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Chapter 39—Online Reputation Monitoring
There are good online tools for keeping abreast of industry
trends and competitor movement as well as coverage of your
own company. Keeping a close eye on how your market and
areas of expertise are mentioned online can be a valuable
way to spot trends, avoid negative press, and capitalize on
positive mentions.
The easiest tool is Google Alerts (http://www.google.com/
alerts). Google Alerts is a free but powerful tool that sends
alerts as they happen, once a day, or weekly based on specified
keywords. Anyone can request keyword alerts: simply enter in
the keywords you want to monitor, select how frequently you
want to be alerted, what type of content you want to include
(news sites, blogs, discussion forums, videos, etc.) and your
email address. You’ll receive an email to confirm the alert and
after confirmation, alerts will begin arriving in your Inbox. The
advantage of Google Alerts is that it pushes information to you
rather than you having to seek it out.
There are also more sophisticated tools like Radian6 that are
useful for companies that have a significant online presence
and need constant monitoring.
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© 2012 Lisa Shepherd
