Managing the integrity and consistency of your brand and other related risks can be challenging. This is particularly so in the digital world where the proliferation of channels, speed of message, lack of control and desire to innovate can all act as forces that work both for and against you. Consider how digital can impact organisational reputation, for example.
An insightful article in MarTech Today from digital commentator Kristina Podnar suggests how marketers and brand specialists can operationalise the management of risk to brands, and get the right balance between risk management and opportunity. Podnar positions sentiment analysis as an essential ingredient in making this happen.
We see real value in Podnar’s approach, but it can be hard to put it into action. Unless there is a dedicated role tasked with managing brand risk, many digital teams will not be as active as they should be in actively monitoring what is being said online about their organisation, let alone deriving insights to drive strategy and tactics.
There are many reasons why this is the case, but often it is simply down to resourcing and budgeting. An in-house resource may not have the time to monitor channels and carry out related analysis, while the cost of an external agency or service to monitor risk may be considered too expensive.
Realistically, automation needs to be central to any strategy to protect your brand reputation online. This is principally to monitor and identify the instances and mentions of your organization, brand, product and other aspects of your ecosystem and network, and alert you to where there may be issues. Automation may also drive sentiment analysis and associated scoring. Any approach that incorporates sentiment analysis or any kind of online monitoring that doesn’t involve automation is simply unrealistic because of the sheer scale of data and content.
Any team wishing to follow something approaching Podnar’s methodology would need to use automated approaches in the following ways:
Although we are not a sentiment analysis engine, the automation capabilities of a product like Sitemorse can make brand compliance, consistency and risk assessment more achievable. Relevant capabilities include:
In the world of digital managing your brand and your reputation by monitoring and identifying risks and trying to establish brand consistency is important. To make this happen make sure you use automation as part of your strategy, building sentiment analysis on top of this to drive insights to inform your deeper digital marketing strategy.
To find out more about how Sitemorse can ensure your Brand is delivered consistently, please visit https://sitemorse.com/assessment-categories/brand