Are you wondering why online reputation management means? Google your business name today, or checkout comments on Facebook, Instagram, and Twitter. What do you see? Are you well represented online? What do your customers say about the services offered?
In today’s internet economy, online reputation management cannot be overstated. Statistics show that 85% of consumers trust online reviews. Therefore, creating trust or distrust in the market can determine the success or failure of your organization.
A trusted brand has the ability to live up to its potential. Therefore, to tap into the market effectively, you need a good online reputation management strategy. Traditionally, online reputation management was defined as more of an art than science. Therefore, businesses tapped on Public Relations experts to drive online reputation management agenda.
These traditional practices have been replaced with big data and AI. With big data and AI, organizations are no longer guessing what people think about their brand. Through AI and big data analytics, organizations can tap into millions of social media posts, online interactions, and specific mentions to find out what their customers think about their services and products.
Are you already using AI and big data analytics for online reputation management? AI and big data analytics feature fine-tuned algorithms that sift through relevant conversations. Through a combination of big data and artificial intelligence, businesses can notice emerging conversations and tap in.
The big question is “what role does big data and AI play when it comes to online reputation management?” In this post, we review how big data and AI continue to make a difference in online reputation management.
Keeping Track of Brand Mentions Online
By the time you complete reading this sentence, millions of posts will have been uploaded online. Bear in mind that more than half of those posts relate to services offered by different organizations.
For businesses, keeping a track of relevant social media mentions is nearly impossible. Even worse, comments and online mentions will remain on the web forever. Therefore, present and future customers have the ability to review what your past customers say about your services. S
ome of these comments are damaging the organization’s reputation. Therefore, futuristic businesses have prioritized the use of AI and Big Data to enable tracking of online mentions.
Services like Mentionlytics have helped organizations clear up an online reputation. This is through the help of algorithms that feature AI and big data analytics techniques. Therefore, organizations receive notifications of negative, neutral and even positive comments across online platforms.
Through big data and AI-powered social media monitoring, businesses like Knorr can monitor what their customers say about the products they offer. This is through active monitoring of social media comments and responding in real-time to show the customers that you care.
Use of AI and Big Data to Reach Out to Key Influencers
Influencers still play a huge role when it comes to reputation management. Consider that influencers have a huge following on social media and other online platforms.
Brand influencers generate opinions and influence the customers, by being a powerful force to be reckoned with. Apart from helping organizations when it comes to online reputation management, other roles played by influencers include:
- Making brands personable
- Creating positive associations with brands
- Improving brand management
Reaching out to key influencers in a niche market has helped organizations achieve ultimate reputation management. This is through using influencers to post positive comments regarding an organization and its products.
However, for organizations, the challenge has been discovering the right influencers. Through the application of big data analytics and AI algorithms, organizations are discovering key influencers.
This is through the ability to dig deeper than just looking at a number of followers and the number of likes to discover influencers. To find the right brand influencers, you need a platform that involves multiple algorithms to filter the selected candidates. The objective is to attract the influencers that produce the content that resonates with your brand objectives.
The parameters to look at when determining the right influencer includes:
- The influencers key interests
- Languages (both spoken and written)
- Audience reaching abilities
- Audience insights
- Influencers engagement rates
- Posting frequencies
- Brand mentions
- Sentiment of comments
and much more. Therefore, using big data analytics and artificial intelligence, an organization can discover a social media influencer who resonates well with their campaign intents, as well as social media followers.
Use of AI and Big Data in Measuring Brands Online Performance (Sentiment Analysis)
I began this post by asking you whether your brand is well represented online. A question that you are likely to ask is “how do I measure the performance of my brand online?”
Well, measuring the performance of a brand is not rocket science. By just looking into and analyzing the posts uploaded online, you can tell whether you are on the right track or not. However, you cannot do this on naked eyes. You need a properly crafted strategy that uses big data analytics and artificial intelligence to measure brand reach. Using AI and big data analytics, organizations can gauge the performance of their online campaigns.
For instance, campaigns focusing on brand popularity online need to be properly crafted to achieve the objective. Therefore, an organization will need an ability to monitor likes, comments, and shares, to have a sense of how well they are faring. Where you are not getting the expected results, you will be able to deploy strategic measures to improve the performance. This way, organizations are able to maximize their reach and target the relevant audiences.
Ultimately, such organizations are able to gain insights into what their customers want and how they prefer it done.
In the end, this yields a positive reputation online, improving the performance of brands. Consider online reputation management software that analyzes comments online, rating these comments as positive, negative or neutral. Therefore, if you are getting negative comments, it means your reputation is on the decline, and you need a strategy to counter this.
Positive comments mean you are on the right track, while neutral comments show that more needs to be done to keep improving your online reputation.
Use of AI and Big Data Analytics to Discover and Join Conversations on Real-Time
Social media conversations could build or damage the brands’ reputation. Therefore, businesses that are able to identify and join conversations have an upper hand when it comes to online reputation management. To discover relevant conversations in real-time, organizations are leveraging on Artificial Intelligence and big data analytics. Therefore, this gives the ability to respond to any negative comments.
This protects the organization before negative social media posts go viral. Consider that unhappy customers are posting their experience on social media. Some will even go to the extent of publishing an article criticizing a service offered by the business. The outcome of the conversations could be negative or positive.
The outcome entirely depends on the ability of an organization to respond to these claims on a timely basis. KLM Royal Dutch Airlines is a good example of an organization that is keen to respond to online conversations. On their Facebook page, KLM actively listens to conversations delivering quick replies to customers. This helps to protect their image.
Use of AI to Monitor Industry Trends Helping in Online Reputation Management
Keeping up with industry trends is part of ensuring reputation management. Ideally, organizations want to make sure they are the ones driving industry headlines. You want to monitor what other industry players are saying and add your voice in order to grow or improve how consumers perceive your business.
By doing so, your organization will be able to come up with major strategies to make sure the business remains relevant in front of the customer’s eyes. This is a huge initiative when it comes to online reputation management. The use of big data analytics and AI helps the organization remain alert to upcoming news.
Consider that, through AI-enabled brand mentions software, an organization can spy on the conversations their competitors are having. This is important in ensuring they stay ahead of industry news.
Use of AI and Big Data to Spy on Competition Hence an Ability to Improve on Delivery
The quality of customer service takes the center stage when it comes to brand reputation. Organizations need to make sure that their products provide top satisfaction.
Moreover, no organization wants to come second regarding the delivery of quality goods and services. In that regard, it is advisable that businesses spy on the strategies that their competitors are working on. You will find several comments and posts from competitors giving you an indication of their planned course of action. However, this is through the deployment of social media monitoring using big data and AI-powered applications.
Through such initiatives, an organization is able to maintain positive online reputation management. Consider those happy customers who will go on social media posting stories of their satisfaction. Ultimately, this becomes a good practice towards online reputation management.
Big Data and AI Enable Cost-Effective Online Reputation Management
Imagine if you were to employ staff to monitor all your social media accounts manually. This would entail having full-time staff responsible for monitoring each social media account. Moreover, you would require monitoring all relevant web postings. Financially, this would be a huge investment taking up a huge percent on your marketing budget.
However, deploying a social media monitoring platform that is powered by big data and AI makes the experience much easier. Moreover, it comes with a cut on the budget to be spent on online reputation management.
With AI and big data analytics, an organization can monitor all social media platforms and the web in one dashboard. Web monitoring platforms that come with big data and AI also feature email alerts. Therefore, organizations can achieve hassle-free online reputation management.
In addition, organizations can cut on a number of staff, while at the same time achieving efficient online reputation management.
AI and Big Data Enable Tracking of Business Partners, Suppliers, and Resellers
The reputation of an organization touches on different aspects. The business partners, suppliers and even those reselling your products or services could affect your reputation. Therefore, it is imperative that organizations track their business associates. More and more organizations are deploying big data and AI to find out how their partners and resellers represent their brand online. This is through tracking their feedback to the end consumers.
Ultimately, an organization is able to deliver quality services. Through AI-enabled reputation management, businesses can track down unauthorized resellers.
Businesses Are Using Reputation Data to Better Their Services
Another important aspect of online reputation management is improving on service delivery. In addition to adjusting customer service, organizations are able to monitor customer’s complaints.
This enables the identification of strengths and weak points in their services. Ultimately, big data and AI enable the delivery of better services.
Conclusion
Big data can be thought of as an asset that is not easy to exploit. On the other hand, Artificial Intelligence is seen as a key to unlocking the value of big data.
A combination of big data and AI introduces the concept of big data analytics. The convergence of big data and AI is emerging as the single most development in online reputation management. As illustrated herein, big data analytics enable a better approach to online reputation management. Therefore, if you are looking to do more with online reputation management, it is time you introduced AI and big data analytics.
This is simply through adopting social media and web monitoring tools that feature Big Data and AI to come up with an improved algorithm for online reputation management.
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