Much more than a buzz tool…

29 06 2008

rumorAs I already told you in a previous post, Online Reputation Management (ORM) is all about reputation (not only about buzz).

If it’s important to measure your buzz and see if your (online/offline) marketing campaigns are generating reactions on the internet, it’s even more important to assess if this buzz is positive or negative.

Do you imagine the impact of negative rumors/conversations on your brand/name/company results? With ORM you’ll be alerted when negative buzz will be identified. You’ll then be able to react and (maybe) prevent the fast circultation of the bad news via blogs, forums,… You’ll be able to protect your brand or influence your consumers’ perception.

That’s all about reputation!

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B2Win: Managing Brands’ Online Reputations (Press Release)

27 06 2008

B2Win logoBrussels, 27 June 2008 — B2Win (www.b2win.be), an independent Press Relations (PR) agency, has just launched an Online Reputation Management service (ORM – https://onlinereputationmanagement.wordpress.com/). Centred on the online monitoring and protection of client companies’ reputations, the service’s originality lies in the firmly innovative approach it offers to marketeers in this field.

Regardless of which ORM solution best suits the specific needs of a business, B2Win can take charge of the 3 e-Reputation phases: the monitoring of the buzz; the analysis of the results; and the actions aimed at stimulating the client’s Web presence or influencing users’ perceptions.

Because you can no longer afford to overlook one key fact: while a large majority of consumers still buy offline, they nevertheless connect to the Internet to carry out research, read test results and consult the opinions of other users. And due to the growing number of web 2.0 applications (like blogs, wikis, RSS streams, forums, social networking sites, etc.) whereby information can be rapidly posted on the Net, indexed by search engines and picked up on by the traditional media, it is a phenomenon that’s rapidly gathering momentum. It’s essential therefore that company bosses listen actively to what’s circulating online.

“For over a decade now, I’ve been managing the reputation of companies in the media and, these days, there’s no denying that the world of the media and the Internet are becoming significantly intertwined,” explains Valérie Léonard, B2Win’s Managing Director and PR Consultant. “The creation of our ORM service is consequently a logical step for an agency such as B2Win, especially as we’ve historically specialised in the IT and Internet sector.”

Download the full version (in English, French or Dutch) here





More than a tool, a service

19 06 2008

service

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.