Social media and reputation management. Social media listening techniques, tools and KPIs

Abstract

This report will first define the important fields of reputation management, online reputation management (ORM) and social media monitoring. In doing so, social media monitoring will be shown to be a process. This is then followed by a brief explanation of how social media monitoring tools work and a discussion of what should be considered in general when selecting such a tool for monitoring corporate reputation on social media. This is followed by a market analysis of social media monitoring tools, supported by a supplementary Excel overview of these tools. This is followed by a brief explanation of what should be considered in general when implementing such a tool. The report concludes with a presentation of the key performance indicators (KPI) that can be adopted for assessing corporate reputation on social media and online, to support the strategic engagement with reputation management on social media.