Reputation Monitoring for Large Brands

Brian ChappellIgnite Social Media

How Do Large Companies Monitor Their Reputations?

Obtain the most important information

Identify your important keywords:

• Brand name • Key executives• Important employees• Products • Your competitors

Eliminate Noise

Utilize tools that allow advanced Boolean queries

NEAR7((Brand OR Brandspelling2) AND (product OR products OR product1)) AND NOT (unrelated

product)

Important sites and forums in your vertical should be whitelisted

Whitelisting and Blacklisting of sites isn't

enough

AnnoyingSpamSite.com

ReallyImportantSite.com

Automate Blacklisting with Rules

Amazon affiliate code + Adsense + 3 keywords in domain + keyword “buy”

Clean stream of mentions. Ahhh much better, right?

Automated alerts in the form of Email or SMS

Understand your brands overall health

Automated sentiment analysis is unreliable and

often very inaccurate

If you automate make sure you analyze enough data to meet statistical

relevance

Look for tools that do feature level sentiment

scoring

• Entities (persons, companies)• Topics ("hotel room" "room

service" "location")• Concepts ("cleanliness" "value")

Feature Level Examples

Reputation Monitoring Tools For Big Brands

• Sysomos • Radian6 • Buzzmetrics • Alterian SM2 • Converseon• Cymfony• Visible Technologies

Hire a Social API Engineer - Build an internal tool

Its not all about the tools

You cant afford to fully automate monitoring

Take actionable steps based off of daily

monitoring and make iterative improvements

• Improve Products• Optimize Customer Service

Pipeline• Establish Unique Selling point• Mitigate Brand Damage

Summary

Thank You

Follow me on Twitter @brianchappell

Email me: brian@ignitesocialmedia.com