One that I like to use if I am spot-checking keyword phrases is Social
Mention. As you type in keywords, you get a list of tweets and posts relevant to
your keyword phrase. You also get a report on sentiment. This can be helpful as
you want to spot-check different keywords.
Another aspect of monitoring is to type the keywords into a search engine and
see what results appear. If you have negative listings that appear next to your
brand, you may want to develop an SEO campaign to suppress the negative ones
with fresh positive content.
Social Mention – socialmention.com
Google Alerts – google.com/alerts TweetBeep – tweetbeep.com
Technorati – technorati.com
BlogPulse – blogpulse.com
TagBulb – tagbulb.com
Step 2: Evaluate and interpret. Since there are many tools
that help to automate the process of finding conversations online and measuring
sentiment, you can easily miss this important step if you are not careful. It is
important to read through the results and try to interpret the true meaning.
Set up a process where you identify key statements from step one that you
feel are impactful regardless of the sentiment. Then read those aloud to your
team and try and interpret what is really being said. The information that comes
out of a team discussion during this interpretation session can make a big
difference in your entire online reputation management strategy. It will provide
you with the right basis as you decide how you are going to act on what you have
learned.
Once you have interpreted the various messages and conversations you have
mined, you should place these into several categories that you will address in
the next step. Some of these categories could be broken down into:
Positive Negative Branding
Personnel Regional Industry Reated
Step 3: Engage and act. Now that you have a list ofcategories you wish to address and you have the basis for what the issues are
you want to focus on, you need a plan of action. I suggest that you put together
a type of editorial calendar that allows you to plan how and when you will act.
This will help you pace yourself and act when the timing is best.
For each of your categories you made in step two, you should plan a specific
action you will take to address them. For instance, you may want to directly
comment on a blog post or you may wish to write an article or white paper that
addresses a specific concern or perception. Once you have your editorial plan in
place, assign you or your team members to execute the plan.
There are two strategies to consider, reactive and proactive. Reactive is to
have accounts set up and people in place to quickly respond to conversations
(positive or negative) that come up. In this case, a policy should be put in
place on what should and should not be said as team members respond to comments
and feedback. Additionally, you should identify at what point is an issue
serious enough that it should be escalated to a higher level for the correct
response. Issues can happen overnight and you need to have a plan in place and
be ready to act at a moment's notice.
Acting proactively is an important part of any reputation strategy as you
plan positive messages, articles, press releases, etc. to insure you have a
constant flow of content that you have planned in advance from your editorial
calendar.
Remember that this is a cycled process. Once you are done with this last
step, you need to start over and listen and monitor to see if your efforts have
made an impact.
Mention. As you type in keywords, you get a list of tweets and posts relevant to
your keyword phrase. You also get a report on sentiment. This can be helpful as
you want to spot-check different keywords.
Another aspect of monitoring is to type the keywords into a search engine and
see what results appear. If you have negative listings that appear next to your
brand, you may want to develop an SEO campaign to suppress the negative ones
with fresh positive content.
Google Alerts – google.com/alerts
Technorati – technorati.com
BlogPulse – blogpulse.com
TagBulb – tagbulb.com
Step 2: Evaluate and interpret. Since there are many tools
that help to automate the process of finding conversations online and measuring
sentiment, you can easily miss this important step if you are not careful. It is
important to read through the results and try to interpret the true meaning.
Set up a process where you identify key statements from step one that you
feel are impactful regardless of the sentiment. Then read those aloud to your
team and try and interpret what is really being said. The information that comes
out of a team discussion during this interpretation session can make a big
difference in your entire online reputation management strategy. It will provide
you with the right basis as you decide how you are going to act on what you have
learned.
mined, you should place these into several categories that you will address in
the next step. Some of these categories could be broken down into:
Positive
Personnel
Step 3: Engage and act. Now that you have a list of
you want to focus on, you need a plan of action. I suggest that you put together
a type of editorial calendar that allows you to plan how and when you will act.
This will help you pace yourself and act when the timing is best.
For each of your categories you made in step two, you should plan a specific
action you will take to address them. For instance, you may want to directly
comment on a blog post or you may wish to write an article or white paper that
addresses a specific concern or perception. Once you have your editorial plan in
place, assign you or your team members to execute the plan.
There are two strategies to consider, reactive and proactive. Reactive is to
have accounts set up and people in place to quickly respond to conversations
(positive or negative) that come up. In this case, a policy should be put in
place on what should and should not be said as team members respond to comments
and feedback. Additionally, you should identify at what point is an issue
serious enough that it should be escalated to a higher level for the correct
response. Issues can happen overnight and you need to have a plan in place and
be ready to act at a moment's notice.
Acting proactively is an important part of any reputation strategy as you
plan positive messages, articles, press releases, etc. to insure you have a
constant flow of content that you have planned in advance from your editorial
calendar.
Remember that this is a cycled process. Once you are done with this last
step, you need to start over and listen and monitor to see if your efforts have
made an impact.
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