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When it comes to managing and measuring a brand’s reputation online today, it should not be a case of one-size fits all. Analytics tool can help assess sentiment towards a brand, but personal human involvement is important too.
The task of managing reputation online is multilayered. A critical element is monitoring the way conversations – be they general feedback, a reaction to a company’s initiative or identifying an opportunity to strengthen ties - around a brand are shaping up. Social media teams have to respond in real-time as they assess conversations. Of course, there is scope for using analytics to address the vast amount of social content as well as the variety of formats (text, audio and video). For instance, sentiment analysis has made steady progress when it comes to evaluating reputation.
EyeforTravel’s Ritesh Gupta talks to Piper Stevens, director of social media, Loews Hotels & Resorts, about managing reputation, sentiment analysis and how best to approach feedback on TripAdvisor, Facebook and Twitter.
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