Reputación online vs. reputación offline

La gran evolución de la comunicación digital, producto de los avances tecnológicos ha derivado en el uso extensivo de la Internet para la difusión de información institucional, lo cual ha ocasionado distorsiones como el considerar que coexisten la reputación on line y la reputación offline.


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La reputación, como resultado de la percepción sostenida de una empresa por parte de sus stakeholders, producto de la comunicación y la conducta corporativa, no hace distingos si la percepción se da por medios digitales o tradicionales, es a final de cuentas, percepción.


Tal reflexión es necesaria pues equivocadamente algunas empresas llevan a cabo actividades simultáneas de comunicación por medios tradicionales y online sin que respondan a una estrategia común. Esto es, desarrollan programas para gestionar la “reputación online”, desestimando medios y audiencias que están al margen de la web.

No se trata de restar importancia a los medios online, sino de sumarlos a una estrategia integral de gestión reputacional, un importante activo intangible de las empresas.

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