Online Reputation: A Concept Up in Today’s Corporate World

Many traditional marketing companies have made the effort to create their own tools and services related to Online Reputation Management.

Until recently, it was important to build the brand, and then dissemination and strengthening through good communication and marketing strategy. Web 2.0 allows and encourages interactivity and massive participation of users in general, has created a new space in which companies cannot control everything that is built around the brand.

Regarding the Reputation Online, there are basically two lines of action:

  • Monitor all that is said and published on a brand, after an analysis, acting on the points that have generated negative comments and empower those, who have provoked praise and positive references.
  • Acting directly on Social Media, where they generate comments, references and conversations of users, to create a flexible and dynamic process that allows creating a preventive against the bad reviews and a more rapid and effective way in rectifying.

To complement this, experts recommend having a good SEO strategy, which prevents negative comments, which always can be, are positioned in the search engines over the website of the company or brand.

Free Monitoring Tools

There are a good number of simple applications, free and very useful that specialize in certain actions or means:

Google Alerts: Custom alerts for sending news published in relation to a company, brand or campaign.

Blog Search on Google: Blog specific searches.

BlogPulse: Developed by Nielsen. It lets us see graphically and mentions the volume of selected search terms to make a comparison for a period of up to six months.

Twingly: Blogs and microblogs searches, which are similar to the above, but adds a ranking based on the number of links generated.

Wikio: Directory of both blogs as media, which allows you to search and locate a commentary and articles about your company.

SocialMention: Real time tracking social media. It includes popular sentiment indicators and trends. We can see the comments that come from blogs, microblogs and bookmarks.

Twitter Search: Search for all that is said in real time via Twitter.

Swotti (Relevantie) indicating the name of the company or brand, you can see the views and comments you have on the net about it, ranking among the most important, the best, the worst, or the most recent. It also shows the photos and videos you find on the company, among other data.

These selection and configuration works are not done in one day. It is a process of testing, changes and experience, which end in a refined global tool, which will have to be updated periodically.