If the ORM tools are able to gather all online conversations about your company/product/competitors/etc who is going to check all the results to assess if they are positive or negative, to detect communication opportunities…???
If some tools are able to read the conversations in order to alert when there are negative input, are they able to understand all languages? And what about the acronymes, irony or play on words???
When negative buzz is found who is going to analyze it (source, ranking, external links, positioning in Google results,…)? How do we determine what are the best action(s) to take?
Beyond the monitoring of your buzz, the Online Reputation Management is all about analyzis and actions. It means manual work and human consultancy.
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