Digital Reputation is the reflection of the prestige or esteem of a person or brand on the Internet. It is not entirely under a brand’s control; rather, all internet users can contribute to shaping it through their content, comments, and opinions.

Most of the time, when a user shares content about a brand, it tends to be critical/negative, and it is precisely this type of content that can easily achieve wide reach.

If not managed properly, it can negatively affect a brand’s overall reputation, moving from the online environment to the offline one, and vice versa, generating even more chaos and losses:

• Criticism in the digital environment can lead to a loss of customers at the physical location.
  
• Negative comments in the digital sphere can affect the brand’s reputation. They can sway the (traditional) purchase decision of undecided customers in favor of direct competitors.
  
• Criticism in the offline environment can trigger brand boycotts spread through online channels, as well as negative comments on review platforms and forums.

Through monitoring, we can detect certain scenarios and cases that are harmful to the brand and should be controlled and resolved:

• That there is brand impersonation on a platform.
• Publication of critical-negative content by users.
• Brand boycotts.
• Viral spread of news about the brand, usually negative in nature.

How to detect negative content through monitoring?

1. First, by selecting the keywords to monitor and creating combinations among them.
   Combine the brand name or the province with negative words (“scam”, “poor quality”, etc.) or positive ones (“I love it”, “very useful”, etc.). As a result, you can detect comments that would otherwise have gone unnoticed.
2. Next, identify all social platforms and domains that match corporate keywords to detect possible impersonation, illegitimate use of the brand, or accounts taken over by third parties and left unmanaged by the organization.
3. Finally, set up content alerts in Google Alerts and in the selected monitoring tools to detect news, comments, and content about your brand.

Brand digital reputation monitoring tools:

• Google Alerts
• Social Searcher
• Mention
• Ubersuggest
• Buzzsumo

Social media monitoring tools:

• Hotsuite
• Metricool
• Social Rank
• Audiense
• Tweetbinder

To maintain control over online reputation and the opinion a brand generates among customers, we must carry out an ongoing brand monitoring process.

It is advisable to organize it across as many websites and social platforms as possible and produce periodic reports from which we can derive users’ overall sentiment.

As a result, you will be able to identify critical points where you may begin to lose customers’ trust.

If you are concerned about your brand’s reputation or are experiencing some type of online crisis, we will help you. This way, you will be able to identify:

• users’ content and sentiment.
• monitor and identify the sources and channels where they are occurring.
  

Therefore, we will help you develop a crisis management plan and a crisis communication plan.

At onBRANDING, we are experts in Cyber Investigation, Digital Identity, Online Reputation, Privacy and Cybersecurity, digital identity, corporate and personal digital identity protection, and protection of the identity of protected witnesses.