{"id":27784,"date":"2023-12-07T04:45:01","date_gmt":"2023-12-07T04:45:01","guid":{"rendered":"https:\/\/masterskills.org\/blog\/quan-tri-thuong-hieu-truc-tuyen-online-reputation-management-orm-la-gi.html"},"modified":"2023-12-22T16:55:45","modified_gmt":"2023-12-22T09:55:45","slug":"quan-tri-thuong-hieu-truc-tuyen-online-reputation-management-orm-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/quan-tri-thuong-hieu-truc-tuyen-online-reputation-management-orm-la-gi.html","title":{"rendered":"Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u tr\u1ef1c tuy\u1ebfn (Online reputation management – ORM) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh ho\u1ea1 (Ngu\u1ed3n: proideators)<\/p>\n<\/figcaption><\/figure>\n

Qua\u0309n tri\u0323 thu\u031bo\u031bng hi\u1eb9\u0302u tr\u01b0\u0323c tuy\u00ea\u0301n<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

Qua\u0309n tri\u0323 thu\u031bo\u031bng hi\u1eb9\u0302u tr\u01b0\u0323c tuy\u00ea\u0301n<\/b> trong ti\u1ebfng Anh \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 Online reputation management – ORM.<\/b><\/p>\n

Qua\u0309n tri\u0323 thu\u031bo\u031bng hi\u1eb9\u0302u tr\u01b0\u0323c tuy\u00ea\u0301n <\/b>la\u0300 m\u1ecd\u0302t v\u00e2\u0301n \u0111\u00ea\u0300 cu\u0309a marketing v\u01a1\u0301i mu\u0323c tie\u0302u la\u0300 nh\u0103\u0300m ba\u0309o v\u1eb9\u0302, ki\u00ea\u0309m soa\u0301t va\u0300 ta\u0306ng cu\u031b\u01a1\u0300ng danh ti\u00ea\u0301ng cu\u0309a thu\u031bo\u031bng hi\u1eb9\u0302u ho\u1ea1\u0306c ca\u0301 nha\u0302n b\u0103\u0300ng ca\u0301ch \u0111\u00e2\u0309y xu\u00f4\u0301ng, g\u01a1\u0303 bo\u0309 ho\u1ea1\u0306c \u0111i\u0301nh chi\u0301nh nh\u01b0\u0303ng tho\u0302ng tin kho\u0302ng chi\u0301nh xa\u0301c, sai l\u1eb9\u0302ch hay tie\u0302u c\u01b0\u0323c.\u00a0<\/p>\n

Qua\u0309n tri\u0323 danh ti\u00ea\u0301ng (cu\u0309a thu\u031bo\u031bng hi\u1eb9\u0302u) tr\u01b0\u0323c tuy\u00ea\u0301n la\u0300 kha\u0301i ni\u1eb9\u0302m kha\u0301 m\u01a1\u0301i me\u0309 v\u01a1\u0301i h\u00e2\u0300u h\u00ea\u0301t co\u0302ng ty, nh\u00e2\u0301t la\u0300 co\u0302ng ty v\u01b0\u0300a va\u0300 nho\u0309.\u00a0<\/p>\n

Trong kha\u0301i ni\u1eb9\u0302m r\u1ecd\u0302ng cu\u0309a ORM<\/b>, hoa\u0323t \u0111\u1ecd\u0302ng na\u0300y la\u0300 toa\u0300n b\u1ecd\u0302 n\u00f4\u0303 l\u01b0\u0323c nh\u0103\u0300m qua\u0309n tri\u0323, ki\u00ea\u0309m soa\u0301t va\u0300 ta\u0306ng cu\u031b\u01a1\u0300ng danh ti\u00ea\u0301ng cu\u0309a m\u1ecd\u0302t thu\u031bo\u031bng hi\u1eb9\u0302u cu\u0309a co\u0302ng ty, t\u00f4\u0309 ch\u01b0\u0301c hay ca\u0301 nha\u0302n tre\u0302n ma\u0323ng ch\u01b0\u0301 kho\u0302ng chi\u0309 la\u0300 “thu\u031bo\u031bng hi\u1eb9\u0302u” nhu\u031b ca\u0301ch di\u0323ch hi\u1eb9\u0302n nay.<\/p>\n

Song ph\u00e2\u0300n c\u00f4\u0301t lo\u0303i nh\u00e2\u0301t, quan tro\u0323ng nh\u00e2\u0301t va\u0300 xe\u0301t \u0111\u00ea\u0301n cu\u0300ng v\u00e2\u0303n la\u0300 thu\u031bo\u031bng hi\u1eb9\u0302u ne\u0302n no\u0301i la\u0300 qua\u0309n tri\u0323 thu\u031bo\u031bng hi\u1eb9\u0302u tr\u01b0\u0323c tuy\u00ea\u0301n chi\u0301nh la\u0300 ca\u0301ch no\u0301i ng\u0103\u0301n, sa\u0301t ma\u0300 \u0111u\u0309 nh\u00e2\u0301t v\u00ea\u0300 ORM.<\/p>\n

Truy\u00ea\u0300n tho\u0302ng v\u01a1\u0301i qua\u0309n tri\u0323 thu\u031bo\u031bng hi\u1eb9\u0302u tr\u01b0\u0323c tuy\u00ea\u0301n<\/font><\/h3>\n

Nhi\u00ea\u0300u nghie\u0302n c\u01b0\u0301u chi\u0309 ra xa\u0302y d\u01b0\u0323ng thu\u031bo\u031bng hi\u1eb9\u0302u va\u0300 phu\u031bo\u031bng ti\u1eb9\u0302n truy\u00ea\u0300n tho\u0302ng g\u0103\u0301n k\u00ea\u0301t ch\u1ea1\u0306t che\u0303 v\u01a1\u0301i nhau.\u00a0<\/p>\n

Nghie\u0302n c\u01b0\u0301u cu\u0309a Forrester ti\u00ea\u0301t l\u1ecd\u0302 92% ca\u0301c la\u0303nh \u0111a\u0323o marketing tin r\u0103\u0300ng phu\u031bo\u031bng ti\u1eb9\u0302n truy\u00ea\u0300n tho\u0302ng xa\u0303 h\u1ecd\u0302i \u0111a\u0303 thay \u0111\u00f4\u0309i r\u00e2\u0301t nhi\u00ea\u0300u ca\u0301i ca\u0301ch ngu\u031b\u01a1\u0300i du\u0300ng tu\u031bo\u031bng ta\u0301c v\u01a1\u0301i thu\u031bo\u031bng hi\u1eb9\u0302u (Stokes, 2012). Forrester k\u00ea\u0301t lu\u1ea1\u0302n 3 vai tro\u0300 cu\u0309a phu\u031bo\u031bng ti\u1eb9\u0302n truy\u00ea\u0300n tho\u0302ng v\u01a1\u0301i thu\u031bo\u031bng hi\u1eb9\u0302u:<\/p>\n

– Xa\u0302y d\u01b0\u0323ng ni\u00ea\u0300m tin tho\u0302ng qua phu\u031bo\u031bng ti\u1eb9\u0302n truy\u00ea\u0300n tho\u0302ng v\u01a1\u0301i ngu\u031b\u01a1\u0300i tie\u0302u du\u0300ng;<\/p>\n

– Pha\u0302n bi\u1eb9\u0302t thu\u031bo\u031bng hi\u1eb9\u0302u \u0111\u00ea\u0309 na\u0302ng cao s\u01b0\u0323 k\u00ea\u0301t n\u00f4\u0301i \u0111a ca\u0309m;<\/p>\n

– Ta\u0323o l\u1ea1\u0302p lo\u0300ng trung tha\u0300nh thu\u031bo\u031bng hi\u1eb9\u0302u t\u01b0\u0300 ngu\u031b\u01a1\u0300i tie\u0302u du\u0300ng.<\/p>\n

Duncan \u0111a\u0303 \u0111u\u031ba ra na\u0306m m\u01b0\u0301c \u0111\u1ecd\u0302 kha\u0309 thi v\u00ea\u0300 s\u01b0\u0301c ma\u0323nh cu\u0309a m\u00f4\u0301i quan h\u1eb9\u0302 thu\u031bo\u031bng hi\u1eb9\u0302u (Duncan, 2002):<\/b><\/p>\n

– V\u1ea1\u0302n \u0111\u1ecd\u0302ng:<\/b> kha\u0301ch ha\u0300ng no\u0301i v\u01a1\u0301i kha\u0301ch ha\u0300ng kha\u0301c v\u00ea\u0300 thu\u031bo\u031bng hi\u1eb9\u0302u u\u031bu thi\u0301ch cu\u0309a ho\u0323, ca\u0309 tr\u01b0\u0323c tuy\u00ea\u0301n ho\u1ea1\u0306c kho\u0302ng;<\/p>\n

– C\u1ecd\u0302ng \u0111\u00f4\u0300ng:<\/b> kha\u0301ch ha\u0300ng trong ca\u0301c c\u1ecd\u0302ng \u0111\u00f4\u0300ng, nhu\u031b facebook, gi\u01a1\u0301i thi\u1eb9\u0302u thu\u031bo\u031bng hi\u1eb9\u0302u cu\u0309a ho\u0323 \u0111\u00ea\u0301n ngu\u031b\u01a1\u0300i du\u0300ng kha\u0301c;<\/p>\n

– K\u00ea\u0301t n\u00f4\u0301i:<\/b> kha\u0301ch ha\u0300ng k\u00ea\u0301t n\u00f4\u0301i v\u01a1\u0301i ca\u0301c co\u0302ng ty tho\u0302ng qua vi\u1eb9\u0302c thanh toa\u0301n ca\u0301c s\u01b0\u0323 ki\u1eb9\u0302n;<\/p>\n

– Danh ti\u0301nh: <\/b>kha\u0301ch ha\u0300ng t\u01b0\u0323 ha\u0300o ne\u0302u ra te\u0302n thu\u031bo\u031bng hi\u1eb9\u0302u cu\u0309a sa\u0309n ph\u00e2\u0309m ho\u0323 s\u01b0\u0309 du\u0323ng;<\/p>\n

– Nh\u1ea1\u0302n th\u01b0\u0301c :<\/b> Ngu\u031b\u01a1\u0300i du\u0300ng the\u0302m te\u0302n thu\u031bo\u031bng hi\u1eb9\u0302u va\u0300o danh sa\u0301ch co\u0301 th\u00ea\u0309 mua ha\u0300ng.<\/p>\n

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Ngu\u1ed3n: Duncan, 2002<\/p>\n<\/figcaption><\/figure>\n

Hi\u0300nh tre\u0302n th\u00ea\u0309 hi\u1eb9\u0302n na\u0306m c\u00e2\u0301p b\u1ea1\u0302c co\u0301 th\u00ea\u0309 cu\u0309a m\u01b0\u0301c \u0111\u1ecd\u0302 quan h\u1eb9\u0302 thu\u031bo\u031bng hi\u1eb9\u0302u. Hi\u0300nh kim t\u01b0\u0323 tha\u0301p cho bi\u00ea\u0301t \u01a1\u0309 m\u01b0\u0301c \u0111\u1ecd\u0302 cao nh\u00e2\u0301t chi\u0309 co\u0301 m\u1ecd\u0302t va\u0300i kha\u0301ch ha\u0300ng, ho\u0323 tr\u01a1\u0309 tha\u0300nh ngu\u031b\u01a1\u0300i u\u0309ng h\u1ecd\u0302 cu\u0309a doanh nghi\u1eb9\u0302p, ho\u0323 no\u0301i v\u01a1\u0301i t\u00e2\u0301t ca\u0309 mo\u0323i ngu\u031b\u01a1\u0300i thu\u031bo\u031bng hi\u1eb9\u0302u ma\u0300 ho\u0323 \u0111ang du\u0300ng tuy\u1eb9\u0302t nhu\u031b th\u00ea\u0301 na\u0300o \u2013 Youtube may m\u0103\u0301n tr\u01a1\u0309 tha\u0300nh m\u1ecd\u0302t no\u031bi nhu\u031b v\u1ea1\u0302y nga\u0300y nay.\u00a0<\/p>\n

Kha\u0301ch ha\u0300ng va\u0300 kha\u0301ch ha\u0300ng tu\u031bo\u031bng lai b\u0103\u0301t \u0111\u00e2\u0300u nh\u1ea1\u0302n th\u01b0\u0301c v\u00ea\u0300 thu\u031bo\u031bng hi\u1eb9\u0302u va\u0300 pha\u0301t tri\u00ea\u0309n lo\u0300ng tin, tha\u0301i \u0111\u1ecd\u0302 d\u01b0\u0323a va\u0300o s\u01b0\u0323 ti\u00ea\u0301p xu\u0301c cu\u0309a m\u00f4\u0303i thu\u031bo\u031bng hi\u1eb9\u0302u.\u00a0<\/p>\n

M\u1ecd\u0302t va\u0300i s\u01b0\u0323 ti\u00ea\u0301p xu\u0301c tho\u0302ng qua phu\u031bo\u031bng ti\u1eb9\u0302n truy\u00ea\u0300n tho\u0302ng nhu\u031b qua\u0309ng ca\u0301o va\u0300 ca\u0301ch gi\u01a1\u0301i thi\u1eb9\u0302u sa\u0309n ph\u00e2\u0309m va\u0300 ca\u0301ch kha\u0301c tho\u0302ng qua ca\u0301ch th\u01b0\u0301c truy\u00ea\u0300n tho\u0302ng nhu\u031b cu\u1ecd\u0302c \u0111a\u0300m lu\u1ea1\u0302n v\u01a1\u0301i di\u0323ch vu\u0323 kha\u0301ch ha\u0300ng cu\u0309a doanh nghi\u1eb9\u0302p ho\u1ea1\u0306c nh\u01b0\u0303ng ngu\u031b\u01a1\u0300i ba\u0301n ha\u0300ng qua \u0111i\u1eb9\u0302n thoa\u0323i, ta\u0323i tri\u00ea\u0309n la\u0303m thu\u031bo\u031bng ma\u0323i, tre\u0302n trang web, ho\u1ea1\u0306c tre\u0302n thu\u031b \u0111i\u1eb9\u0302n t\u01b0\u0309 cu\u0309a co\u0302ng ty.<\/p>\n

Khi s\u01b0\u0309 du\u0323ng internet, doanh nghi\u1eb9\u0302p pha\u0309i ch\u0103\u0301c ch\u0103\u0301n r\u0103\u0300ng h\u1eb9\u0302 th\u00f4\u0301ng truy\u00ea\u0300n tho\u0302ng cu\u0309a ho\u0323 truy\u00ea\u0300n ta\u0309i \u0111u\u031b\u01a1\u0323c hi\u0300nh a\u0309nh thu\u031bo\u031bng hi\u1eb9\u0302u ti\u0301ch c\u01b0\u0323c phu\u0300 h\u01a1\u0323p v\u01a1\u0301i n\u1ecd\u0302i dung truy\u00ea\u0300n tho\u0302ng t\u01b0\u0300 t\u00e2\u0301t ca\u0309 ca\u0301c \u0111i\u00ea\u0309m lie\u0302n la\u0323c kha\u0301c nhau v\u01a1\u0301i s\u01b0\u0323 \u0111a da\u0323ng t\u01b0\u0300 ma\u0300u s\u0103\u0301c, ki\u00ea\u0309u ch\u01b0\u0303, ki\u0301ch c\u01a1\u0303, a\u0302m thanh, gio\u0323ng no\u0301i, ki\u0301ch c\u01a1\u0303 hi\u0300nh a\u0309nh va\u0300 ca\u0301ch xu\u00e2\u0301t hi\u1eb9\u0302n…v.v.<\/p>\n

M\u1ea1\u0306c du\u0300 internet co\u0301 th\u00ea\u0309 tr\u01a1\u0323 giu\u0301p ca\u0301c doanh nghi\u1eb9\u0302p trong vi\u1eb9\u0302c \u0111u\u031ba vi\u0323 tri\u0301 kha\u0301ch ha\u0300ng trong thang b\u1ea1\u0302c m\u00f4\u0301i quan h\u1eb9\u0302 thu\u031bo\u031bng hi\u1eb9\u0302u le\u0302n cao, nhu\u031bng th\u01b0\u0323c s\u01b0\u0323 r\u00e2\u0301t kho\u0301 \u0111\u00ea\u0309 ki\u00ea\u0309m soa\u0301t hi\u0300nh a\u0309nh thu\u031bo\u031bng hi\u1eb9\u0302u b\u01a1\u0309i ngu\u031b\u01a1\u0300i s\u01b0\u0309 du\u0323ng internet thu\u031b\u01a1\u0300ng xuye\u0302n nh\u1ea1\u0302n nh\u01b0\u0303ng tin nh\u0103\u0301n v\u00ea\u0300 thu\u031bo\u031bng hi\u1eb9\u0302u t\u01b0\u0300 nh\u01b0\u0303ng ngu\u00f4\u0300n ma\u0300 co\u0302ng ty kho\u0302ng qua\u0309n l\u00ed<\/span> \u0111u\u031b\u01a1\u0323c nhu\u031b:<\/p>\n

Blog, thu\u031b \u0111i\u1eb9\u0302n t\u01b0\u0309, t\u01b0\u0300 nh\u01b0\u0303ng ngu\u031b\u01a1\u0300i ba\u0323n cu\u0309a kha\u0301ch ha\u0300ng ho\u1ea1\u0306c s\u01b0\u0323 chu\u0301 y\u0301 cu\u0309a kha\u0301ch ha\u0300ng t\u01a1\u0301i m\u1ecd\u0302t sa\u0309n ph\u00e2\u0309m l\u00f4\u0303i trong m\u1ecd\u0302t video ai \u0111o\u0301 la\u0300m ta\u0323i nha\u0300 \u0111u\u031ba le\u0302n ma\u0323ng. Internet cung c\u00e2\u0301p nh\u01b0\u0303ng tho\u0302ng tin t\u00f4\u0301t, x\u00e2\u0301u, t\u00f4\u0300i t\u1eb9\u0302 v\u00ea\u0300 nh\u01b0\u0303ng thu\u031bo\u031bng hi\u1eb9\u0302u.\u00a0<\/p>\n

Nha\u0300 marketing pha\u0309i gia\u0301m sa\u0301t tho\u0302ng tin thu\u031bo\u031bng hi\u1eb9\u0302u tr\u01b0\u0323c tuy\u00ea\u0301n va\u0300 la\u0300m nh\u01b0\u0303ng \u0111i\u00ea\u0300u t\u00f4\u0301t nh\u00e2\u0301t ho\u0323 co\u0301 th\u00ea\u0309 \u0111\u00ea\u0309 \u0111i\u0323nh hu\u031b\u01a1\u0301ng hi\u0300nh a\u0309nh thu\u031bo\u031bng hi\u1eb9\u0302u b\u0103\u0300ng ca\u0301ch s\u01b0\u0309 du\u0323ng nh\u01b0\u0303ng co\u0302ng cu\u0323 co\u0301 th\u00ea\u0309, bao g\u00f4\u0300m co\u0302ng ngh\u1eb9\u0302 internet.<\/p>\n

Ca\u0301c co\u0302ng ty v\u01a1\u0301i nh\u01b0\u0303ng sa\u0309n ph\u00e2\u0309m tr\u01b0\u0323c tuy\u00ea\u0301n pha\u0309i \u0111\u00f4\u0301i m\u1ea1\u0306t v\u01a1\u0301i m\u1ecd\u0302t va\u0300i quy\u00ea\u0301t \u0111i\u0323nh v\u00ea\u0300 thu\u031bo\u031bng hi\u1eb9\u0302u: Co\u0301 ne\u0302n s\u01b0\u0309 du\u0323ng nh\u01b0\u0303ng thu\u031bo\u031bng hi\u1eb9\u0302u \u0111a\u0303 t\u00f4\u0300n ta\u0323i hay ta\u0323o ra nh\u01b0\u0303ng thu\u031bo\u031bng hi\u1eb9\u0302u m\u01a1\u0301i; Co\u0301 ne\u0302n cho mu\u031b\u01a1\u0323n thu\u031bo\u031bng hi\u1eb9\u0302u cu\u0309a ho\u0323 gi\u00f4\u0301ng nhu\u031b vi\u1eb9\u0302c h\u01a1\u0323p ta\u0301c thu\u031bo\u031bng hi\u1eb9\u0302u v\u01a1\u0301i doanh nghi\u1eb9\u0302p kha\u0301c hay kho\u0302ng; va\u0300 te\u0302n mi\u00ea\u0300n s\u01b0\u0309 du\u0323ng cho trang web la\u0300 gi\u0300.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: K\u1ec9 y\u00ea\u0301u H\u1ecd\u0302i tha\u0309o Xa\u0302y d\u01b0\u0323ng va\u0300 Ba\u0309o v\u1eb9\u0302 Thu\u031bo\u031bng hi\u1eb9\u0302u, \u0110\u1ea1i h\u1ecdc T\u00e0i ch\u00ednh – Marketing, )<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u tr\u1ef1c tuy\u1ebfn (ti\u1ebfng Anh: Online reputation management – ORM) l\u00e0 m\u1ed9t v\u1ea5n \u0111\u1ec1 c\u1ee7a marketing v\u1edbi m\u1ee5c ti\u00eau l\u00e0 nh\u1eb1m b\u1ea3o v\u1ec7, ki\u1ec3m so\u00e1t v\u00e0 t\u0103ng c\u01b0\u1eddng danh ti\u1ebfng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c c\u00e1 nh\u00e2n.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[416],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27784"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=27784"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27784\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=27784"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=27784"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=27784"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}