We interviewed FiloBlu’s Reputation Specialist, who gave us a detailed overview of what web monitoring involves and told us about its objectives.
What is web monitoring?
Monitoring involves using dedicated tools and manual work to build up comprehensive information about the reputation – or the perception as we say in the trade – of a person, a company or a brand.
All aspects discussed on the web – on all scales – are noted.
The process focuses more on qualitative than quantitative analysis. Opinions, comments and questions about any subject can be monitored.
Along with the perception, the comments made by users are encapsulated by a sentiment, which may be positive, negative or neutral.
There are now even platforms that can probe images, interpret them and connect them to brands.
For example, they can take posts on Instagram and associate them with brands even if there are no written references to them. A system of this kind allows a greater volume of conversations to be screened.
Could you describe a typical day for a FiloBlu Reputation Manager?
It depends on the size and the type of project: once you have been allocated a client that operates in a certain market offering a certain product or service, the first thing to do is study the context. You then draw up a list of keywords to use with the tool.
The frequency of checks will depend on the amount of conversations generated by the client and above all the number of languages. The results are then assessed, a sentiment is defined and the most important details are condensed in a report.
What are the objectives of web monitoring?
The ultimate goal is to provide a report with operating and strategic information that is useful for the client: all of the data that are gathered from the web and analysed are interpreted in accordance with the client’s needs.
The information that can be accessed can prove useful in a number of ways. For example, it can be used by the sales team to improve the products or services on offer. Alternatively, the marketing department can break down the details about competitors to gain a competitive edge and monitor product distribution using pricing data.
The process also makes it possible to identify brand ambassadors and prevent or manage crisis situations.