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Understanding the digital world of reputation

Will Blackett EVP, Consumer 16/03/2021

In the past 12 months lockdown has accelerated the rate of digital adoption and companies have been forced to adapt quickly and at scale to survive.

Improving the digital content your customers find comes with increasing levels of sophistication of digital offers to help influence decision making.

As many brands have strived to meet the operational demands of a stay-at-home audience, online reputation management has also grown in importance. With a new wave of digital shoppers, the changing dynamics have also placed an increased emphasis on optimizing the online experience.

Improving the digital content your customers find comes with increasing levels of sophistication of digital offers to help influence decision making.

Understanding the online conversations around your brand, and even better being able to compare benchmarks against competitors helps identify:

  • Brand health
  • Campaign performance and owned media impact
  • Influencer sentiment/engagement
  • Media perception

With significant online investment for brands in recent months, understanding how to optimize spend is a must. Not surprisingly brands are increasingly adopting a more formal approach to listening and monitoring, to see how their brands are perceived across the digital landscape.

Earned versus owned media

We’ve highlighted below just a few of the key questions you need to understand in the online ecosystem. For earned media (news, blogs, forums, social media, review sites etc.) these include:

  • Are influencers, journalists and consumers talking about your brand?
  • Are they talking positively or negatively?
  • What share of the online conversation does your brand enjoy compared to the competition?
  • What are the key topics of online conversation around your brand?
  • How have conversations changed over the past 18 months?

Key questions you need to understand from owned media include:

  • How many visitors does your website have compared to competitors?
  • What are the key sources driving traffic to your digital assets (website/social media, app etc.)?
  • How many social media followers does your brand have compared to the competition?
  • How engaged are your social media followers with your content?

By simply answering these questions, you can start to see how activity shifts the conversation volume and sentiment, to help you map out benchmarks and plan future digital activity.

For more information on how we help our clients understand their digital world please get in touch.

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