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Reputation Management (Software): Do You Need It?

As user generated content and social media campaigns zoom sky high, so is the possibility — no, probability — that people are talking about you and your brand online. Even if you don’t have a social media campaign yourself.

Good talk or bad — this is great information to feed into your overall content strategy.

Traditionally, your PR firm tracks and manages the publicity. But when the discussion becomes a cloud of voices, and you’d like to maintain your brand and build customer relationships, how do you tackle it all?

The answer? Reputation management tools. It’s what everyone was talking about yesterday at the Inbound Marketing Summit in San Francisco. Who needs them? What do they do? Why pay when there are free tools?

The free way is to track online chatter manually via Google Alerts, blog searches, Twitter searches, and searching on other social media platforms, such as Digg and Delicious.

Another way is to let software to do it for you. Reputation management software may give you additional insight to patterns and frequency of online opinions and discussion — which can help you provide more valuable content — and help everyone in your company know how to respond appropriately in the social-sphere. I like it.

The reputation management companies represented at the conference were:

Crimson Hexagon
DNA13
Radian6
Spiral16
Visible Technologies

Posted by Shelly Bowen on Apr 29, 2009. Filed under Branding, Content Marketing, Web Content Strategy

 

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