EDITOR’S NOTE: this is a guest post by Leopoldo Martínez D., a researcher, consultant on social media corporate intelligence and lecturer at UCV and IESA (Venezuela), and it was originally published on his blog (in Spanish).
In this previous post, I suggested that conversations taking place in virtual communities fostered by a digital marketing plan generated a feedback that was useful to assess and monitor the performance of a digital marketing strategy.
This feedback could generate a huge amount of valuable data (Big Data) that enable to create a knowledge base on what is being talked about, who is telling it, who is having a greater impact on brand image, products, people or organizations.
This knowledge base can also be fed by discussions arising from unexpected events, which are not part of the communication plan, but deal with the virtual community’s topics of interest.
To specifically assess the conversation’s impact, it is necessary to pay attention (more than just listening) to what is being said through metrics (qualitative and quantitative) that reflect the perception that the members of the virtual community have on brands, products, people or organizations, being this perception an online reputation measure.
In this sense, the purpose of this post is to show in a simple way how to carry out an active listening of conversations in social networks to evaluate the online reputation.