Reputation Monitoring for Large Brands
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The document discusses reputation monitoring for large brands. It recommends identifying important keywords, eliminating noise through advanced queries, whitelisting important sites while blacklisting undesirable ones. It also suggests automating alerts through email or SMS, using sentiment analysis tools to understand brand health, and looking at feature-level sentiment scoring. Finally, it notes that fully automating monitoring is not possible and human analysis is still needed to take actionable steps and make iterative improvements.
Reputation Monitoring for Large Brands
- 1. Reputation Monitoring for Large Brands Brian Chappell Ignite Social Media
- 2. How Do Large Companies Monitor Their Reputations?
- 3. Obtain the most important information
- 4. Identify your important keywords: Brand name Key executives Important employees Products Your competitors
- 6. Utilize tools that allow advanced Boolean queries
- 7. NEAR7((Brand OR Brandspelling2) AND (product OR products OR product1)) AND NOT (unrelated product)
- 8. Important sites and forums in your vertical should be whitelisted
- 9. Whitelisting and Blacklisting of sites isn't enough AnnoyingSpamSite.com ReallyImportantSite.com
- 10. Automate Blacklisting with Rules
- 11. Amazon affiliate code + Adsense + 3 keywords in domain + keyword buy
- 12. Clean stream of mentions. Ahhh much better, right?
- 13. 油
- 14. Automated alerts in the form of Email or SMS
- 15. Understand your brands overall health
- 16. Automated sentiment analysis is unreliable and often very inaccurate
- 17. If you automate make sure you analyze enough data to meet statistical relevance
- 18. Look for tools that do feature level sentiment scoring
- 19. Feature Level Examples Entities (persons, companies) Topics ("hotel room" "room service" "location") Concepts ("cleanliness" "value")
- 20. Reputation Monitoring Tools For Big Brands Sysomos Radian6 Buzzmetrics Alterian SM2 Converseon Cymfony Visible Technologies
- 21. Hire a Social API Engineer - Build an internal tool
- 22. Its not all about the tools
- 23. You cant afford to fully automate monitoring
- 24. Take actionable steps based off of daily monitoring and make iterative improvements
- 25. Summary Improve Products Optimize Customer Service Pipeline Establish Unique Selling point Mitigate Brand Damage
- 26. Thank You Follow me on Twitter @brianchappell Email me: brian@ignitesocialmedia.com