A WHITE PAPER BY JACQUES WARREN
E-REPUTATION ANALYSIS, OR HOW TO LISTEN TO YOUR CONSUMERS
Today, a brand’s reputation depends on an increasing number of factors, most of which the brand itself can no longer control. Our reputations are defined by what others think and say about us, and today more than ever, companies’ reputations are being built and redefined digitally on the Internet. It’s therefore essential for all brands to “listen in” to their e-reputation, or what is being said online.
It may turn out that no-one talks about your brand (which would be quite tragic, let’s be honest!), but chances are content exists about your brand (whether in the form of blog articles, PR articles, user comments, social media posts, reviews, ratings, etc.). And of course, technology exists to capture all of this information! An unbelievable amount of content is produced on the web on a daily basis at an ever-growing rate. We can therefore expect that:
- The importance of a brand’s online reputation will only increase
- Consumers will continuously consult and consider a brand’s online reputation
- Social networks and digital platforms will continue to be key for consumers when gathering information about a brand and making purchase decisions
To truly understand your e-reputation, you must know how to measure its impact.
Technologies have kept up with these developments, and today’s marketers have access to powerful solutions to capture and process large volumes of data generated for e-reputation analysis. It is no longer a question of simply parsing a few press articles, but rather detecting what is said about your brand all over the Web (and how it is said), and understanding how it can influence your business.
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