DIGITAL REPUTATION MANAGEMENT. RELAPSES OF THE SEMIOTICS IN SOCIAL PERCEPTION
DIGITAL REPUTATION MANAGEMENT. RELAPSES OF THE SEMIOTICS IN SOCIAL PERCEPTION

Summary/Abstract: The management reputation has never been so important not only for a company or a public administration but also for groups of people, minority groups and individuals. The beginning of new technologies, the Internet and social networks as cultural mediation instruments, raise important questions towards the traditional dynamics of reality seen as social construction. The traditional way of socially perceiving others is generated by new media and the on-line and off-line reputation of individuals and groups uses the same methods of the “Brand marketing”, so typical of economics. The digital world collapses time and space, the rate of spread of the criticism threatens to cancel any defense, the clumsy response to a crisis can be extremely expensive, not only in economics field but also in sociological field. To have an effective on-line reputation is not enough to know and use technical solutions of SEO, SEM or Social CRM; is required an overall and aware communication strategy, starting from semiotic processes involved in reputation. In this paper, we will deepen the topic of reputation as a permanent strategy, borrowed from marketing, of the relationship between reputation and digital world, and of what skills should own a digital reputation manager in a global world where intercultural competence and digital competence are essential. We will closely examine instruments such as Sentiment Analysis, Data and Opinion Mining, evaluation of Influencers and of processes of Social Intelligence, as well as instruments for the Census of Reputation Risks.

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