Online reputation of companies (management, audit, monitoring)

2022: Companies in Russia continue to work on their online reputation despite crisis

The media analytical agency Ex Libris, together with the Pressfeed journalistic request service, conducted a study of the Russian online reputation industry "Online Reputation Management 2022." The main goal was to clarify the question of how the crisis of recent months affected the work of companies, including small, medium, large businesses, government agencies and NGOs. The survey was conducted from June to July 2022, 26 directors of PR, marketing and business owners took part in it, the total annual budget for managing the online reputation of which exceeded 80 million rubles. This became known on September 6, 2022.

The results of the study showed that the majority of respondents, namely 69.2%, continue to work on the reputation of their companies on the network, despite the crisis. Moreover, 34.6% of them reported expanding work in this direction.

Also, according to the survey, 53.8% of respondents consider it extremely important to quickly respond to negative comments from users in social media, almost as many are confident in the need to regularly monitor the information field. Another 34.6% of participants noted the importance of reputation control not only on social networks, but also on call sites and in app stores.

The study also touched on the importance of specific KPIs when working with an online reputation. Thus, the most significant aspects for September 2022, respondents considered the number and dynamics of negativity and positivity in the issuance of search engines and in social media. On the other hand, such areas of work as the growth of a brand community, attracting traffic to the site and tracking the rating of goods on marketplaces in the context of working with a reputation are not so relevant for most respondents.

Most of the companies whose representatives took part in our survey have their own specialists to interact with the brand community, external target communities, solve problems in Digital PR and Customer Care. At the same time, contractors are involved in working with branded distribution in search engines and social media, as well as for research and analytics of the brand's information field and general assessment of its "health," said Yevgeny Larionov, founder of the Russian media analytical agency Ex Libris.

Thus, when choosing a contractor, 52.2% of respondents turn to specialized organizations to solve specific business problems, and 43.5% of respondents prefer to find one partner who will completely close the entire direction. At the same time, more than 60% of the study participants consider creativity and production to be the strongest sides the Russian of the agencies, and also note a high level of their expertise in the field of SERM and SEO. This indicates the confidence of Russian companies in domestic agencies working in these areas. However, it was not without criticism: in particular, the respondents believe that expertise in working with a foreign information field, the implementation of "long projects" and the transparency of pricing are not developed by Russian agencies, and there is still room to grow.