Classifying Materials
By classifying materials, company can focus on the negative. What are people saying that’s negative? Where is it coming from? How negative is it? Is it starting to cross over from social media, or even from small blogs? Is it starting to creep into the more professional media company blogs? Is it starting to spread across social networks? Does it jump to traditional media?
With the above mentioned tools, the company can not only monitor what people are saying about them, they can see how people react to company’s response when they address the negative issues. Are people buying their story? Are they buying their answer? Are they raising new objections or new questions? Is the company slowing or stopping the spread of negatives? This is an ongoing process, not a one time fix.
Another point is to know what people are saying about the company is to identify them and their relationship to them. How significant is an individual blogger? Is the issue one that will affect customers directly? Shareholders? Employees? How will what company’s hearing be likely to influence the company’s reputation among stakeholders?
