When the virtual business card …is a time bomb.
When a business card is handed to a customer, the first thing that he notices is the logo of the company, even before seeing the name of its interlocutor.
From there, a connexion is made between the name and what it evokes: the company’s reputation. Thus, reputation is the first thing that allows a client to make his own opinion on his interlocutor. On the one hand, a good reputation puts the client in a good mood. On the other hand, a bad reputation will put an end to the dialogue.
E-reputation uses the same mechanisms with the only difference that it appears on the web via opinion websites, comments, digital articles and other thumbs up.
If yesterday the reputation of a company took years to be built, today, because of the immediacy of information dissemination online, a reputation can shatter immediately.
We will then speak of a crisis, and that is to say “crisis management”.