Unlike what happens in conventional media such as radio or television, social media establishes a genuine conversation between brand and consumer (or between company and client). The way in which a brand takes care of these conversations and manages user opinions translates into the brand's online reputation .
Online reputation monitoring and sentiment analysis techniques are capable of monitoring all user opinions on different social networks, and are becoming a fundamental tool for improving customer relations by facilitating real-time access to their comments about brands. In some cases, they also allow comments to be monitored taking into account the user's geolocation ( demographic segmentation ).
Online reputation monitoring provides real-time information on a set of statistical magnitudes that describe the instantaneous assessment of the brand on the main social networks based on the comments that are being made about it.
Among the monitored magnitudes, it is worth mentioning:
The volume or number of comments.
Joint assessment ( sentiment ).
The geographic locations from which the brand is cited.
The demographic spectrum of those who talk about the brand.
The frequency distribution of comments on it.
Monitoring also allows us to know from what type of device nigeria phone number access application ( user agent ) the comments about the brand have been entered. It may seem like an irrelevant piece of information, but many companies interested in developing their own communication channels based on mobile applications will find in this statistic a source of valuable information about Internet access habits, which can accelerate or delay their investments in this regard.
Moving from monitoring to action, an advertiser can discover which people are most frequently talking about their brands – the top social media influencers. This allows the company to build a relationship with them and leverage the social influence they may have.
When monitoring Twitter, it is even possible to know the nicknames and avatars of users who comment on the monitored brand, since this social network requires the explicit transfer of all copyright and image rights to its users.
Both Twitter hashtags and hyperlinks associated with the appearance of a brand in a sentence are recorded, so it is possible to know which ones are most frequently used. This service is especially useful when we detect a peak in conversations about a brand that does not correspond to a commercial action by the company. In many cases, these phenomena are triggered by an opinion article in the press or on a blog that has not been reported and that should be promoted or combated.