ОСОБЛИВОСТІ ПІДТРИМКИ ДІЛОВОЇ РЕПУТАЦІЇ В МЕРЕЖІ ІНТЕРНЕТ

Introduction. Business reputation is an important asset that is acquired over the years and is very expensive. The material published on social networks directly affects the reputation of the enterprise (organization, institution). Reputation management is effective, both for your own and the company's search engines, through the focused use of reputation management tools. Reputation support tools provide an opportunity to change the tone of the information field from negative to positive in the event of a negative, to create new channels of communication or to form from scratch a dense information field in the Internet space for new companies (organizations, institutions). Purpose. The purpose of the article is to separate the support of business reputation on the Internet from the general concept of reputation management, to determine its features and possibilities of application by the company to build and maintain a positive image on the Internet, its content and implementation technology. Methods. To achieve this goal, a set of theoretical methods was used: analysis of the literature; systematization, structuring, generalization of the obtained results. Originality. The concept of "business reputation" is understood as a strategic intangible asset that can generate additional income, which consists of a set of ideas of different audiences about the company (organization, institution), the process of creating and maintaining a positive impression of the company is quite complex and requires continuous intervention. The image it’s the starting point for building a business reputation. Now without Search engine reputation management or reputation management in search engines it is impossible to imagine the creation or maintenance of reputations, individual, group, subject or corporate images. or reputation management in search engines it is impossible to imagine the creation or maintenance of reputations, individual, group, subject or corporate images. Support of business reputation on the Internet is a set of steps that involve manipulating the opinion about it among its users: assessing and analyzing the image (business reputation) of competing companies in social networks; selection of the most used types of social networks; detailed definition of the target audience of the organization in social networks; formation of interesting content; work with negative feedback on social networks; promotion of activities with the help of advertising tools; comprehensive use of all information sources. Conclusions. Summarizing the above, we can draw the following conclusions: The Internet today is the main channel through which you can get information about the activities of a company. In times of crisis, companies make unpopular decisions that are widely discussed on the Internet. These discussions leave "traces" in the information field of companies for a long time and directly affect its reputation. From the above, it is clear that building and maintaining a business reputation is gaining popularity today. Especially for companies whose main target audience is active Internet users. This is a rather complex and time-consuming process, which includes such stages as monitoring, analysis and adjustment. They help to anticipate the spread of negative information in the network about the company, to level its influence, to create the desired image of the company and to form a stable, good reputation.