5 trends for reputation management in 2019
Reputation management is a long, ongoing process that increases the value of your organization. Are you ready to be in charge of your brand reputation in 2019? In this article I will take you into the world of reputation management and share the latest trends, insights and developments with you.
1. Technological revolution in reputation management
Innovation is the most important challenge and opportunity in the field of reputation management in 2019. New technologies ensure that algorithms, which analyse enormous amounts of data, can predict when and how a reputation shifts and to what extent this affects the financial performance of an organization. Reputation management is therefore no longer just the domain of Corporate Communication, but requires integration of technical and analytical knowledge.
According to the Reputation Institute’s prediction, this development will not only increase the importance of reputation management for organizations, but also raise the bar for communication professionals. This will allow you, as a communication professional, to take a more critical look at your work.
Technology has an impact on online reputation management in two ways. On the one hand, technology makes it easier to retrieve and process data in a new way. On the other hand, tools make it possible to measure and manage your reputation in new ways. Make sure your organization is prepared for an even greater use of big data for reputation management, by working with the right tools and metrics.
2. The shift from Corporate Social Responsibility to Corporate Responsibility
Recent research by the Reputation Institute shows that there is a shift from Corporate Social Responsibility to Corporate Responsibility; the social expectation that companies do something for ‘the greater good’ in the areas of society, the environment, product development and employment.
“In 2019, it will no longer be enough to focus only on the social part, but on the combination. As an organization, you can no longer get away with being responsible for the environment but not as an employer or vice versa.” says reputation specialist Carina Dusseldorp.
The most important learnings from the study are:
- The higher the CR score, the better the company results;
- Organizations with high CR scores gain more trust from stakeholders and can regain this trust more easily after a crisis;
The top 10 is particularly good at (1) communication; they do what they promise and say and (2) leadership; the responsible CEOs are perceived as ethical, responsible and concerned about social issues;
- The greatest gains can be achieved by acting openly and transparently.
3. Globalisation of industries
In 2019 more and more organizations will have an international focus. This works both ways: other organizations have an influence on your reputation, but also from your own brand you can radiate an international focus that influences your brand reputation.
In 2019, think about how you can take a broader view of your organization’s reputation. A brand reputation goes further than just your own brand, but can also be influenced by the reputation of the industry. A crisis in organization x in the same industry can cause people to talk more about organization y (your organization).
4. Get actionable insights from data
Volume and range are no longer the most telling metrics for measuring a reputation. When you reach 10% more people, do they get the right message? And do you reach the right target group at all? If, for example, an organization sets itself the goal that innovation is important next year, then you want to be able to check to what extent your brand is linked to this theme and associated initiatives.
“What we see now is that not only perceptions can be measured, but we can also measure better and better by means of self-learning algorithms. This makes it possible to assign value to what is said exactly in what context,” says Professor Cees van Riel in an earlier interview (dutch).
Volume becomes less important, but it’s all about the actionable insights, the ‘so what’ of the data. What do these numbers all say? Deploy specialised reputation analysts, internal or external, who can help your organization take a step further in the field of reputation management.
5. Trust: the battle for credibility
The latter trend is linked to the constant changes in the online landscape. In recent years, we have received a lot about fake news on online channels. The effect of this is that people question information more quickly. How reliable is it that if someone says something about your brand online, it really has a direct effect on your reputation? Nowadays it is often questioned what is said about brands and who says it. So it’s no longer about the numbers, but about the reliability, relevance and value of the data.
What trends will you be working on in 2019?