Search results

La convergencia entre la proliferación de las nuevas tecnologías y el auge del management ha favorecido el nacimiento de un nuevo concepto: la reputación online. Esta investigación surge ante la necesidad de conformar un marco teórico, que permita afianzar dicho concepto y profesionalizar su gestión. Con este propósito, se lleva a cabo una recopilación de definiciones y modelos conceptuales procedentes de diferentes disciplinas que configuran el diagnóstico sobre el estado del objeto de estudio. Pese a la perspectiva multidisciplinar de la investigación, la hipótesis principal enmarca la reputación online en el ámbito concreto de la comunicación corporativa. El objetivo es demostrar que la reputación online forma parte de la reputación corporativa y precisa ser gestionada con los mismos indicadores. Así pues, los modelos de reputación online deben alinearse con la estrategia global de reputación de la compañía. Por este motivo, se refutan las concepciones reduccionistas que centran sus disertaciones en la optimización de motores de búsqueda o análisis de las opiniones en redes sociales. El carácter transversal del concepto matriz —la reputación corporativa—, unido a los requerimientos técnicos de la esfera online, motivan el desarrollo de un amplio abanico de roles profesionales. En la investigación se detallan las funciones de dichos profesionales y se analizan las herramientas de gestión y monitorización existentes. El entorno online propicia una nueva forma de relación entre empresas y stakeholders, basada en un proceso comunicativo multidireccional, que favorece la democratización de la conversación y contribuye al desarrollo de la sociedad. ; The convergence between the proliferation of new technologies and the rise of management has led to the birth of a new concept: online reputation. This research comes before the need to shape a theoretical framework that strengthens the concept and professionalizes its management. To this end, is being carried out a compilation of definitions and conceptual models from different disciplines that make up the diagnosis on the state of the object of study. Despite the multidisciplinary perspective of the investigation, the leading hypothesis frames online reputation in the specific field of corporate communication. The aim is to show that the reputation online forms part of the corporate reputation and needs to be managed with the same indicators. Thus, the models of online reputation must be aligned with the overall strategy of the company's reputation. For this reason is refuted the reductionist vision that focus their presentations in the search engine optimization and analysis of the views on social networks. The horizontal nature of the concept matrix —corporate reputation—, coupled with the technical requirements of the online field; allow the rise for the development of a wide range of professional roles. In the research appear the details of the functions of these professionals and also some analyses of the existing monitoring and management tools. Online environment leads to a new way of relationship between companies and stakeholders, based on a multidirectional communicative process, which favours the democratisation of the conversation and contributes to the development of the society.

The convergence between the proliferation of new technologies and the rise of management has led to the birth of a new concept: online reputation. This research comes before the need to shape a theoretical framework that strengthens the concept and professionalizes its management. To this end, is being carried out a compilation of definitions and conceptual models from different disciplines that make up the diagnosis on the state of the object of study. Despite the multidisciplinary perspective of the investigation, the leading hypothesis frames online reputation in the specific field of corporate communication. The aim is to show that the reputation online forms part of the corporate reputation and needs to be managed with the same indicators. Thus, the models of online reputation must be aligned with the overall strategy of the company's reputation. For this reason is refuted the reductionist vision that focus their presentations in the search engine optimization and analysis of the views on social networks. The horizontal nature of the concept matrix —corporate reputation—, coupled with the technical requirements of the online field; allow the rise for the development of a wide range of professional roles. In the research appear the details of the functions of these professionals and also some analyses of the existing monitoring and management tools. Online environment leads to a new way of relationship between companies and stakeholders, based on a multidirectional communicative process, which favours the democratisation of the conversation and contributes to the development of the society. ; La convergencia entre la proliferación de las nuevas tecnologías y el auge del management ha favorecido el nacimiento de un nuevo concepto: la reputación online. Esta investigación surge ante la necesidad de conformar un marco teórico, que permita afianzar dicho concepto y profesionalizar su gestión. Con este propósito, se lleva a cabo una recopilación de definiciones y modelos conceptuales procedentes de diferentes ...