Effects of Internet on Public Opinion

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Effects of Internet on Public Opinion

The internet is a computer system which allows people who are in different parts of the world to share information. The globe has come to accept the internet as a necessity with slow internet speeds being rated one of the problems that people fear facing. People come across a lot of information when browsing the internet that might dent or improve their opinion about certain brands. The internet can positively affect a brand’s reputation by using it as sensationalism and advertising tool while it can negatively affect the brand’s reputation if it used as a propaganda tool. Its use always depends on the intentions of the user.

Sensationalism refers to a language which is designed to produce thrilling or startling impressions or to please and excite vulgar tastes. The public relations team may use this form of language in the internet so as to create an improvement of the brand name. When such language is used over the internet the readers will change their opinions about how they view the brand. Sensationalism is mostly used by marketers to woo the potential clients to go an extra mile and purchase the products regardless of whether or not there are cheaper options. This eventually helps build the reputation of the brand.

The internet can also be used as an advertising tool to improve brand reputation. The public relations team strategizes or the information it needs to be posted on the internet about the brand. They also engage in efforts to increase4 the presence of the product on the internet. This could be done by posting adverts about the brand in websites that have high traffic. The more the information is seen by the public the more the public awareness created by it will help in building of the brand’s reputation.

On the other hand, the internet can be used as a propaganda tool to damage the reputation of a brand. This strategy is mostly used by competitors to fight competition using cut throat means. The competitor will start a rumor about the brand that will negatively affect the brand’s reputation. The rumor is mostly posted on blogs and social media so that it spreads fast. When people read about this negative information, they will change their opinion about the brand from good to bad. If the affected company does not respond quickly so as to correct this information then the reputation will stick and it will be hard to convince everybody that that was actually just a rumor.

Microsoft is a company that deals in computer software and has over the years managed to position itself as a global brand. Microsoft scored highly in a public opinion poll that was recently conducted by the Seattle Times (The Seattle Times, 2014). The question being asked was which company the interviewees considered to be the best companies. Microsoft was ranked alongside Coca Cola and Google. This means that the company has a splendid reputation and is globally recognized as a company whose word people can take to the bank.

In summary, the internet can either be used to build or to destroy the reputation of a brand. Propaganda spread across the internet is very destructive and therefore the public relations managers should be quick when reacting to them. Advertisement and sensationalism have positive effects and should be used to build brand reputations over the internet.

References

Jurisic, B., & Azevedo, A. (2011). Building customer–brand relationships in the mobile communications market: The role of brand tribalism and brand reputation. Journal of Brand Management, 18(4), 349-366.

Becker, K., Nobre, H., & Kanabar, V. (2013). Monitoring and protecting company and brand reputation on social networks: when sites are not enough. Global Business and Economics Review, 15(2), 293-308.