Home / Monitoring Imooty. Fresh posts., Online Reputation Monitoring, media intelligence, media monitoring, online monitoring, online reputation management, social media monitoring / Online reputation monitoring and community management
-->
Online reputation monitoring and community management
Online reputation monitoring has become a standard tool in a PR industry constantly adjusting to change. One commonly hears that new tools and practices have everything to do with changes in technology. But is that really true?
Sure, technology has pushed a paradigm shift on traditional media. Long gone are the days when radio, TV and newspaper’s had a monopoly on expressing opinions. However, sudies show that the main change taking place is sociological.
PR professionals are faced with the task of reaching out to a new generation of youngsters that grew up online. Their perception is one of suspicion to anything that smells like “official” opinion or advertising. Forget about conventional press releases, their opinion-makers are bloggers and fellow members in online communities. They are media savvy, value honesty, transparency and engagement.
In order to reach an online community, you have to join in as an exited and engaged participant - welcome to the new PR, a.k.a. community management!
As a PR consultant you will advise community managers (a full time in-house position) on how to conduct online reputation monitoring, participate in community forums discussions and interact with bloggers. Look for a community manager that has:
- ability to reach out to people, “step into the other person’s shoes” and build trust
- deep knowledge of product/service details and problem resolution skills
- an understanding of the organization’s social media goals and ability to communicate strategically to achieve them
In other words, it’s not the geeky knowledge of all the latest social media tools and platforms that makes for a competent community manager. Social media is all about people skills and being able to execute according to strategic goals. More than anything, this means investing in someone who will refrain from responding reactively and with impulse.
Have you started with online reputation monitoring yet? Register for a free trial with Imooty.eu now!
It’s definately more of a social shift. Our management is, how should I put it, a bit more senior than what’s good for our communication strategy. I do understand the reluctance to open up to social media, but at some point the question is bound to be “how” to do it, rather than “if”…