From photocopier to online monitoring

[samiaseo222]

Let's take a look at the scales. Does a full-page newspaper report have more impact on a brand than a post that has gone viral on social media? It is surprising that today the work of monitoring the reputation of many brands is often limited to a summary of news copied or scanned from traditional media. As if nothing had changed in the world of communication in the last twenty years.

Companies that have not yet been able to embrace the change that has come with the digital age are in some ways reminiscent of Hiroo Onoda , the Japanese lieutenant who, confined to cambodia email list the Philippine island of Lubang, refused to accept that World War II was over and continued fighting as if nothing had happened until 1974. Endearing to a certain extent (probably not so much for the 30 inhabitants of the island he killed during those years), but anchored in a reality that no longer exists.

It is a very effective self-deception, one with his rifle on his shoulder and others with their photocopiers, but a brand with a digital presence should not allow itself the luxury of disregarding the value of a good online monitoring and active listening service . A company needs to know what is being said about its brand and its business area wherever these conversations take place. The consequences of a crisis not managed in time in the so-called virtual world can be as real, palpable and devastating as a crisis originating in traditional media.