© 2018 UCIMU, AFOL, Milano, Italy | Nachwuchsstiftung Maschinenbau gGmbH, Bielefeld, Germany
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 | How to use this learning unit |
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Business application and advantages |
 | Understanding the customers needs |
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Examples for Additive Manufacturing sector |
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Every business has a product and/or service, which is what they deliver to their customers to meet their needs. Every business has a brand, which is how they want people to feel when they encounter or engage with it. Every business also has a reputation, which is how people actually perceive your business: your brand, products, services, and more. All business owners know that their reputation is important, but they don’t always know why it is important, or just how important it is.
Online reputation management (ORM) is the practice of crafting strategies that shape or influence the public perception of an organization, individual or other entity on the Internet. It helps drive public opinion about a business and its products and services.
Is important for business to take care of online reputation (online tools/communication have the drawback of allowing everybody to say something about you and the company e.g. on social media).
Monitoring Your Business Reputation
While reputation building focuses on what you want people think and say about your business, reputation monitoring focuses on what they actually are thinking and saying about it. Monitoring your reputation involves keeping a close eye on the various channels people use both to engage with your business, and to engage with others about your business.
Your business reputation is less concrete than your products, services, and brand, but no less important. In fact, it may be the most important aspect of a business. Understanding not just that it is important, but how and why it is important, will keep you on track with painting the best and most accurate picture of your business to outsiders.
Building Your Business Reputation
Building your reputation consists of the activities and strategies you can implement to develop a positive and accurate view of your business among outsiders. Reputation building exists online and offline, and can be facilitated in just about everything you do.
Your Business Reputation Involves Everyone
You care about how your target audience and customers perceive your brand, but you need to care about how everyone perceives your reputation: that includes your target audience, your niche markets, your customers, your competitors, community members, employees, strangers, those who support it and those who don’t. Your brand affects how your target audience engages with your business, but your business reputation affects how your entire network interacts with your business.
Your Business Reputation is Everywhere
A significant indicator of the importance of business reputation is that it is everywhere: Your online reputation is is in your business blog, website, social media engagement, online customer reviews, and in others’ blogs, websites, and social media channels. Your offline reputation is in your store or office, in the members of your town or city, in your customers, at your events, and in your phone calls. It is everything you do even outside of business hours. Your business reputation is so pervasive, its importance is hard to ignore.