In the cruel world of business there are manyWays of competitive struggle, and one of the most effective is the so-called "black PR", that is, the formation of a negative opinion of the target audience about a person, product or brand.
Now this tool is used in social networks.
Dirty technologies in competition
Black PR is a special kind of relationship withPublic, whose main task is to create negative associations with a particular person, product, brand. In the 90 years of the last century in Russia, in order to defame the competitor, significant financial investments were required, since the main information wars were conducted through print media and television. Especially well-off people opened their own newspapers, and those with less money simply bought air time and advertising space. The main battles in those days concerned not business, but politics, since the notion of competition was only emerging in Russia.
With the advent of the Internet in everyday lifeCompetition became, on the one hand, cheaper and simpler, and on the other - much more dangerous, since it is always possible that the enemy will be more resolute and aggressive. Nevertheless, information wars increasingly rage on the Internet. And the ever-growing popularity of social networks has given specialists in black pr new opportunities.
Social networks - cheap and efficient
For the most part, people tend to trust opinionsOthers, especially, disinterested. It is no coincidence that one of the most popular queries in search engines is "reviews". The opportunity to consult with those who have already used the service or purchased the goods, greatly facilitates the selection process for the potential buyer. Prior to the development of social networks, basic information of this kind could be found in various thematic forums, but the mass character of the reviews was acquired precisely with the advent of social networks.
One of the ways of black PR in socialNetworks is the registration of a fake account, supposedly representing the brand of competitors. From this account, for example, insulting notes and comments can be posted.
Full perturbations texts in blogs and on websitesType "VKontakte" and "Classmates", thanks to the instant citation system, spread with frightening speed. Even the most unprovided opinion for a person who doubts his choice is enough that he refuses to buy, so customized publications in social networks are an effective tool of black PR. It is almost impossible to distinguish the competition from the usual outrage of a disgruntled buyer, although there are certain differences. For example, the uniformity of reviews on different sites, and even published at about the same time, means that a competitor tries to spoil the reputation of a product or brand.
Publication of numerous laudatory reviewsOften works in the opposite way. Meeting the texts written for "copying" the user rightly decides that the company seeks to correct the wet reputation.
On the other hand, even realizing that the negativeA tip, most likely, a fake, a person can make a choice in favor of another company. That is why black PR in social networks and generally on the Internet is an extremely dangerous tool that can spoil the reputation of the company in a matter of days.