Being an expert is honorable and useful. Experts find jobs and clients more easily, their opinions are listened to, and they are paid more. Every second would like to become an expert, and every fourth believes that this is almost impossible without completing expensive programs and working in large corporations.

And an expert is not such a rare bird. We live in a world where anyone can become an expert. Because many, without realizing it, are experts in one field or another. And for this they have everything - the necessary knowledge and experience.

But why don't we know these people? Because only a person who is a brand receives the title of expert. And a brand, as you know, needs to be created. Below are some tips on how to create a name for yourself as an expert.

1. Write every day

Get yourself accounts on those social networks where the lion's share of your target audience is located. These can be regular social networks like Facebook, or professional ones like LinkedIn. You should be found wherever potential employers and clients are. And not only to find, but also to see: you need to publish at least one post every day. At the same time, the publication must correspond to the format of a particular social network and your topic. Of course, in addition to posts on professional topics, you can also write something personal and joke. But it is very important to maintain balance here.

2. Don't hide

The time of anonymous writers is over. Now a person’s name is highly valued, and this name should be heard. Of course, not everyone is lucky enough to start a career as an expert, being a popular TV presenter, but any person has every chance to glorify himself, provided that he:
- introduce himself;
– will share high-quality materials with the audience;
– will prove himself to be an excellent expert.

3. Create an information flow

At least once a week, publish information that will be important to a large number of people. Examples of such information:

– reviews of new programs, gadgets (if relevant for your industry);
– instructions, useful recommendations and lists;
– e-books useful for your field of activity, or reviews of them;
– useful videos or podcasts;
– the most important world news (depending on your topic) and your comments on them;

Information must be relevant, high-quality and verified. The more it meets these three criteria, the faster you will be perceived as an expert and trustworthy source.

4. Columnism is your everything

Being a guest author on a popular resource automatically adds points to you. Fortunately, it is now quite easy to start writing a column on various online media sites. Don't look at being a columnist as a waste of time - you're spending it on your brand. On the contrary: if the resource is popular, even more people will see you who would otherwise never know about you. Whenever possible, choose specialized resources that are relevant to your field of activity.

5. Share unique information

Only experts can generate unique, high-quality content. Therefore, you simply must generate it. An analytical article, a review, a detailed commentary, an action plan - not everyone can write such things efficiently.

But in any case, you can always start with something simple. For example, expert material can even be a translation of an English-language article. But it must be a truly complex and deep article on a highly specialized topic that readers will be interested in reading. There is another advantage to translations - you learn a lot of new things and develop.

6. Communicate as much as possible

Experts have long been not oracles telling the truth, but people who constantly gain their authority in discussions and disputes. Social networks ensure that active communication with subscribers occurs casually and at a convenient time, so you can communicate much more than you could afford in real life. Therefore, answer questions, discuss, argue. And - what is very important - be correct. Arguments that end in personalities will not build your reputation.

Also follow experts who work in your field. Check in with them in the comments under their materials and discuss with them if you have something to say. You will not only prove yourself, but also gain valuable contacts.

7. Go to public speaking events

Follow the schedule of conferences, round tables, exhibitions, events in various coworking spaces that relate to your area and participate in them as a speaker. This is the best way to find new employers, clients and present yourself as an expert. Think carefully about what to say and about what - you need to be remembered, and it should be a vivid and relevant topic.

8. Don’t neglect working on yourself

Even if you don’t have time to actively manage your social media account or blog, still try to organize your time so as not to give up working on your brand for good. For example, make publications that take up the most resources rarer and reduce their volume. It is therefore important to warn the audience that you will write less, but do not quit for good.

The main thing is not only maintaining the audience, but also understanding that working on your own brand is also working on yourself. For your publications, you should monitor all market news and analyze it to understand where things are heading in your field. This will give you an invaluable advantage over others, and therefore make you more valuable in every sense.

"Head of a budget organization", 2010, N 2

We are already accustomed to the fact that it is mainly large companies operating in highly competitive markets that think about creating a positive reputation in our country. However, reputation is also important for budgetary organizations, especially for those that provide services to the population. How can you build and maintain a business reputation? And most importantly, how not to lose in one moment what has been built up over the years?

Henry Ford warned executives: “If you don’t take care of your company’s reputation, your competitors will.” These words can easily be attributed to the activities of not only commercial structures, but also budgetary institutions, because many of them today work in a competitive environment in the fields of education, medicine, and culture. And this competition is growing every year, and with it the role of business reputation.

According to American experts, the share of reputation in the total market value of a company ranges from 15 to 25% (in some cases reaching 75%). In Russia, according to reputation management consultant Alexey Zlovedov, this share is on average 50%.

According to Harvard Business School, over an 11-year period (1993 to 2004), companies around the world that focused on their reputation increased revenue by 682%, profit by 756%, and headcount by 282. %. At the same time, companies that did not pay special attention to reputation issues showed results of 166%, 1% and 36%, respectively. World practice shows that organizations that seriously work on building a reputation become leaders in their field.

Creating a reputation

First, let’s define what an organization’s reputation is and how it differs from its image.

Compared to reputation, image is the image that an organization strives to create in its environment. And if a reputation is formed over the years and involves the deepest emotions of people, then the image is a certain external impression of the organization, how it appears here and now.

Note. Business reputation is a set of opinions about the organization of representatives of interested parties who are associated with it (employees, consumers, government officials, media, etc.).

It is obvious that the formation of a reputation is a longer process compared to the creation of an image, and it affects all levels of the organization and all its employees - from the director to the courier.

First of all, the manager should entrust the formation of a reputation program to professionals. Depending on the level of development of the organization, this may be one PR specialist or several specialists united in some structure, for example, in a public relations department. Of course, you can attract specialists from an independent agency and even agree on subscription services. But practice shows that this form of work does not guarantee confidentiality, and some documents may end up not only in the hands of competitors, but also on Internet sites.

1. Clear goal setting: what kind of reputation and for which groups we want to form.

Agree that you cannot become the best at everything. Therefore, it is important to highlight a priority area for the organization and be able to express the desired reputation in a few words. For example: a reliable organization (consumers believe that it strives to fulfill all obligations to them), a prestigious university (it has the largest competitions compared to other universities, graduates quickly get jobs in their specialty).

2. Identify the “bottlenecks” of the organization that prevent the achievement of the desired reputation.

Suppose a budget institution wants to create a reputation among its clients as an organization where all issues are promptly resolved. In this case, the analysis should be aimed primarily at identifying customer interaction procedures that need to be accelerated. In budget structures, this primarily concerns the timing of consideration of various documents. If consumers are confident that the organization approves all requests without delay, its reputation will be significantly strengthened.

3. Decide how to overcome bottlenecks and eliminate them.

We have a simple management task ahead of us. If your goal is to speed up the procedure for approving documents, it is worth analyzing at what stage and why they get stuck, and how you can motivate (or punish) the employee (or department) where the delay occurs. It is important to draw up an action plan to eliminate bottlenecks and implement it.

4. Create a precedent.

When the ground is prepared and the main problems preventing the creation of the desired reputation have been eliminated, it’s time to think about a bright event and worthy coverage of it among interested groups.

If we return to our example with the reputation of a company that makes quick decisions, then in this case such a precedent can be created. Previously, approval procedures took you a whole month, but with the help of the created “single window” system, you reduced this period to 10 days. And even when the client needed to quickly resolve some complex issue, your employees made every effort, but met the deadline, surprising him beyond words. And then we need to make sure that as many people as possible learn about this event through the media.

We maintain our reputation

Creating a good reputation is only half the battle. It is much more difficult to preserve it. An ill-considered action by management or even an ordinary employee can instantly ruin what specialists have been working on for years. The fly in the ointment can be the rash statements of the company's top (or public) officials. It is especially bad if the behavior or words of a public person diverge from the stated postulates. Unfulfilled promises to clients also cause irreparable damage to reputation, especially if they are accompanied by rude attacks from staff. Attempts to change the rules during the game often turn against the organization. For example, visitors expect certain behavior from your employees and do not realize that priorities have shifted slightly, and in the end they simply cease to understand what is happening.

Incorrect actions in relation to those people who have access to mass audiences and are capable of ruining the company’s reputation (journalists, politicians, etc.) can become especially dangerous. Therefore, you should think seriously before refusing to comment to any reputable media outlet.

There can be no trifles in the business of reputation management. But the values ​​that play a significant role in its maintenance deserve special attention.

History of the company. You are lucky if your organization has an interesting history going back centuries. These are the stories that the oldest theaters, museums, and higher educational institutions can boast of. They have something to tell the public about themselves, and this story can be exploited for a long time (in a positive sense), inventing new, modern forms. For example, how can you introduce modern youth to a museum if you can’t lure them there? Create a virtual museum with interactive features and an online tour.

But even if there was nothing unusual in history at first glance, you need to find at least a few interesting facts and, based on them, write history anew, filling it with bright events and achievements. And then make this story public, draw attention to it with the help of interesting publications in the media. A reputation that is not based on anything is not convincing. A rich history shows that the organization has earned its reputation: it worked hard, quickly rebuilt in response to changing conditions, experienced ups and downs, and showed resistance to negative influences, that is, its success is natural.

Reputation of top officials. Nothing can be done, but the reputation of the top officials is projected onto the reputation of the entire organization. This rule is true even for a huge multi-thousand company (remember the examples of Anatoly Chubais or Evgeny Chichvarkin), not to mention a small office whose director is its “face”. Therefore, while caring about the reputation of his company, a manager must first of all take care of his own reputation. An organization will not develop a reputation for reliability if its leader is constantly late for meetings with clients, “forgets” about agreements, and makes scandalous statements in the press. So the manager should begin the process of building a reputation not with the staff, but with himself.

Meeting expectations. What matters most to customers is what it makes sense to focus on. If the main thing for a strategic client is reliability, then all efforts should be directed towards this. If service is more important, then every effort should be made to ensure that customers say: “They have the best service.” If quality: “They care so much about the quality of services that they are ready to return money to anyone who is not satisfied with it.” That is, it is important to accurately determine the leading need of a strategic client and concentrate all efforts on its implementation.

Compliance of cases with stated policies. When consciously forming and maintaining a reputation, one cannot do without creating an information policy - a special document that clearly states the description of the reputation that should be formed among various target audiences. In addition, the document indicates the mechanisms that work to form such a reputation. For example, the organization claims that it is reliable, and in support of this it publishes an annual review, which shows that during the year there was not a single refusal to review documents. Such an organization is trusted more, because its words do not differ from its deeds.

Concentration of effort. It is much more profitable to concentrate efforts on one thing, and then it will inevitably “take off”, and simply maintain everything else at a positive level.

So, When managing the reputation of an organization, it is important to remember this rule: what is different is remembered. In our case, it is different from all other companies and organizations. Market players with a strong reputation are always “the best.” They say about them: they have the newest developments, they employ the best specialists, they have the best laboratory... This is what we should strive for!

The tone of mentions is analyzed. For this purpose, the tools of the analytics system for mentions in the media and social networks are used, for example. All mentions of the client’s brand and competitors for at least the last year are studied, the number of positive, negative, and neutral messages is assessed. An understanding is formed of what level the customer is at relative to competitors.

The system is used to study the behavior of the target audience on the Internet. A user profile is collected based on statements and profile data on different social networks.

Let's look at the case of a baby food manufacturer. His audience is young mothers. In this case, social networks contain profiles of all young mothers based on open information and analysis of what the user writes in statements. Those who left messages that they were young mothers were included in the list. In addition, authoritative sites for the selected audience are analyzed. From there you can also get a list of young mothers. After this, the distribution of interests is built. After this, it becomes clear what the audience’s hobbies are, opinion leaders and the most authoritative resources are identified.

A list of sites that are visited by the target audience and used by competitors to generate traffic is compiled. 5-10 competitors are analyzed. External sources are examined separately. In addition to the sites themselves, it is taken into account what message the competitors are conveying on these sites. This could be video, infographics, content. The most successful formats of interaction with the audience on these platforms are recorded.

Search results for branded queries are analyzed. This is necessary to study the tone of brand mentions.

Denis Shubenok: “Such a detailed preliminary analysis allows you to build a content strategy, focusing not on a hypothesis, but on the exact knowledge that there is a target audience on the selected sites. Thus, by spending more time on analytics, we will be able to spend less budget on content distribution in the future. We will know exactly and target precisely those directions that are the most effective.”

Drawing up a content plan

Development of a content plan begins with preparing topics. Topics are compiled based on a large amount of data. For example, based on feedback from the audience, based on in-depth interviews, based on focus groups, based on statements. Trends, seasonality, and important areas of the client’s business are taken into account. The content plan prioritizes. When drawing up a content plan, it is important to consider the following fact:

Denis Shubenok: “When analyzing the positive and negative on the Internet, we begin to understand that about 70-80% of the negativity about a given product or brand is concentrated around 5-10 topics. Users don’t write negative comments about 100 different topics.”

As a rule, there are leading topics. Users write both negative and positive things about them. It's important to highlight these trends to understand where to start. Key content should be written in response to established trends. This will cover most user questions and will be distributed most effectively.

In the case of the baby food factory there were only four main themes.

In the example, three leading topics are clearly visible. We need to start with them. Bloggers are getting involved, and a content marketing campaign is being launched on the topic of creating baby food in Russia. The keynote is that there are no problems with the production of baby food in Russia. This is a far-fetched myth, and it is most likely created by competitors. There are common world standards.

Thus, with the help of a variety of content, the audience is conveyed that Russian production is even better than in Europe. In this way, all negative topics from the client are worked out. That is, for every comment there is no unfounded answer in the spirit of “our food is good.” A systematic saturation of information and creation of a content database is underway. It includes articles from reputable resources.

Positivity is also practiced to enhance the positive attitude of the target audience. You can use comparative materials that highlight the advantages of the brand relative to competitors. The task is to spread as much positivity as possible to the most trendy things.

Denis Shubenok: “It is very important to develop neutral content. There can be quite a lot of it. Often it is related to promotions, charity, or people simply ask about choosing a product. This may simply be a statement of fact. We must try to transform neutral statements into positive ones by opening up the conversation, asking questions, and holding actions.”

Promotions work well. For example, ask not just to write hashtags, but to tell a detailed story about why you use this product. So that users read the content not in a neutral way, but in a positive way.

Communications with the audience are analyzed separately. This includes analysis of social networks, external resources where the agency or client makes placements. Audience involvement in discussions is assessed. It is determined what type and topic of content most involve the target audience in the dialogue. The most effective formats and topics are recorded, and a content plan is drawn up based on them.

Distribution mechanisms, production and delivery

Distribution mechanisms are built on the basis of all the information that has been collected previously. There are three types of content delivery: brand platforms, viral effect, paid traffic.

At this stage, a plan is drawn up for what and how to post, KPIs for each channel and budget are predicted.

After this, the actual production and delivery of content begins. The results are analyzed. The most effective methods are determined and the cycle repeats.

In the case under discussion: in July 2016, the formation of an information background around the brand began. Before this, quite a lot of negative messages appeared every day.

Gradually the number of negative statements decreased. This made it possible, with a slight increase in the number of publications, to significantly reduce the negative trend that the client had for the last few years. Negativity has decreased by more than four times in six months.

The material was prepared by Denis Shubenok, executive director of Ashmanov and Partners.



Reputation

Reputation

noun, and., used compare often

Morphology: (no) what? reputation, what? reputation, (see) what? reputation, how? reputation, about what? about reputation

1. Reputation is called the created general opinion about the merits and demerits of someone or something.

Good, bad, bad reputation. | Build yourself a strong reputation. | Enjoy a reputation as a good storyteller. | To have, to deserve, to gain a stable reputation. | The bank has a solid reputation.

2. Reputation is a favorable opinion formed about someone or something in society.

Earn a reputation for yourself. | Value your reputation. | Damage someone's reputation. | Has anyone lived up to their reputation? | Save the company's reputation. | Put it on the line, lose it, ruin your reputation.

3. If anyone soaked, tarnished my reputation, then this means that this person committed some unseemly act that changed other people’s opinion of him for the worse.

Explanatory dictionary of the Russian language by Dmitriev. D. V. Dmitriev. 2003.

Synonyms:

Books

• Reputation of the doll, Solntseva Natalya Mikhailovna. The theme of the book is literary dolls, their traditional perception and modern interpretations. Dolls are artifacts and sources of inspiration, reluctant imitators and self-sufficient androids, key...
• Reputation of a doll, Solntseva N.. The theme of the book is literary dolls, their traditional perception and modern interpretations. Dolls are artifacts and sources of inspiration, reluctant imitators and self-sufficient androids, key…

A successful career, a successful business, sports cars, a villa in Mallorca, a Swiss bank account, a good girlfriend and a happy life begin with a reputation. A good reputation opens doors that lead to a prosperous and successful life.

“A good reputation is more important than a clean shirt. A shirt can be washed, but a reputation never.” Alfred Nobel

The man's reputation. Woman's reputation. This is not usually talked about, but it is important. Reputation is a fixed opinion about a person. What is yours?

In the modern world, people often forget about such an important thing as reputation. They engage in unseemly activities, sully their honor, get involved in dubious stories, hang out with all sorts of rabble, and appear in a negative light. And then we want to succeed and demand due respect when it’s too late.

Honor, dignity and reputation influence your life much more than you might think. People with a bad reputation are not hired, business is not done with them, they are not respected and are avoided in every possible way. How to create and maintain your own brand called “reputation”? How to maintain your reputation? How to restore your reputation? It's all about reputation.

1. Don't get into trouble

“It takes 20 years to build a reputation and 5 minutes to destroy it. You will approach things differently if you think about it. Warren Buffett

In any situation, maintain restraint and reason. Don't get involved in questionable things, don't get drunk, don't get into fights, don't break the law. A cool head and dignity will save you from many problems in the future. Why do you need problems with the authorities and the law? Why would you want to be seen doing something obscene? Develop the habit of always keeping yourself on top, your reputation will only benefit from this.

2. Watch your language

While leaving a certain impression about yourself, you should not forget that tomorrow they can develop into a reputation. Negative thinking, negative statements and gossip will not bring anything good in the long run. If a person carries negativity within himself, this will quickly affect his reputation. Try not to lie. If this is revealed, your reputation will look pathetic.

3. Maintain your virtual reputation

The Internet and social networks are too tightly woven into our lives. Many companies secretly search for profiles of their future employees and draw certain conclusions. Girls and boys are looking for profiles of their new halves. Acquaintances, friends and companions are watching you via the Internet. Clean up your profile. Why do you need photos from drunk parties? No one needs to know that you violated point 1, and behave with dignity in the future. No need for stupid statuses, quotes, videos and other childish nonsense. A page on a social network is your face.

4. Don't hang around with trash

“If you value your own reputation, deal only with men of worthy qualities.” George Washington

The ancient Greek playwright Euripides wrote: “Tell me who your friend is, and I will tell you who you are.” Alcoholics, drug addicts, gopniks, girls of easy virtue, lawbreakers. One can endlessly list the people with whom normal society prefers not to associate. Why be noticed in a company where you don't belong? Remember your reputation. Make friends and communicate only with those who are worthy. Stay close to successful people if you want to succeed.

5. Watch your appearance

To have a million dollars you need to look like a million dollars! An unkempt appearance or cheap, tasteless clothes will tear your image to shreds. Only poor people and losers look like that. People who dress well and are stylish always get points for this. They are more attractive to others, they want to be friends and do business with them. Take care of your appearance or you can forget about the reputation of a successful person.

6. Conduct yourself with dignity

Respect yourself and others if they deserve it. Be friendly, keep your word, be tactful, don’t be late, control your emotions. Maintain your dignity in any situation.

7. Protect your reputation

Always protect your honor, dignity and your reputation. Try to “deal” with those people who are trying to undermine your image and reputation. One good friend of mine said: “To restore your reputation, sometimes it’s enough to punch a turnip.” Reputation can also be protected in court.

A successful career, a successful business, sports cars, a villa in Mallorca, a Swiss bank account, a good girlfriend and a happy life begin with a reputation. First you work for your reputation, then it works for you.