Corporate Eye

Monitoring Your Brand Reputation Online Matters

In a recent study by InformationWeek, business technology professionals were surveyed about their companies’ established initiatives for monitoring their brand reputations online and responding to specific types of online conversations about their brands.  As reported by eMarketer, the results aren’t too surprising given that there is no recipe for success for social media marketing yet.

Survey respondents were almost equally split when asked how their companies monitor brand reputations online between using search alert services such as Google Alerts (56% of respondents) and not knowing how their companies monitor brand reputations (40%).  If your company falls into that 40%, you need to put together a plan to monitor your brand’s online reputation immediately.

Following is the breakdown of how survey respondents reported that their companies monitor online brand reputations:

  • Search alerts = 56%
  • Don’t know = 40%
  • Outside vendor = 16%
  • Specialty applications like Radian 6 or Scout Labs = 15%
  • Other = 4%

Even more interesting were the survey results related to how companies respond to negative online conversations and similar social Web activities.  The chart below shows the survey results.

Of course, it’s important to recognize that technology professionals responded to this survey, not marketing professionals.  However, since employees are the strongest brand advocates that a company can have, there is still something to learn from these results.  Employees should be better educated about the brands they work with.  It’s up to brand managers and marketers to put together the initiatives to build internal brand advocates as well as provide the education about how to talk about their companies and brands online.  When it comes to responding to negativity about your brand online, I typically teach my clients the 3 Fs – flight, fight or flood.

Image: eMarketer

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.