E-consultancy: Web reputation monitoring set to grow
Your reputation is being reflected and effected online even if you aren’t active online yourself. It is important for companies to know what is being said.
New research has predicted that British firms will employ online reputation monitoring tools more this year as a result of a number of factors.
Conducted by E-consultancy, the study suggested that businesses may be more likely to complement their website promotion strategies with initiatives to ensure their brand is not being unfairly attacked online.
The Online Reputation and Buzz Monitoring Buyer’s Guide said that the market for online brand monitoring tools and services could grow by up to 30 per cent in 2008, reaching a total value of £60 million.
This boom may be attributed to the increasing use of social media and the ability of technology to scan forums, blogs and other social content when standard search engines might not be able to do so.
“Increasing media fragmentation, changing consumer behaviour and the increasing breadth of consumer channels are all trends which make it harder for brands and individuals to track their online reputation,” said E-consultancy research head Linus Gregoriadis.
E-consultancy’s Aliya Zaidi said earlier this year that it is important for marketers to have metrics in place that can assess online reputation as well as measure volume and influence when it comes to social media.