{"id":234,"date":"2022-03-07T11:44:00","date_gmt":"2022-03-07T10:44:00","guid":{"rendered":"http:\/\/breputatzt.cluster026.hosting.ovh.net\/blog\/?p=234"},"modified":"2024-06-05T11:58:59","modified_gmt":"2024-06-05T09:58:59","slug":"automatisation-de-le-reputation-jusquou-peut-on-aller","status":"publish","type":"post","link":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/2022\/03\/07\/automatisation-de-le-reputation-jusquou-peut-on-aller\/","title":{"rendered":"Automatisation de l\u2019e-reputation : jusqu\u2019o\u00f9 peut-on aller ?"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture\u00a0: <\/span> <span class=\"rt-time\"> 2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p><strong>Face \u00e0 la quantit\u00e9 d\u2019informations qui affluent sur la toile, de nombreux\u00a0outils de veille\u00a0r\u00e9putationnelle sont \u00e0 votre disposition, que ce soit pour collecter des donn\u00e9es, rep\u00e9rer les tendances ou encore d\u00e9tecter\u00a0les \u00e9ventuels bad buzz. En d\u00e9pit de leur puissance, ces algorithmes sont toutefois insuffisants dans l\u2019analyse et l\u2019interpr\u00e9tation des donn\u00e9es. Si l\u2019outil nous procure les donn\u00e9es, l\u2019intuition humaine reste n\u00e9cessaire pour les d\u00e9chiffrer. L\u2019e-r\u00e9putation rel\u00e8ve de la perception des internautes et c\u2019est \u00e0 vous de creuser leurs besoins et d\u2019\u00e9tablir la strat\u00e9gie adapt\u00e9e pour am\u00e9liorer votre visibilit\u00e9 et votre fiabilit\u00e9.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"l-importance-des-algorithmes-dans-la-surveillance-du-web\">L\u2019importance des algorithmes dans la surveillance du web<\/h2>\n\n\n\n<p>Google Alerts, Mention, Netvibes, Radarly\u2026 Les\u00a0outils de gestion\u00a0de la r\u00e9putation num\u00e9rique poss\u00e8dent de redoutables algorithmes permettant de r\u00e9colter et de trier les donn\u00e9es, en fonction de votre strat\u00e9gie, parmi le magma de flux d\u2019informations. Ce sont de puissants outils de surveillance qui d\u00e9tectent la tonalit\u00e9 de votre e-r\u00e9putation, gr\u00e2ce \u00e0 un ratio entre avis positifs et n\u00e9gatifs, et vous alertent lorsqu\u2019un internaute parle de vous. Ils sont capables de g\u00e9n\u00e9rer du contenu \u00e9crit automatique et de transmettre des informations en un temps record.<\/p>\n\n\n\n<p>Que vaut la e-reputation de votre entreprise&nbsp;?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"le-param-trage-des-outils-de-veille\">Le param\u00e9trage des outils de veille<\/h2>\n\n\n\n<p>Avant toutes choses, il est essentiel de d\u00e9finir sa\u00a0strat\u00e9gie num\u00e9rique, chose que les algorithmes ne pourront pas faire \u00e0 votre place. Quels types de m\u00e9dias choisir ? Quels crit\u00e8res g\u00e9ographiques et d\u00e9mographiques \u00e9tablir ? Quelle ligne \u00e9ditoriale adopter ? Cette \u00e9tape vous permettra de param\u00e9trer correctement les algorithmes. Aussi, qualifier les sources est essentiel pour que vos algorithmes puissent faire un premier tri de l\u2019information. Toutefois, restez vigilant lorsque vous programmez des publications automatiques sur les r\u00e9seaux sociaux. Coca-Cola, pendant sa campagne #MakeItHappy, lanc\u00e9e sur Twitter, avait retweet\u00e9, de mani\u00e8re automatique, des extraits de \u00ab\u00a0Mein Kampf\u00a0\u00bb\u2026 En effet, les algorithmes ne per\u00e7oivent pas les r\u00e9actions humaines, en l\u2019occurrence l\u2019ironie, ce qui peut cr\u00e9er une dissonance dans la strat\u00e9gie de marque.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"le-suivi-des-r-sultats-et-des-interactions\">Le suivi des r\u00e9sultats et des interactions<\/h2>\n\n\n\n<p>Seule l\u2019aperception humaine est apte \u00e0 interpr\u00e9ter les donn\u00e9es et comprendre les r\u00e9actions des internautes. En analysant les statistiques de vos\u00a0r\u00e9seaux sociaux\u00a0ou les r\u00e9sultats donn\u00e9s par les outils de veille, vous pouvez, par exemple, conna\u00eetre les publications qui g\u00e9n\u00e8rent le plus d\u2019interactions et les heures auxquelles le trafic culmine ou encore le nombre d\u2019internautes qui vous mentionnent sur la toile et leurs caract\u00e9ristiques. Par ailleurs,\u00a0les algorithmes\u00a0ne peuvent pas exprimer leur opinion et leurs sentiments, ce qui rend les interactions d\u00e9nu\u00e9es de sensibilit\u00e9. Il est important d\u2019humaniser l\u2019e-r\u00e9putation en r\u00e9pondant aux\u00a0internautes insatisfaits, en remerciant les\u00a0auteurs d\u2019avis positifs\u00a0et en essayant d\u2019en apprendre un peu plus sur leurs attentes, par exemple, gr\u00e2ce \u00e0 des\u00a0campagnes de recueil d\u2019avis.<\/p>\n\n\n\n<p>La r\u00e9putation, qu\u2019elle soit num\u00e9rique ou non, rel\u00e8ve d\u2019une appr\u00e9ciation subjective du public et elle est donc difficilement mod\u00e9lisable. Pour assurer une bonne gestion de votre\u00a0e-reputation, le mieux est d\u2019accompagner l\u2019utilisation des outils de veille par une expertise humaine, interne \u00e0 votre entreprise ou externe, en faisant appel \u00e0 une\u00a0agence de conseil en e-reputation\u00a0!<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture\u00a0: <\/span> <span class=\"rt-time\"> 2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Face \u00e0 la quantit\u00e9 d\u2019informations qui affluent sur la toile, de nombreux\u00a0outils de veille\u00a0r\u00e9putationnelle sont \u00e0 votre disposition, que ce soit pour collecter des donn\u00e9es, rep\u00e9rer les tendances [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":235,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","_uag_custom_page_level_css":"","fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[43],"tags":[28,24],"class_list":["post-234","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-entreprendre-en-ligne","tag-veille-entreprise"],"featured_image_src":"https:\/\/pages.b-reputation.com\/wp-content\/uploads\/2024\/05\/automatisation-e-reputation-.png","author_info":{"display_name":"Margaux Blanc","author_link":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/author\/mblanc\/"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Automatisation de l\u2019e-reputation : jusqu\u2019o\u00f9 peut-on aller ? - B-REPUTATION<\/title>\n<meta name=\"robots\" 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