Professional Tools For Measuring Online Reputation Management in Social Media
Online reputation management enables marketers to measure brand recognition, associated value, and generally how well a company is positioned within the online marketplace. What people are saying, and who they are telling, are important things to know. Marketers need to know how consumers are speaking about a brand, whether they like the brand, are disenchanted with your service, praise you or condemn you.
As user generated content (UGC) becomes a more popular way for consumers to learn about products and services, marketers are realizing that it is less their own efforts, and more their fans' and detractors', that determine their online success. They need online reputation management tools to see where they are succeeding or failing.
In the past, we have talked about some of the different tools to measure online reputation management, but these are professional level tools that many social media and marketing agencies use in their social media monitoring efforts.
Radian6 is one of the premiere online reputation management tools available, looking at more than 150 million public sources and networks, like blogs, comments, forums, mainstream news, photos, and videos. They also check Facebook and Twitter for mentions of your company's brand and keywords.
This online brand management tool examines specific social media metrics of the people talking about you, including Twitter count, comment count, media type, and even sentiment of the messages. Radian6 enables you to create your own online reputation management dashboard, to monitor and report on social media conversations about your brand. Radian6 has access to 30 days of past conversations, although you can archive each month's data once you start tracking your online brand reputation.
Originally called ScoutLabs, Lithium is another major premiere online reputation management tool widely in use. Lithium not only completes searches across millions of sources — blogs, Facebook, YouTube, forums, and Twitter — it eliminates spam and duplicate content, so marketers can avoid content written by robots.
With Lithium, it is possible to determine the sentiment and amount of the customers' messages, seeing which words are being used the most, which issues could become important in the future, and even where your customers are talking about your brand, allowing you to focus marketing energy and budgets into those channels, including staying up to date on the latest slang, making sure they do not mistake one phrase or sentiment for another.
Starting out originally as an on-demand online reputation management software for public relations, Vocus has begun moving into the social media circle, pouring a lot of energy and effort into their online monitoring. While it offers many of the same features as the other online reputation management tools, it will also filter out aggregator sites, and works to identify and monitor more than 20 million of the most influential blogs.
It also works to rank top tweeters and bloggers by numbers of followers, blog comments, and activity volume, so you can more readily identify the influencers and focus your marketing attentions on them. It can also identify key influencers within a particular industry or social circle.
Sysomos' MAP — Media Analysis Platform — is an online reputation management tool that allows users to launch unlimited queries into conversations and social network updates. It helps marketers understand the key influencers in a particular industry or demographic group. Unlike the other online reputation management tools, MAP has a spam-free database of conversations that dates back to 2006. Other tools can only look at the previous week, or in the case of some analytics tools, only as soon as you activate them.
You can also identify key influencers and get access to their demographic data, like age, geography, gender, and profession, as well as determine their authority and the extent of their social media footprint. Finally, MAP lets you determine whether the sentiment of the conversations are positive, negative, or neutral.
With any of these online reputation management tools, any marketer can see what impact their online marketing efforts are having, and what areas need to be refined and what areas should be used in future campaigns.
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