Drawing the Right Conclusions – Monitoring Online Reputation

3 minutes reading time

The pressrelations NewsRadar enables you to closely monitor your online reputation and your target audience. Who is talking about your brand? Which topics are dominant? How engaged is your target group? Drawing the right conclusions from the tons of information and key figures of the NewsRadar is sometimes not so easy. That’s why we have created a quick guide for correct evaluation and summarized the meaning of the most important KPIs for you in this article. Monitoring your online reputation helps you to identify crises and moods on the web faster.

SOCIAL MENTION

Social mention is a mention of your company or your product published in a certain media channel. The more often you are mentioned, the more people become aware of your brand, and the more positive these mentions are, the better your online reputation and customer acquisition. With the help of NewsRadar, you can find out where, how often, and in what context your company is talked about, how many people are reached, and the tone of the discussions.

BUZZ

“Buzz” is the term used to describe the total amount of contributions from all media channels. Not to be confused with buzzwords, which are intended to generate a particularly high level of attention or special attention (keywords). In this way, you can see at a glance how many contributions to your company are available in a particular channel. You should focus on this channel accordingly. The “buzz” is displayed above each column in the NewsRadar.

REACH

The KPI “Reach” gives information about the potential reach of a contribution and can be found in the NewsRadar in the lower-left corner of each article. This allows you to see how many people have seen the article or which influencers and media reach the most people. This shows you which articles are the most widely distributed and best received. “Reach” is also displayed above each column for the total amount of articles in a medium. The contributions available there can be sorted according to their respective reach, starting with the highest value.

COMMITMENT

This indicator shows how many people have interacted with a post. If there are many interactions, this is a sign that the content of the post is well received or attracts a lot of attention. The more actions (likes, comments, etc.) are performed on it, the more active the community is and the more attention your brand receives. In the NewsRadar you will find the number of interactions next to the “Reach” in the lower part of a post. In addition, the displayed posts can be sorted by interaction, starting with the highest value. The interaction rate (the quotient of user interactions and the reach of your company’s own channel) is displayed in the “Statistics” section.

SHARE OF VOICE

The Share of Voice provides information about the percentage of mentions of your company, brand, or product compared to the coverage of intra-industry competitors. This information serves as a benchmark for your online reputation and brand presence and also provides information about how strongly you dominate the conversation in your industry. Relevant influencers and media can be immediately identified in NewsRadar. Sorting by “Reach” ranks them according to their potential reach based on the data stored in the system, starting with the highest value. In this way, you can see which articles are relevant to your industry.

SHARE OF MEDIA

Here you can see the distribution of the buzz (amount of contributions) on the different media channels. In NewsRadar, the key figures “Buzz” and “Reach” show you on which channel your topic is most present. You should keep an eye on this channel, as your company is often talked about there. The different channels (online and social media) are displayed in separate columns next to each other and can be navigated using the right and left arrows. You also have the option of filtering for specific channels and excluding irrelevant sources.

SENTIMENT

The analysis of the sentiment shows the tonality of the contributions related to your company. Positive and negative points are awarded on the basis of keyword lexicons; i.e. a word with negative connotations gives a negative connotation and vice versa. Thus a contribution finally gets a rating between -1 (very negative) and +1 (very positive). The NewsRadar allows users both real-time insights into the current mood of the reporting as well as a detailed analysis of comprehensive data sets.

With the help of these KPIs, you are now in a position to make statements about the performance of your brand, company, or product and to adjust your marketing strategy accordingly. With pressrelations NewsRadar, you always keep track of current topics and are well prepared even in times of crisis.

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