the e-reputation market | France

1.1 Presentation and definition of the e-reputation market

E-reputation, or online reputation, is the reputation, or common opinion, on the Internet of an entity, a legal or physical person, real or imaginary. The e-reputation conveys the perception that Internet users have of such an entity.

The CNIL defines e-reputation as the online image of a company or a person, which develops from information available on computer media such as corporate sites, social networks, blogs, forums or video sharing platforms. This information is visible to all and comes from various sources, which makes the evaluation and control of the e-reputation complicated.

Taking care of its digital identity, by animating and federating a community on the Internet for example, allows a company to develop, by attracting new employees for example. Conversely, a bad e-reputation has the same effects as a bad reputation, it can drive away customers; a bad buzz or a bad e-reputation and the company's activity can be slowed down or even stopped. The difference between e-reputation and reputation is the speed of propagation of information and the scope it has, which is why e-reputation is a formidable tool that it is better to master, because even if according to a 2020 survey, most companies are aware of e-reputation and its importance, few actually know how to manage it.

The contribution of e-reputation is increasingly important in the overall reputation and image of the company and for many industries, it is becoming an essential element. In 2021, there were almost 5 billion Internet users, this figure is increasing every year, and the use of the Internet has become even more accentuated with the health crisis which has forced a large part of the population to train and use it to communicate with their loved ones or to work during periods of confinement. In the years to come and with the importance that digital life is taking, it is very likely that the term e-reputation will disappear as it becomes more and more confused with the "classic" brand reputation.