PRACTICE OF REPUTATION MANAGEMENT IN THE VKONTAKTE SOCIAL NETWORK USING THE EXAMPLE OF «TANUKI»

This article reveals the concept of reputation management and its benefits for organizations in creating and maintaining a positive experience of interaction between potential and current customers with the company itself on social networks. The main tasks and key stages of reputation management are identified. Using the example of the Tanuki company community on VKontakte social network, actions to manage reputation in the Internet environment and build loyalty among VKontakte users are considered.