Include in your Corporate Reputation analysis the impact of social comments and all kinds of media
The Corporate Reputation analysis enables to understand the impact that the opinions and perceptions of the public have on a number of reputational dimensions or axes of an organization. Companies and agencies have been doing this analysis offline and on a periodic basis, through reports prepared from interviews and surveys. With this MeaningCloud API it is possible to include in this analysis the immense volume of spontaneous and real-time information provided by social networks, forums, blogs or news, to assess their impact on the reputation and immediately detect potential crises.
Why analyze the Corporate Reputation
The Corporate Reputation can be defined as an aggregation of opinions, perceptions and expectations that various relevant stakeholders have on a certain company or organization. Actually, the Corporate Reputation is a multidimensional concept, since the aspects of a company which define or affect its own reputation are diverse.
For this reason, several of the existing models and tools which enable to assess the reputation work on different axes or dimensions of the company: Economic and Financial Results, Product and Service Quality, Innovation, Social Responsibility, Leadership, etc., and within these axes on various, more specific variables.
It is desirable to distinguish Corporate Reputation from another closely related but not equivalent concept: Online Reputation. The main differences between them are:
- The Online Reputation can refer to any type of entity (individual, city, brand...), not necessarily to a company, and it is a purely web-based concept. It is generated by the perceptions that the digital footprint of that entity generates online and has a general approach, not necessarily based on the standard dimensions of a company's reputation.
- The Corporate Reputation is essentially applied to a company or organization; it is based on a set of business-oriented dimensions and variables and can have both an online and offline nature.
Traditionally, Corporate Reputation has been measured through surveys and interviews with customers, analysts, executives, etc., and the information about a company's reputation is usually presented in the form of standard or custom reports. These traditional methods don't consider the richness and spontaneity of the new online media and social channels, and due to the inevitable latency in their elaboration, they are not effective for making split-second decisions.
MeaningCloud's Corporate Reputation API
In order to include in the reputation analysis all the volume, value and immediacy of the unconventional sources, MeaningCloud provides a Corporate Reputation API. The API is based on semantic technologies that analyze the meaning of any comment in free text coming from all kinds of sources: social networks, forums, blogs, news websites, surveys...
The API identifies the entity -or entities- mentioned in the text, the reputational dimensions involved and, within them, the reputational variables affected. In addition, it extracts the polarity (positive/neutral/negative) associated with each variable expressed by the comment in order to assess its reputational impact.
The API uses internally a multilevel classification model with reputational dimensions and variables similar to the best-known corporate reputation models. The dimensions and variables of the model are the following:
- The organization's innovation and flexibility: Innovation, Adaptability to changes
- Product and service offering: Quality of products and services, Satisfaction of needs, Customer care, Warranty, Quality/Price ratio...
- Financial situation: Potential for future growth, Financial management, Financial results
- Strategy and leadership: Organization and structure, Leadership, Vision and strategy
- Work environment: Equal opportunities, Remuneration, Welfare of employees...
- Integrity and transparency: Ethics, Corporate affairs, Transparency
- Social responsibility: Social contribution, Environmental protection...
The API's technology enables to discern in a document mentioning several organizations which reputational variables (and with which polarity) are affected for each one of the entities. The result of the analysis consists of a set of metadata that indicate, for each occurrence of an entity in the original document, the reputational dimensions and variables affected and the corresponding polarity. This result can be used to calculate aggregations, identify trends and draw up reports and dashboards in real time.
Advantages of the automatic reputational analysis
The automatic reputational analysis should be seen as a complement to the traditional one, to which it provides comprehensive, real-time information from new, spontaneous and unsolicited feedback sources. The high availability, accuracy and response time of the automatic analysis permit to assess in real time the impact of these sources and detect immediately reputational threats.
Integrates all kinds of feedback
In addition to interviews and surveys, it includes social networks, forums and other channels of unsolicited feedback, with their immediacy and spontaneity.
Comprehensive, without need of sampling
The ability to process efficiently and with quality high volumes of data enables to add the direct input of millions of comments, with no need of sampling.
Quickly identify potential crises
Its 24/7 availability and high speed permits to generate alarms in real time on any comment or trend and rapidly identify areas for improvement.
Differentiators of our Corporate Reputation API
MeaningCloud's Corporate Reputation API is based on a very optimized semantic analysis pipeline that combines information extraction, automatic classification and opinion mining technologies to provide a precise and detailed reputational analysis.
Disambiguate in context
When a document (e.g. a blog post) speaks about two or more companies, with expressions that affect different reputational axes in each case, MeaningCloud's technology enables to identify to which organization and reputational axis each opinion refers.
Analyze every source
The technology mix included in MeaningCloud enables to analyze the standard language of news and blogs, the most informal and abbreviated contributions on Twitter, and the comments in free text of satisfaction surveys.
The API not only identifies the company's reputational dimension and variables affected by a comment, but it also assigns it a polarity (positive/neutral/negative) to better assess its impact on reputation.
Easy to integrate
Its API with standard interface and its SDKs allow to easily incorporate the reputational analysis functionality into any application or tool: forum, media monitoring, etc.
Who can benefit
Companies and organizations in any industry, as well as agencies specialized in corporate communication and market analysis can benefit from this reputational analysis based on diverse, comprehensive and immediate information. Meanwhile, social media monitoring and management tools manufacturers can complement their usual functionality (mentions, sentiment...) with these advanced reputational tagging features and thus differentiate their offering.
Market research and communication agencies
Providers of social media monitoring tools
Other organizations: government, political parties...
Companies in any industry