La “fonction poubelle” n'existe pas sur GOOGLE. Les Marques doivent impérativement travailler leur e-reputation
“Votre marque, c’est ce que GOOGLE en dit, ce n’est pas ce que vous en dites” ” !
Une citation de CHRIS ANDERSON, Rédacteur en chef du magazine Wired… à méditer.
La “fonction poubelle” n’existe pas sur GOOGLE
On ne le dira jamais assez, avec l’explosion des médias sociaux, les consommateurs ont pris le pouvoir dans la communication pour les marques, que cela leur plaisent ou non.
Ils s’expriment avec des opinions tranchées, positives souvent, négatives aussi souvent. Ce “ “transfert de pouvoir” ” dans la communication est définitif. On ne reviendra pas en arrière.
Dès lors, les marques se doivent impérativement de travailler leur “ “e-réputation” ” avec autant d’attention qu’elles mettent à créer des messages publicitaires sur les médias classiques.
N’oublions pas, en outre, que “ “la fonction poubelle” ” n’existe pas sur GOOGLE !
Un mauvais article sur un forum, un blog, une page Facebook d’un consommateur mécontent, va rester visible “ “éternellement” ” sur la toile. Si, par malheur pour l’entreprise, elle émane d’un blogueur influent, elle pourra se retrouver en première position sur la première page de GOOGLE, c’est à dire sur celle que 90% des Internautes vont visionner… Et comme les mauvaises nouvelles ont une fâcheuse tendance à intéresser plus le public que les bonnes… Il est devenu terriblement courant de voir les sites officiels des entreprises “ “noyés” ” au milieu de citations négatives de consommateurs déçus. Les visiteurs vont naturellement aller lire ce type de messages AVANT de cliquer sur le site de marque, tant la méfiance s’est installée chez les consommateurs !
Les dégâts peuvent être considérables et durables si rien n’est fait pour combattre ce risque.
Il est devenu impératif de travailler la e-réputation de sa marque avec autant d’acharnement qu’on peut mettre à peaufiner ses campagnes publicitaires en télévision et sur les autres grands médias.
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