{"id":11839,"date":"2014-02-18T00:00:00","date_gmt":"2014-02-17T23:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/gestion-reputacion-online\/"},"modified":"2024-11-28T07:29:23","modified_gmt":"2024-11-28T06:29:23","slug":"gestion-reputacion-online","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/gestion-reputacion-online\/","title":{"rendered":"Gesti\u00f3n de la reputaci\u00f3n online"},"content":{"rendered":"<p>M&aacute;s de un 70% de los usuarios de internet se informa online sobre las marcas o productos que quiere adquirir. Partiendo de esta base no es necesario decir que la <strong>gesti&oacute;n de la reputaci&oacute;n online<\/strong> es uno de los pilares b&aacute;sicos de nuestra marca o ecommerce.<\/p>\n<p>Como usuarios, todos sabemos que <strong>el peso de un comentario negativo supera con creces al de uno positivo<\/strong>, es decir, para compensar uno negativo necesitamos diez positivos.<\/p>\n<p>Surge entonces la necesidad de monitorizar la web para identificar los comentarios que menos favorencen nuestro negocio online o marca. Esto se traduce en que cu&aacute;nto mayor sea nuestra expansi&oacute;n online, cu&aacute;nto m&aacute;s se nos conozca m&aacute;s en serio nos tenemos que tomar esta labor de gesti&oacute;n de reputaci&oacute;n online.<\/p>\n<p style=\"color: rgb(170, 170, 170); font-style: italic;\"><img decoding=\"async\" alt=\"\" src=\"https:\/\/trilogi.com\/blog\/assets\/content\/\/reputacion-online.jpg\" style=\"margin: 10px; width: 600px; height: 291px;\" \/><br \/>\n<em><small>Fuente imagen:&nbsp;http:\/\/www.marindelafuente.com.ar\/reputacion-online-posicionamiento\/<\/small><\/em><\/p>\n<p style=\"color: rgb(170, 170, 170); font-style: italic;\">&nbsp;<\/p>\n<p>Imaginemos entonces que al buscar en Google un concepto, producto o servicio que ofrecemos aparece en los primeros resultados un comentario en un foro o blog negativo sobre la actividad que ejercemos. &iquest;Qu&eacute; hacemos entonces? <strong>Establecer una pol&iacute;tica de monitorizaci&oacute;n para detectar qu&eacute; se dice en la web sobre nosotros<\/strong>. Para ello disponemos de varias fuentes que nos van a dar la informaci&oacute;n que buscamos:<\/p>\n<ul>\n<li>Muchas de las opiniones sobre nuestra marca son generados en los blogs, tanto en los posts como en los comentarios que en estos se hacen. Debemos entonces utilizar herramientas que nos permitan buscar blogs que hablen sobre nuestros productos o servicios. Para ello podemos utilizar <a href=\"http:\/\/www.google.es\/blogsearch\" rel=\"nofollow noopener noreferrer\" target=\"_blank\" title=\"google blog search\">Google BlogSearch<\/a> o <a href=\"http:\/\/technorati.com\/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\" title=\"technorati\">Technorati<\/a><\/li>\n<li>Otra fuente de informaci&oacute;n son las <a href=\"http:\/\/www.google.es\/alerts?hl=es\" rel=\"nofollow noopener noreferrer\" target=\"_blank\" title=\"alertas de Google\">Alertas de Google<\/a>. A trav&eacute;s de estas podemos configurar alertas que nos llegar&aacute;n al correo. En este caso dichas alertas tienen que tener el nombre de la marca. Si tenemos en cuenta que Google es el buscador que m&aacute;s p&aacute;ginas web indexa, est&aacute; claro que es fundamental utilizar este servicio.<\/li>\n<li>Muchas de las opiniones y comentarios que hacemos son en redes sociales. Para monitorizar las referencias que se hacen de nuestra marca utilizaremos los buscadores internos de las principales redes sociales.<\/li>\n<li>Aconsejamos tambi&eacute;n utilizar los principales buscadores como fuente de informaci&oacute;n, ya que en ellos se pueden posicionar opiniones y comentarios sobre nuestra marca.<\/li>\n<li>Disponemos de herramientas especializadas en monitorizaci&oacute;n. Para ello tenemos versiones gratuitas y de pago. Una de las de pago es <a href=\"http:\/\/www.trackur.com\/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\" title=\"trackur\">Trackur<\/a> que mediante registro te permite una prueba gratuita. Tambi&eacute;n pod&eacute;is utilizar <a href=\"http:\/\/socialmention.com\/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\" title=\"social mention\">Social Mention<\/a> que de manera gratuita te permite monitorizar tu marca en la web.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Una vez identificadas las herramientas y fuentes que podemos utilizar para gestionar la reputaci&oacute;n online tenemos que <strong>identificar las palabras que debemos usar para la monitorizaci&oacute;n<\/strong>. Evidentemente el nombre de la empresa es una de ellas pero tambi&eacute;n los nombres de los productos o servicios, del sector en que nos movemos, si tenemos alguna frase que nos representa tipo eslogan tambi&eacute;n se debe monitorizar, as&iacute; como el nombre de los socios y cargos m&aacute;s importantes.<\/p>\n<p>\n<strong>&iquest;Qu&eacute; tenemos que hacer ante las cr&iacute;ticas negativas?<\/strong> Primero identificar la causa de la opini&oacute;n, es decir, &iquest;ha sido por un mal servicio? &iquest;Quiz&aacute; por un producto defectuoso? &iquest;Un empleado descontento? &iquest;Quiz&aacute; un troll? Cada caso requiere de un an&aacute;lisis, ya que son diferentes y para cada uno de ellos hay que tomar distintas decisiones. Estas, en el caso de clientes tienen que gestionarse de la manera m&aacute;s r&aacute;pida posible.<\/p>\n<h2>Os aconsejamos c&oacute;mo identificar y gestionar los comentarios y opiniones que se generan online. &iexcl;Cuida la reputaci&oacute;n de tu marca, productos o servicios!<\/h2>\n","protected":false},"excerpt":{"rendered":"<p>M&aacute;s de un 70% de los usuarios de internet se informa online sobre las marcas o productos que quiere adquirir. Partiendo de esta base no es necesario decir que la gesti&oacute;n de la reputaci&oacute;n online es uno de los pilares b&aacute;sicos de nuestra marca o ecommerce. Como usuarios, todos sabemos que el peso de un [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":12546,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[450],"tags":[],"class_list":["post-11839","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gesti\u00f3n de la reputaci\u00f3n online | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/trilogi.com\/blog\/gestion-reputacion-online\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gesti\u00f3n de la reputaci\u00f3n online | Blog Trilogi \u2013 The Digital Agency\" \/>\n<meta property=\"og:description\" content=\"M&aacute;s de un 70% de los usuarios de internet se informa online sobre las marcas o productos que quiere adquirir. 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