Management of the reputational capital of the organisation

Abstract

студий загара “Истерика” для обоснования применимости методов к другим предприятиям этой сферы. Применяя методы анализа, опроса, экспертного интервью, авторы пришли к выводу, что автоматизация процесса работы с клиентами с помощью CRM-систем, работа с отзывами и информацией о компании с помощью инструментов ORM и SERM, поисковая оптимизация SEO, а также ведение аккаунтов компании в социальных сетях в рамках SMM-стратегии являются эффективными методами управления репутационным капиталом. Результаты данной работы будут полезны менеджерам по работе с репутацией, бренд-менеджерам, маркетологам и управляющим предприятий в сфере услуг и не только. Сделанные выводы могут оказать благотворное влияние на деятельность организаций в высококонкурентной среде.

Annotation Shlyapina Varvara Borisovna MANAGEMENT OF REPUTATION CAPITAL IN AN ORGANISATION Sociology Key words: reputation, reputation capital, management of reputation capital, ORM, SERM, SMM, CRM Reputation is one of the most important characteristics of a company and may play a great role in keeping the clients close in the context of an economic crisis. The authors try to solve a problem of less than active usage of reputation capital of an organization. The use theories and models of the sociologists who studied communication, as reputation was a result of it. The goal of the research is to find and prove the methods of management of reputation capital in Isterika, organization functioning in the field of service (beauty). To reach the goal authors had to: • analyze the meaning of the term ‘reputation capital’; • measure opportunities and threats of management of reputation capital; • find out and use management of reputation capital methods in an organization of services sector; • analyze the results of management of reputation capital in Isterika, Saint-Petersburg’s net of hair&tanning salons to prove it’s usage for other organizations in services sector. Using sociological methods such as analysis, survey, expert interview, authors concluded: automatization of client services using CRM, networking and stimulating good reviews via ORM and SERM, search engine optimization (SEO) and social media marketing (SMM) are really effective methods to manage reputation capital. Results of the study are useful for reputation managers, brand managers, PR managers, marketing managers, etc. It can have good effect on the activity of organisations dealing in competitive environment.