offer an assessment of the degree of engagement — how enthusiastic or hostile a statement might be.
Some people then take this information, along with frequency of posting, and use their own proprietary formulas to assign a quantitative value to your online reputation, as shown in the example from The Brand Grader (free) (https://onlinereputation.io/brand-grader) in Figure 4-8.
Courtesy of https://onlinereputation.io/brand-grader
FIGURE 4-8: A portion of The Brand Grader report for Netflix.
Be cautious about assigning too much weight to these brand reputation tools, some of which are described in Table 4-5. They may produce widely varying results, and most rely on software that can’t understand complex sentences or shortened phrases with words omitted. If you think your dense sibling doesn’t understand irony, don’t try sarcasm with a computer!
Notwithstanding the warnings, experiment with one of the free or freemium sentiment-measuring tools in Table 4-5 to see what, if anything, people are saying. (Freemium tools offer a free version with limited features; more extensive feature sets carry a charge.) Those results, such as they are, will become one of many baselines for your social media effort. Unless you already have a significant web presence, you may not find much.
TABLE 4-5 Brand Sentiment Resources
| Name | URL | Description |
|---|---|---|
| Attentio |
http://attentio.com
|
Social media dashboard to track sentiment and more; paid |
| BrandsEye |
www.brandseye.com
|
Online reputation tool; paid |
| Oracle CX Marketing |
www.oracle.com/us/solutions/social/overview/index.html
|
Social relationship management tool; paid |
| Reputology |
www.reputology.com
|
Monitor and respond to online reviews; paid |
| Mention |
https://mention.com/en/
|
Real-time alerts for mentions of your brand’s name; free and paid |
| Ubermetrics |
www.ubermetrics-technologies.com/blog/free-social-media-monitoring-tools
|
List of free social monitoring tools |
| Social Mention |
http://socialmention.com
|
Provides various statistics such as sentiment, top keywords, and sources (see Figure 4-9) |
FIGURE 4-9: The Social Mention results for Netflix.
Of course, many of these tools are designed for use by multinational corporations worried about their reputations after negative events, such as the Takata airbag recall or the 2016 scandal about Wells Fargo Bank staff who were pushed to create fake customer accounts.
Book 2
Cybersocial Tools
Contents at a Glance
1 Chapter 1: Discovering Helpful Tech Tools Keeping Track of the Social Media Scene Saving Time with Content-Distribution Tools Alternative Content-Distribution Services Snipping Ugly URLs Using E-Commerce Tools for Social Sites Keeping Your Ear to the Social Ground Measuring the Buzz by Type of Service
2 Chapter 2: Leveraging SEO for Improved Visibility Making the Statistical Case for SEO Thinking Tactically and Practically Focusing on the Top Search Engines Knowing the Importance of Search Phrases Maximizing Metatag Muscle Optimizing Your Site and Content for Search Engines
3 Chapter 3: Optimizing Social Media for Internal and External Searches Placing Search Terms on Social Media Optimizing Blogs Optimizing Images, Video, and Podcasts Optimizing Specific Social Media Platforms Optimizing for Mobile Search
