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BizReport : Search Marketing : June 10, 2009

TruReputation scores online content

A new solution launches this week with the promise to help marketers better control online reputation through search. From Visible Technologies, TruReputation hosts a suite of tools to help businesses and brands manage how their messages, content and reputations stand up.

by Kristina Knight

repbuilder.pngTruReputation works by helping to measure reputation rank within search engines. Why search engines? Because more and more consumers are turning to search to learn about products, brands and companies. In April more than 8.5 billion search queries were performed in the US alone. TruReputation Score uses a set a algorithms to 'score' reputation across all major search engines based on the sentiment of the content in search results. Higher scores show more accurately how business reputations are standing up in the online realm.

"[S]earch engines are the primary tool people use to navigate the Internet. The influx of consumer-generated content on the Web, which can be highly biased or inaccurate, has caused the dynamic of search result rankings to rapidly fluctuate, making search reputation management even more of an imperative for individuals and businesses than ever before," said Jim Webber, executive vice president of TruReputation, Visible Technologies. "In today's turbulent economic times with increased media scrutiny of our business leaders and public figures, protecting one's reputation online is no longer a luxury, it's a necessity."

Because a score is offered, brands can see potential problem points before reputation reaches a crisis point and begin rebuilding reputation from the moment something goes wrong. Marketers can also defend brands against fraudulent attacks.

Tags: brand management, online reputation, reputation management, search marketing, search queries, TruReputation, Visible Technologies

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