ONLINE REPUTATION MANAGEMENT IN COMPANIES OPERATING IN THE CHEMICAL INDUSTRY IN THE CZECH REPUBLIC

Abstract

This paper analyses the importance and use of selected Online Reputation Management tools in companies operating in the chemical industry which are members of the Association of Chemical Industry of the Czech Republic. The results of primary research mapping the use of selected forms of online communication between companies and stakeholders and identifying the intensity of use of various proactive and reactive Reputation Management techniques in the online environment are presented here. In conclusion, on the basis of the research performed, recommendations are proposed for chemical companies outlining guidance on how to effectively promote a positive online reputation through paid and owned content, while at the same time monitoring and responding to received (shared) online content in such a way that the desired corporate image is highlighted while at the same time minimising the impact of any negative online publicity on the company’s reputation.