How to choose your ORM tool?

27 08 2008

I finally managed it! πŸ˜‰ Here is THE expected article that compares the leading ORM tools…

I know I previously said that Online Reputation Management was more than tool. But before starting service delivery you need to choose the right ORM tool in order to collect your buzz. Only than you can analyse the results and take action(s) if necessary.

I asked 6 ORM editors to fill in a comparative table divided in 3 main areas:

  1. Monitoring
  2. Analysis
  3. Update

Those 6 solutions are (in alphabetical order):

Beyond the solution cost, you should determined your needs first. Are you active in a sensitive sector (energy, politics, etc.)? If yes, you will mainly use ORM tool & services to avoid or manage crisis. Therefore you’ll have to monitor your buzz in real-time. Your 1st question should than be “what is the monitoring scope of the solution?” Is the tool only monitoring results among SERPS (that means that you will have to wait till the site will be indexed by the search engine and that can takes weeks!) or is it screening all webpages or…? For example: BrandsEye’s scope is SERPS (+RSS on demand) ;Β  BrandMonitor monitors and scrapes all the webpages ; Brandwatch has its own crawler technology that searches the internet for new content on a 24×7 basis ; Distilled Reputation Monitor is working with RSS feeds ; and Trackur aggregates from a wide range of sources.

Let’s take a look more deeply at the monitoring scope of those 6 tools! If they all monitor websites, blogs, forums, social media (Attentio is only monitoring YouTube results) and wikis, some of them are searching among other media such as Twitter (Attentio, Brandwatch and Trackur), RSS feeds (BrandsEye, Brandwatch and Distilled), etc.
What about the analysis functions of these tools?
Some of them are great support for your analysis service. For example:

  • BrandsEye also analyses the external links, the pagerank, the credibility, etc.
  • Brandwatch analyses the author, the credibility and the influence of the results too.
  • Distilled may set up the analysis criteria you want.

Last but not least… You should ask how you will receive the new results and the update frequency.

Attentio is currently working on an e-mail system to deliver updates. Up to now you have to log on its online dashboard to look at you new buzz.
BrandsEye offers e-mail, RSS and SMS updates.
BrandMonitor has no push function. The only way to view new results is to log on the web platform. The system refreshes the results every hour.
Brandwatch delivers updates via e-mail and is developping an RSS option. The system updates the results every 12 hours.
Distilled only updates results via RSS. You may choose the frequency (up to hourly).
Trackur let you know about updates by e-mail or RSS every 1, 6 or 12 hours.

What should be my choice?

If I look at the matrixes and if I take into account the tools fee, I’ll be hesitating between BrandsEye and Brandwatch solutions. They are very efficient with a wide range of functionalities and their costs are affordable: 510,46 EUR for BrandsEye (5 keywords) and 124,62 EUR for Brandwatch (5 keywords).

Attentio and BrandMonitor are very performant but more expensive: 2000,00 EUR for Attentio (5 keywords) and 1500,00 EUR for BrandMonitor (5 keywords).
The BrandMonitor fee is a bid higher than others because BrandMonitor is originaly covering the Dutch market. They need a special setup to be able to monitor the Belgian web sphere.

Distilled Reputation Monitor and Trackur are typical entry solutions. They are easy to use and rather cheap: 24,92 EUR for Distilled (5 keywords) and 59,89 EUR for Trackur (5 keywords). They are good solutions to develop your ORM experience.
It is to be noted that BrandsEye has now a little sister, BrandsEye Blogger, a first entry solution for only 0,68 EUR (1 USD)!!!! More info in a next article… πŸ˜‰




21 responses

27 08 2008
Andy Beal

Great overview and thanks for giving your attention. We offer a 14-day free trial, so I encourage readers to sign up and test it for themselves.

BTW – I Trackur alerted me to your blog post. πŸ™‚

27 08 2008

Hi Andy,

My pleasure! You just prove the performance of you tool (Trackur). πŸ˜‰
Well done!

28 08 2008
Dominic Frost


Thanks for putting Brandwatch up there. I agree it is very difficult for customers to review and compare products as we all make fantastic claims and focus on slightly different areas.

It is relatively easy to create a system that “front-ends” search engines and brings back lists of matches for users to trawl through manually and perform their own analysis.

Our view at Brandwatch is getting the right information is important – not just getting more data, as well as doing the users’ work for them.

For us, this breaks down into two areas: Matching and Analysis.

For matching, there is no point bring back thousands of hits on the word “orange” when you want Orange (part of SFR). While you can get clever and use “and” / “or” / “not” in the search terms, this will still bring back rubbish, or worst – exclude important articles. This is why we use artificial intelligence for matching i.e. the system learns to know the difference between “orange” the mobile company and other uses “orange”. This simply saves everyone time when performing analysis.

Secondly when analysing the data – there is lots of things that should be pulled out automatically – dates, sites, number of mentions etc. are all relatively easy – but only scratch the surface. So I think you could possibly go deeper on your analysis table to include things like: author, citations, links, comments vs. posts, topic extraction etc. For example: if you are getting 1000s of hits a weeks – getting the system to summarise the major topics discussed saves you time. The second dimension to analysis is quality – there is no point having a system if the quality is not high, so some sort of historical accuracy on measures such as matching and sentiment/favourability is a good proof point.

Well – you wouldn’t expect me to talk about these things unless we were good at them!! We are finding the more “experienced buyer” is asking these questions anyway (typically from agencies or larger corporates) and the “first-timers” are typically looking for a basic system to automate their manual “google search”.

Only when they start to see what is possible do they start to understand the benefits of deep analysis, crawling and automation of results.



28 08 2008
Will Critchlow

At the risk of filling the comments with discussion from people behind these tools, thanks for including Reputation Monitor in the list!

Our Individual and Pro accounts have their first month free so I would encourage anyone who is new to the game to give it a go and see what meets their needs.

I also think highly of trackur – Andy is very well regarded in the field and we often mention his tool (as well as our own, obviously) when talking to journalists / in public.

28 08 2008
Matt Riley

Hi Valerie,

Thanks so much for the fantastic review.
We have tried to scale BrandsEye so that we have a range of pricing options and support ( starting at $1 a month for our blogger package), becuase as you point out a good fit is going to be based on the volume of activity you need to track and your available budget.
In terms of BrandsEye’s reach, we not only monitor SERPS (and allow for custom domain monitoring too ), but we infact track any indexable content on the web, not just those delivered in SERPS.



28 08 2008

Hi Valerie,

Thanks for the great review and for spending your time with . Something which you didn’t however mention was the differentiation between BrandsEye with and without BrandsEye Insight.

BrandsEye standard (from $1 a month) is a Online Reputation Monitoring tool and provides up-to-date monitoring of all content online (including Twitter and various other niche social networks :p ).

We also provide an upgrade (an additional $400 a month) which provides analysis of the results by tagging information onto each mention. This information is then used to create a real-time reputation score (and graph) for your brand, sub-brands, key staff or anything else which you wish to monitor. Detailed Media Source, Domain and Credibility Analysis is also available as part of this package.

Thanks again,


28 08 2008
An De Jonghe


Great article: to the point, with relevant info AND pricing, and best of all (in my view): a recommendation from the professional!

Looking forward to more πŸ™‚


28 08 2008


Thanks a lot for the analysis.

We don’t really price by keyword, we have “projects” that are collection of keywords and enable meaningful comparisons. E.g. a project can contact Coke, Pepsi, and the client can get excellent long term trends. We also have robust analytics in the form of sentiment, topic detection and a series of brand profiling techniques (more on this later).

I feel the importance of European coverage is left out here? We cover over 20 languages (properly) and have analysts covering 16 languages. A lot of our demand in UK, US, Netherlands or France come with multi-lingual requirements.

Low end pricing starts at 1000 Euro per month. We also have a free product called Trendpedia which beats the low price above πŸ™‚

Anyway, would like to stay in touch and thanks for putting us in the list!

28 08 2008

Hi Simon, Will, Matt, Tim, Dominic,

Thank you for your meaningful additional input. All extra info may help us selecting the right tool to work with in order to deliver the best ORM service (monitoring, analysis & actions).

I hope we’ll keep in touch and that you’ll also be reactive at the next posts. I still have some nice ideas to discuss… πŸ˜‰

Thanks again for your participation to this review.


2 09 2008
Pierre Leonard

A very good, articulate posting that is also quite helpful to get a grasp of the added value these solutions offer to many of us. Thanks Valerie!

2 09 2008

Great! I look forward to hearing them πŸ™‚

12 09 2008
Oscar Del Santo

Valerie has done the whole Online Reputation Management community a tremendous service with this wonderful posting.

I agree with her that it is important to check which tools are being constantly upgraded and responding to customer suggestions. This is where we believe Trackur has the edge.

Let us hope that as technology improves we see new, more advanced features being added and improved reliability in the existing tools.

12 09 2008

Hi Oscar,

Thank you for your comment.
I totally agree with you. ORM tools are constantly upgrading. It’s an emerging world and we need to educate companies.


14 09 2008
Jaco van Wilgenburgh » Blog Archive » Online Reputation Management (ORM)

[…] already getting quite complex to compare the different product, which leads to what reminds me of beauty contest like comparisons of what the different products can do. Examples of companies in this category are: Biz360 and […]

29 11 2008

Thanks for this, great little resource, though hard to find – after all, how do you optimise this kind of phrase “compare online reputation management tools” πŸ™‚ ?

I’ll link to it from my site.

Currently I’m trialling BrandsEye and I’m impressed with the customer service (Tim Shier called me from South Africa following my feedback that I found it a bit hard to get started).

I tried ReputationHQ (which seemed to make it impossible to narrow my search down to rule out millions of spurious results – and the guys there just didn’t seem to get why that was a problem..).

I tried ‘Trackur’ and was impressed with the simplicity and ease – but slightly disappointed with the 14 day test, seemed just a bit short to get to see how I could use it fully.

BrandsEye made a good move, I think by offering the ‘$1 per month blogger’ version – to get you in, trying it out for peanuts. I might well have continued using Trackur if it had that option.

I think that a lot of these developers assume that we’re all need this product to monitor our reputation. Wrong. I need a product that I can use to monitor my clients’ reputations – AND in doing so, introduce them gently to the whole concept of ORM and why it matters.

The big challenge, it seems to me, is getting the ‘uninitiated’ on board (not the converted). The majority of businesses don’t even know what ORM means or implies and I need a tool that will help me bridge that gap before I can convince a client to buy and use a full-price, full-spec package.

Great work, Valerie – glad I found this.

29 11 2008
Compare online reputation management tools? | 'mu:kaumedia

[…] is a very useful little review of the following ORM […]

28 05 2010
Joey Neff

Haha I’m literally the only reply to your incredible article.

30 05 2010
Paul Givens

Heh am I honestly the first reply to this amazing writing?!

25 08 2010
Social Media ROI & Measurement: Attentio Review

[…] 1.Β  Valerie Leonard shares some insights that include Attentio. […]

30 07 2011
How To Choose An Online Reputation Monitering System | ORM Tools

[…] How to choose your ORM tool? This entry was posted in Uncategorized by kblOoImj. Bookmark the permalink. […]

30 06 2012
Article Marketing Promotion

Fantastic site. Lots of useful information here. I am sending it to some pals ans additionally sharing in delicious. And obviously, thank you to your sweat!

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