Marketing Pilgrim's Reputation Channel

Marketing Pilgrim's Reputation Channel is sponsored by Trackur.

Online Reputation Monitoring: the Fastest Growing Analytics Niche in 2010

The third annual Online Measurement and Strategy Report, has been published by Econsultancy and it’s full of great news for the online reputation monitoring industry!

As someone that offers social media monitoring tools, this chart brings a little tear to my eye.

That’s right, there’s been a 9% increase in the number of agencies using reputation/buzz/social media monitoring analytics since 2009–the greatest increase across ALL types of analytics!

Next, we see exactly how companies are monitoring their reputation.

As you can see, there’s a broad mix here. Some are using free tools, others are using paid social media monitoring tools–with others either doing a mix or have yet to get started.

Lastly, take a look at this chart. You’ll see that just 23% of companies are relying on automated sentiment analysis to judge the positive or negative tone of media mentions.

Granted, the majority of respondents simply haven’t gotten around to testing automated sentiment analysis, but I’m surprised that the majority are not relying on some software to gauge their online reputation–pleasantly surprised. :-)

  • http://www.getapple.co.uk Russell

    This is really interesting, if everyone’s catching onto social media any ideas what the next big thing will be?

  • http://blog.ipa-media.com/ Dan Wedin

    thanks for sharing Andy. a valuable resource.
    .-= Dan Wedin´s last blog ..Analytics Shape Successful Campaigns =-.

  • http://www.socialstrategy1.com Ilona

    And a tear to my eye, too. Thanks for sharing these statistics.

    You know, companies invest a ton of time, money and manpower in the development of their products and services, so the result should be in line with what the consumer wants (and will buy) and since we live in an era where consumers have an open microphone to share opinions, everyone should listen as part of their overall business strategy.

    I love the Chicago Blackhawks story. They used listening and engaging to restore faith in the team and increase ticket sales with limited resources which had a tremendous impact. The Blackhawks averaged 12,727 fans in 2006-07 – second to last in the league. Last season, they were 19th in attendance, drawing almost 17,000 a game. This season, the change was instant – they have the highest average attendance in the league at 22,244 fans per game and as we know they just won the Stanley Cup this week. I’m a NY fan, but go Blackhawks! Now that’s harnessing the power of social media and having a solid listening strategy.

    Listening, learning and engaging leads to new business – something every company can use these days.

  • http://www.infoglutton.com Pascal Soucy

    That’s great news for all of us in this domain.

    With the recent BP and Toyota problems, I wonder if we’re going to see even greater adoption. Online reputation is not only a threat for companies, but also an opportunity: with proper monitoring tools, they can conduct surveys in real time and adjust their message very quickly.

    Pascal.