{"id":404,"date":"2009-09-20T00:07:20","date_gmt":"2009-09-19T22:07:20","guid":{"rendered":"https:\/\/www.tomislavstankovic.com\/blog\/?p=404"},"modified":"2013-04-14T13:00:44","modified_gmt":"2013-04-14T11:00:44","slug":"online-reputation-management-je-vazan","status":"publish","type":"post","link":"https:\/\/www.tomislavstankovic.com\/blog\/online-reputation-management-je-vazan\/","title":{"rendered":"Online Reputation Management je va\u017ean"},"content":{"rendered":"

\"Online<\/p>\n

Tema ovog blog posta trebala je biti vo\u0111enje i odr\u017eavanje reputacije u slu\u017ebi privatnih iznajmljiva\u010da, ali u trenutku pisanja prvih nekoliko re\u010denica nai\u0161ao sam na ovaj<\/a> tekst koji me je podsjetio na e-mailove koji mi sti\u017eu u zadnje vrijeme.
\nNaime, nebrojeno mnogo puta stizali su mi e-mailovi u kojima bi autori bili skepti\u010dni prema online reputation managementu te bi poku\u0161ali potkopati sam smisao takve vrste djelovanja na internetu i da ne bi morao svima posebno obja\u0161njavati o \u010demu se radi samo \u0107u navesti nekoliko primjera u kojima se vide konkretne dobrobiti ORM-a.<\/p>\n

ORM je va\u017ean za tvrtke i pojedince i aktualan je uvijek i svugdje, prihvatili vi to ili ne. Svi se boje negativnog publiciteta i percepcije me\u0111u ciljanom populacijom te se stoga na sve vi\u0161e konferencija daje va\u017enost ovoj temi. ORM Vam mo\u017ee utjecati na gubitak ili dobitak poslovne prilike, drasti\u010dno pobolj\u0161ati ili pogor\u0161ati prodajne rezultate ovisno radite li na njemu ili ne.<\/p>\n

Sada dolazimo do onoga \u0161to je bitno, a to je kratak osvrt na sloj ljudi kojima svijest o va\u017enosti ORM-a svakodnevno zna\u010di razliku izme\u0111u uspjeha i neuspjeha.<\/p>\n

Glavni izvr\u0161ni direktori (CEO<\/a>)<\/strong>
\nJeste li znali da 87% ljudi vjeruje kako se reputacija glavnog izvr\u0161nog direktora direktno reflektira na reputaciju tvrtke? To je ono zbog \u010dega sam u nekoliko navrata nagla\u0161avao va\u017enost vas kao pojedinca koji predstavlja uslugu, proizvod ili tvrtku. \u00a0Tvrtka \u010diji glavni izvr\u0161ni direktor ima negativnu reputaciju u medijima, na dru\u0161tvenim mre\u017eama, blogovima,… ne mo\u017ee o\u010dekivati druga\u010diji pristup prema onomu \u0161to zastupa. Prema tome sve po\u010dinje i zavr\u0161ava na pojedincu.<\/p>\n

Politi\u010dari<\/strong>
\nRazmislite samo koliko ste puta vidjeli da je neki politi\u010dar uspio u kampanji zbog pridavanja pa\u017enje osobnoj reputaciji ili pak izgubio zbog marginaliziranja va\u017enosti iste. Dru\u0161tveni mediji imaju sve ve\u0107i utjecaj. Pogledajte samo primjer \u017deljka Keruma<\/a> koji je izgradio, svjesno ili ne, svoju reputaciju nemilosrdnog biznismena te mu je bila potrebna zna\u010dajna promjena percepcije ljudi o njemu kada je i\u0161ao prema poziciji gradona\u010delnika grada Splita te mu je u tome pomogao Kre\u0161imir Macan istaknuti PR-ovac. I svaki put kada bi Kerum imao ispad pred medijima tu bi se na\u0161ao Macan i ispravljao \u0161to se ispraviti mo\u017ee time dovode\u0107i u pitanje stavove mnogih o \u017deljku Kerumu. Konkretno, bio sam u nekoliko situacija gdje su ljudi o \u017deljku Kerumu govorili izrazito negativno, a nakon akcija Kre\u0161imira Macana njihovo se mi\u0161ljenje postupno mijenjalo uz re\u010denice ‘Pa vidi\u0161, ipak nije to ba\u0161 kako sam mislio\/la,…’, unato\u010d \u010dinjenici \u0161to Kerum kao osoba je izgra\u0111en i takakv je kakav je, ali je promijenjena percepcija o njemu u medijima.<\/p>\n

Jo\u0161 jedan primjer iz SAD-a govori o izboru Baracka Obame na mjesto predsjednika. Bira\u010di za vrijeme kampanje nisu znali da je on pu\u0161a\u010d jer se aktivno radilo na tome da ta spoznaja ne zavr\u0161i u medijima jer bi se sigurno do\u0161lo do lavine negativnih komentara od strane aktivista koji se bore protiv pu\u0161enja.<\/p>\n

Tvrtke i brandovi<\/strong>
\nOvdje se najve\u0107a va\u017enost daje SERM<\/a>-u koji, ukoliko ima potrebe za tim, mora maknuti negativan kontekst vezan uz tvrtku ili brand sa prvih nekoliko stranica tra\u017eilica i dovesti one pozitivne.
\nPotencijalni korisnik koriste\u0107i tra\u017eilice u roku nekoliko sekundi dolazi do negativnih komentara, \u010dita negativna iskustva i tako se stvara kriti\u010dna grupa ljudi zbog koje \u0107e se uskoro osjetiti zna\u010dajan pad prodaje. Da me ne bi krivo shvatili, nisu za to krivi ti ljudi koji, ve\u0107inom, iskreno govore svoja mi\u0161ljenja i stavove nego tvrtke koje ne \u017eele raditi na unaprije\u0111enju proizvoda ili usluga koji imaju nedostatke koje tr\u017ei\u0161te ne mo\u017ee oprostiti.<\/p>\n

Poznate javne osobe
\n<\/strong>Kod njih se opet mo\u017ee vidjeti jedna druga krajnost,ali se tako\u0111er vidi da koriste ORM na sebi svojstven na\u010din i time nerijetko manipuliraju medijima. Percepcija njih kao branda direktno utje\u010de na anga\u017emane te su jedni tra\u017eeni vi\u0161e nego drugi uz ponekada istu kvalitetu (ma koja god ona bila).
\nOvdje \u0107u uzeti primjer Severine koja je prije plasiranja porno filmi\u0107a u medije \u010desto\u00a0 bila pozivana da pjeva u ekskluzivnim hotelima na zabavama ozbiljnih poslovnih ljudi \u0161to se smanjilo nakon izlaska filmi\u0107a. Da sve ne bi ispalo negativno, ona i dalje ima novaca i dalje ju se masovno anga\u017eira, samo \u0161to se percepcija o njoj promijenila pa ju druga\u010diji sloj ljudi anga\u017eira te time prezentira i sebe.<\/p>\n

Poslovno tr\u017ei\u0161te<\/strong>
\nU vrijeme ove ekonomske krize posebno je te\u0161ko do\u0107i do posla i svaki negativan kontekst u kojemu se spominjete vi kao osoba mo\u017ee vas stajati posla. ORM je ovdje stra\u0161no va\u017ean za brandiranje vas kao pojedinca i mo\u017ee biti onaj dodatni plus u dvojbi potencijalnog poslodavca. Prije ste vi tra\u017eili posao, a sada \u0107e on tra\u017eiti vas jer kada se profilirate prije ili kasnije sti\u0107i \u0107e prilika koju mo\u017eete a i ne morate iskoristiti.<\/p>\n

Zaklju\u010dak<\/strong>
\nOnline reputation management<\/a> je va\u017ean! On je uteg koji \u0107e vas dignuti u visine ili zauvijek spustiti u mrak neuspjeha ovisno na kojoj strani vage stojite. Shvatite da ne morate biti stru\u010dnjaci u svemu i imati ne znam kakvo stru\u010dno mi\u0161ljenje o svakoj temi jer bolje je ne uplitati se u pojedine rasprave nego se emotivno vezati i anga\u017eirati za ono s \u010dime niste upoznati niti vas se na kraju krajeva ti\u010de. Neka svoja mi\u0161ljenja ipak zadr\u017eite za sebe i ne iznosite ih javno ili ako to ba\u0161 \u017eelite onda barem istra\u017eite temu i usvojite osnovne pojmove.<\/p>\n","protected":false},"excerpt":{"rendered":"

\"Online<\/p>\n

Tema ovog blog posta trebala je biti vo\u0111enje i odr\u017eavanje reputacije u slu\u017ebi privatnih iznajmljiva\u010da, ali u trenutku pisanja prvih nekoliko re\u010denica nai\u0161ao sam na ovaj<\/a> tekst koji me je podsjetio na e-mailove koji mi sti\u017eu u zadnje vrijeme.
\nNaime, nebrojeno mnogo puta stizali su mi e-mailovi u kojima bi autori bili skepti\u010dni prema online reputation managementu te bi poku\u0161ali potkopati sam smisao takve vrste djelovanja na internetu i da ne bi morao svima posebno obja\u0161njavati o \u010demu se radi samo \u0107u navesti nekoliko primjera u kojima se vide konkretne dobrobiti ORM-a.<\/p>\n","protected":false},"author":1,"featured_media":2774,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[26],"tags":[28,12,27],"class_list":["post-404","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-reputacija","tag-management","tag-online","tag-reputation"],"yoast_head":"\nOnline Reputation Management je va\u017ean - Tomislav Stankovi\u0107<\/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:\/\/www.tomislavstankovic.com\/blog\/online-reputation-management-je-vazan\/\" \/>\n<meta property=\"og:locale\" content=\"hr_HR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Online Reputation Management je va\u017ean - Tomislav Stankovi\u0107\" \/>\n<meta property=\"og:description\" content=\"Tema ovog blog posta trebala je biti vo\u0111enje i odr\u017eavanje reputacije u slu\u017ebi privatnih iznajmljiva\u010da, ali u trenutku pisanja prvih nekoliko re\u010denica nai\u0161ao sam na ovaj tekst koji me je podsjetio na e-mailove koji mi sti\u017eu u zadnje vrijeme. Naime, nebrojeno mnogo puta stizali su mi e-mailovi u kojima bi autori bili skepti\u010dni prema online reputation managementu te bi poku\u0161ali potkopati sam smisao takve vrste djelovanja na internetu i da ne bi morao svima posebno obja\u0161njavati o \u010demu se radi samo \u0107u navesti nekoliko primjera u kojima se vide konkretne dobrobiti ORM-a.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.tomislavstankovic.com\/blog\/online-reputation-management-je-vazan\/\" \/>\n<meta property=\"og:site_name\" content=\"Tomislav Stankovi\u0107\" \/>\n<meta property=\"article:published_time\" content=\"2009-09-19T22:07:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2013-04-14T11:00:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.tomislavstankovic.com\/blog\/wp-content\/uploads\/2009\/09\/Online_Reputation_Management_je-vazan.gif\" \/>\n\t<meta property=\"og:image:width\" content=\"635\" \/>\n\t<meta property=\"og:image:height\" content=\"225\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/gif\" \/>\n<meta name=\"author\" content=\"Tomislav Stankovi\u0107\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Napisao\/la\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tomislav Stankovi\u0107\" \/>\n\t<meta name=\"twitter:label2\" content=\"Procijenjeno vrijeme \u010ditanja\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minuta\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.tomislavstankovic.com\\\/blog\\\/online-reputation-management-je-vazan\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.tomislavstankovic.com\\\/blog\\\/online-reputation-management-je-vazan\\\/\"},\"author\":{\"name\":\"Tomislav Stankovi\u0107\",\"@id\":\"https:\\\/\\\/www.tomislavstankovic.com\\\/blog\\\/#\\\/schema\\\/person\\\/0329c549c57700034ea77f5d3d78396d\"},\"headline\":\"Online Reputation Management je va\u017ean\",\"datePublished\":\"2009-09-19T22:07:20+00:00\",\"dateModified\":\"2013-04-14T11:00:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.tomislavstankovic.com\\\/blog\\\/online-reputation-management-je-vazan\\\/\"},\"wordCount\":974,\"commentCount\":3,\"publisher\":{\"@id\":\"https:\\\/\\\/www.tomislavstankovic.com\\\/blog\\\/#\\\/schema\\\/person\\\/0329c549c57700034ea77f5d3d78396d\"},\"image\":{\"@id\":\"https:\\\/\\\/www.tomislavstankovic.com\\\/blog\\\/online-reputation-management-je-vazan\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.tomislavstankovic.com\\\/blog\\\/wp-content\\\/uploads\\\/2009\\\/09\\\/Online_Reputation_Management_je-vazan.gif\",\"keywords\":[\"management\",\"online\",\"reputation\"],\"articleSection\":[\"Online reputacija\"],\"inLanguage\":\"hr\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.tomislavstankovic.com\\\/blog\\\/online-reputation-management-je-vazan\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.tomislavstankovic.com\\\/blog\\\/online-reputation-management-je-vazan\\\/\",\"url\":\"https:\\\/\\\/www.tomislavstankovic.com\\\/blog\\\/online-reputation-management-je-vazan\\\/\",\"name\":\"Online Reputation Management je va\u017ean - 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