito de tu reputación online, comenzarás a caminar por el sendero adecuado sacándole el provecho a las herramientas que Google te ofrece.

¿Conoces otro aspecto que Google aporte a la gestión de tu reputación online?

 

Posted by Aymara Duran Marcano (@AymaraDuran) Social Media Strategy & Marketing 2.0

 

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