Social media ‘to prompt growth in online reputation monitoring’
The rise of social media will help the online reputation monitoring market to grow by 30 per cent this year, a new report has predicted.
E-consultancy’s Online Reputation and Buzz Monitoring Buyer’s Guide said that this sector could reach a value of £60 million this year as more companies look to use the technology and services on offer to help them keep tabs on what consumers say about their brand online.
The report put forward the suggestion that the growing ability of technology to look for comments made in blogs and forums could drive more companies to utilise its benefits.
E-consultancy research head Linus Gregoriadis stated: "Increasing media fragmentation, changing consumer behaviour and the increasing breadth of consumer channels are all trends which make it harder for brands and individuals to track their online reputation."
Discussing the importance of social media metrics earlier this year, E-consultancy’s Aliya Zaidi said in a blog post that marketing executives would do well to measure influence, volume and online reputation together to see how effective their social campaigns are.
