ESTIMATION OF SERM TECHNOLOGIES EFFICIENCY IN THE FORMATION OF THE IMAGE AND REPUTATION (ON THE EXAMPLE OF THE GOVERNOR OF KRASNODAR REGION V.I. KONDRATIEV)
The twenty-first century has revealed other problems of politicians and media persons in working with the public. The success of their promotion directly depends on the image and presentation of information. Currently, the Internet is one of the main sources of information about personalities, and also turned into an arena for information warfare. The article discusses the methods and methods of SERM as components of reputation management, the stages of formation and change of reputation, SERM strategy. Internet users are increasingly making decisions based on feedback. The key feature of modern reviews is not just information for thought, but a powerful multi-scale tool that affects public opinion, loyalty to a politician and his actions. And since reputation itself does not change, it needs to be managed. Despite the fact that there are a huge number of channels for publishing reviews, they usually reach a potential consumer through search results. First, the user opens Google or Yandex, types in the name of the candidate or leader in the line and finds on the first page of the search results all the information necessary for making a decision. SERM technology, promoting materials with positive and neutral content to the first pages of the site, displaces negative information from the site, thereby creating a positive image and reputation of the subject. In the practical part of the study, we analyzed the reputation of the Governor of the Krasnodar Territory V.I. Kondratyev in search engines.