Online reputation management with an Electronic word of mouth approach

Abstract

Opportunities for managing e-reputation for organizations have now begun to be captured by business activists in the communication technology industry in Indonesia. Several corporations from various industries have tried this service to increase their reputation in the digital world, especially on social media. One of the service companies that started to run an e-reputation management business and became the subject of this research is PT S. PT S's managing e-reputation will be analyzed using six elements included in the Online Public Relations tactical thinking developed by Phillips & Young. This study uses a qualitative approach and the nature of descriptive research, using case study methods, and collecting data using interviews and observations. As a result, PT S has implemented six elements of tactical thinking in its e-reputation management business, namely proactive and initiative actions, monitoring, publishing, raising awareness, stimulating engagement, and responding to events and actions. The use of e-WOM, the presence of influencers, the selection of suitable social media, and attractive content planning also affect the e-reputation of the clients' organizations.