E-reputation or nmeic identity? Hey Bana In our previous article titled " Online Presence: Some Key Ingredients " , we listed a number of steps required to implement an effective web presence strategy to increase brand awareness and thus generate more substantial gains. In this article, we have seen that it is important for a brand to maintain its brand image on the web so as not to leave room for speculation about its offer. In view of this, we are asked about one element: once the brand is present online, how is it perceived? From this concern was born the confrontation of two terms very often used as synonyms, namely e-reputation and digital identity. So, e-reputation equals digital identity? We will find out in the next lines. E-reputation What is e-reputation? E-reputation can be defined as the image conveyed and / or suffered by a company or a brand on the Internet and other digital media. Online reputation can also apply to a product or service. This is the result in terms of image content produced and disseminated by the company , but also and above all that of content produced by its community on blogs, social networks, video exchange platforms, forums and other community spaces. Online reputation is influenced more by the visibility of content / opinions and opinions relating to a brand than by their quantity. So, according to Chris Anderson , “Your brand is not what you say, it's what Google says! ". We are talking about SERP reputation and customer review management activity as very important components of online reputation. The contribution of e-reputation is increasingly important in the reputation and overall image of the company. For many sectors of activity, it even becomes the essential element of reputation and image. The term e-reputation is therefore probably destined to disappear as it increasingly merges with the “classic” brand reputation. Numeric identity What is digital identity? A brand is above all a crossroads of values. Company communication must be consistent with the values carried by the brand. However, the communication strategy pushes the company to step out of its comfort zone. Digital identity is the set of digital traces that a person or a community leaves on the Internet. All this information, left over the browsing, is collected by search engines, like Google, and is made public. A digital identity, or IDN, can consist of: a nickname, a name, images, videos, IP addresses, favorites, comments etc. No one is immune to a bad word. A slip happens quickly and the bad buzz can quickly swell, to the point of tainting the e-reputation for a long time. One approach is to maintain a communication focused on values, 100% mastered products and audiences who already know the product well. However, let's stay focused on the target audience . There is already so much to do! In short, the two are linked but are by no means the same. In this case, what makes them different? What is the difference between the two? Digital identity contributes to e-reputation, but they have very distinct meanings. Digital identity is generally conditioned by the effort made by the company for its online communication. These are the traces that the company leaves, voluntarily or not, on the internet: its press releases, the articles of its managers, the content of its website (s), contributions to social media, etc. The e-reputation , on the contrary, is much more dependent on what people will think of the company , not only in reaction to the digital identity that it wanted to forge, but also according to the facts related to its management. customer base or its broader business strategy. Thus, we can say that digital identity is the mastered image of a company (at the risk of being distorted by commercial objectives), while e-reputation is the image suffered by the company. Suffered, due to the reactions of consumers and their opinion of her. And this, at the risk that this opinion is also distorted by a lack of objectivity). In fact, if the company can hope to master its identity, it will on the other hand have to work on its reputation constantly in order to preserve an e-reputation in line with its commercial objectives. Is ! What should we remember? E-reputation is the image that the Internet sends of a person, natural or legal, or of a brand. E-reputation consists of online information that relates to an individual or a brand. They can be found on social networks, blogs, collaborative sites, discussion forums or platforms for sharing images and videos. E-reputation, or e-notoriety, therefore delivers information about a person or a brand, without them being able to fully control them. This digital identity can guide an opinion favorably or unfavorably. It can thus make or break reputations very quickly. Why ? This is due to the online reputation that is built from an endless flow of information posted on the Internet, some of which escapes us. Did you like this article ? So, share it on your social pages to benefit your community. You can also leave in comments your impressions, or important details that you want to underline. As a bonus, we offer you this article which will give you some tips to manage your brand image online.