The rise of social media, including blogs and review sites, has created a need to monitor posts and gauge consumer sentiment. Although Google Alerts has been around for years—and many organizations use it and similar tools to track online postings—many organizations lag far behind. However, reputation management tools are becoming more sophisticated and indispensable. “Companies must have a sure-fire way to keep track of what’s being said about their brand,” analyst Hines told CMO.com.
For example, Skweal now offers organizations the ability to keep negative comments offline by resolving them privately via e-mail or text messages. Complaints get routed to the right person. Others are introducing services that comprehensively track negative reviews or write-ups and help organizations develop a more strategic plan for resolving specific issues as well as ongoing problems.