CHAPTER 16
Reputation Management Monitoring & Reporting

Throughout this book, we have stressed the importance of monitoring your organization’s social media presence through a process known as reputation management. How do you go about managing your reputation? First, you must first determine what you are going to monitor, whether it is employee activity, public communications, competitors, or your industry. Second, you determine the key search terms that will provide the information you need. And, finally, you have to implement the necessary tools and processes to provide an ongoing data stream to monitor and report accurately. When utilizing the available online reputation management systems for social media, you must take these issues into account:

How diverse is your company and in what context do you build your reputation?

Are you trying to anticipate customer needs and customer attacks?

What’s at stake if your reputation is damaged?

How much control can you possibly have over Internet communication channels and online mentions?

How can you track your reputation?

Can you find accurate information about your reputation?

This chapter reviews the processes that are necessary for developing your reputation management capabilities, specifically

Online reputation management

Setting up a monitoring system

Establishing a baseline and comparing historical periods

Using what you learn