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BizReport : Social Marketing : March 03, 2010

Manage brand with upgraded truREPUTATION

Social media solution Visible Technologies has upgraded their truREPUTATION solution to include brand management tools in the social space. The version 2.0 offering gives marketers the ability to manage both brand reputation and individual reputation, in the cases of celebrity 'brands' such as Tiger Woods, Donald Trump or Martha Stewart.

by Kristina Knight

The 2.0 offering gives marketers a suite of tools including a reputation manager, monitor, snapshot and viewpoint. The viewpoint tool has the greatest potential to help marketers as it goes seeply into content to score it for sentiment and recommendations. This should help marketers improve online rankings.

"Reputation management is no longer just an issue in times of brand crisis, but a pervasive part of business that can have a major impact on sales, customer relationships and company valuation," said Blake Cahill, senior vice president of marketing, Visible Technologies. "TruREPUTATION 2.0 empowers brands with the tools needed to easily manage the search results that influence their public perception, ensuring Web searchers can find the most accurate, important and relevant information about the brand."

Through the manager and monitor tools brands can manage domestic and international search engines for content, customer support and intelligence; the tools offer tracking and reporting features to help brands stay abreast of social content and conversations. The snapshot tool will likely get the most 'looks' as it gives a summary and analysis of how brands are faring in the social space.

Late in 2009, as the Tiger Woods scandal broke, many brands realized how quickly bad press can scour the internet. Brands using celebrity endorsements, even those who have already severed the relationship, can be harmed when a scandal hits. The key is to be prepared for the bad press and act quickly to protect reputation.

Tools like the truREPUTATION suite can help brands stay abreast of public sentiment during scandals and even when there is no scandal or bad press on the horizon. Knowing how consumers feel about products and working to ensure their concerns are dealt with quickly can be the difference between a solid and sinking brand.

Tags: brand management, brand reputation, Visible Technologies

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