Brand Reputation Monitoring

Being mindful of both good and bad comments left by users is important for maintaining an online presence. Understanding what an audience is saying, and determining whether their sentiment is positive or negative, is key to building trust. And when almost anyone can leave a comment, either good or bad, it is more important than ever to keep an eye out for potentially harmful situations that could spiral out of control. That's why the following practice is vital.

Using social listening tools and analytics platforms, brands can stay in tune with how their name—or associated keywords—is being used in conversation. They can sense when and where sentiment is shifting and get a pretty good read on the direction it’s going. And with the insights that discussion gives them, they can make some pretty informed decisions about the present and future state of their business.

Monitoring a brand's reputation also involves issues that are more proactive and involves addressing complaints from customers more often than one might think, responding to them in a way that suggests an effort toward preserving and maintaining the appearance of a good and trustworthy reputation.

Monitoring also helps in the areas of customer service and public relations. But even more than that, it assists brands in:

figuring out how well their marketing campaigns are working;

determining how they could better engage their audiences;

watching their competitors; and

gauging the general dynamics of their industries and audiences on social platforms.