Interview: Michelle Goodall on Planning ‘Moral Marketing’ Campaigns
By Gemma JoyceFeb 18
For a long time, before social intelligence was a thing, before social listening became trendy – before even the term social media monitoring was whispered – the kind of thing that Brandwatch Analytics does so well was referred to as ‘online reputation management’.
Or, at least, a variation on that phrase.
So, it’s no wonder that reputation management remains one of the most widely-adopted use-cases for Brandwatch customers.
In fact, lots of the functionality we build at Brandwatch is centered around this need – take a look at our March 2015 release of Signals, if you haven’t already marvelled at its mad, magical ability to detect patterns in your data.
We know that remaining alert to crises, and mitigating any kind of potentially damaging risk is crucial to brands operating in the age of social.
We’re also acutely aware of the need for brands to maintain a strong, positive online image in the public eye. It’s a matter of hard cash – online reputations are what drive purchasing decisions, after all.
So it’s with this sentiment in mind that we built our new Dashboard template for this very set of people who might be interested in managing their brands’ reputations.
You may have noticed the new Dashboard templates when you’ve been opening new Dashboards in the platform.
Don’t be scared, these are just new default ways of looking at your data. We wrote all about why we did this in a blog post last month.
You can think of them more as starting points – a convenient place to start exploring the data in your Queries, but from a point much closer to what you want to do than the default Dashboard offers – which is practically everything all at once.
The Reputation Management Dashboard is, obviously, one such starting point.
Rather than throw everything we’ve got at you when opening a new Dashboard, selecting the reputation option will now only throw the most relevant, useful things at you instead – assuming you’re into reputation management, that is.
If you’re more of an influencer kinda person, maybe you should click on one of the other templates instead.
So, after choosing which Query to power your reputation Dashboard, you’ll be presented with the healthcheck tab.
Don’t be scared though; this is simply our name for taking the temperature of your brand’s reputation. In fact, depending on who you work for, the result actually might be a bit scary.
In a nutshell, this healthcheck compares the volume of negative conversation about your brand to the volume of positive conversation about your brand, using automated sentiment analysis, and all in a digestible pie chart format.
We’ve also taken the trouble to remove the bland bits too, so all of the neutral – or more accurately, unclassified – mentions are not included in this chart.
Beneath this, you’ll see the topic of negative conversation broken down by gender, helping reveal which themes among the cynicism are popular with each gender.
We’ve designed this first tab to be the quickest way to get a snapshot of what people have been saying about your brand. But there’s more. Much more.
The next two tabs start to shed a little more detail.
First up is the timeline.
This shows the same kind of data in that delicious pie we mentioned earlier, but spun out over the past 31 days, which is the timeframe that all of the components in this Dashboard are set to encompass by default.
Viewing the data in this way might start to shed light on how people have perceived your brand over time. Here you might notice a peak in either positive or negative sentiment on a particular day.
Clicking it, like with everything in Brandwatch, will reveal the specific mentions behind what might be causing it.
The following tab, Topics, continues on the binary theme, displaying first the naturally emerging topics in the positive conversation, and secondly, right beside it, the negative topics.
Anyone already familiar with the Topics component will know that you can zoom into any of these phrases to view subtopics, or click to see the matching mentions behind any of them too.
Comparing similarities in phrases across the two clouds will underline emotive terms about your brand (or maybe just popular ones), whereas spotting discrepancies between the two should help highlight what it is that’s making your audience say such wonderful, or indeed horrible, things about you.
The fourth tab lists the top 100 detractors talking about your Query, which we’ll assume is your brand in this case.
This table displays authors and some information about them, such as follower counts, and is sorted by the number of times that these accounts have posted negative comments about your brand.
It can be incredibly difficult to get unhappy people to stop saying such nasty things, but just staying up to date and remaining alert to the loudest, most persistent brand detractors can be a critical part in any online reputation management strategy.
The final two tabs look at what’s being said in the media. Using MozRank to, um, rank them, the top 10 news outlets that have published negative articles about your brand are displayed.
What you choose to do with this information is up to you, but we recommend getting in touch with the journalist to find out more about why they wrote such dreadful things about you, and maybe take them out for a nice lunch to talk about the next article they plan on writing.
The very last tab shows every negative news article you’ve been featured in over the past month, presented on a day-by-day basis.
This should help uncover which days might have been particularly poor for your brand in the papers, prompting you to embark on a journey to find out why. Or not have to at all, if that lunch with the journalist went well.
We hope that our thinking behind these Dashboards is clear.
We want to put the useful, interesting stuff in front of the people that need it,and, ideally, present it in a way that means all of the other stuff gets shoved aside at the same time.
Expect to see much more from us with this kind of thinking in mind, and keep your eyes out for another post on our next Dashboard template next week.
Finally, please remember that we love seeing the work that you good people do too. Feel free to send us your Dashboards, and perhaps some of the best ones might find their way into the platform.
Even if they don’t, it might be the kind of thing we want to share with the world, so start Dashboardin’.