How can you determine the success of a reputation management campaign?

The success of a reputation management campaign can be determined through various metrics. Firstly, assess the sentiment of public perception towards the brand before and after the campaign using social listening tools and surveys. Monitor media coverage and online mentions to gauge visibility and sentiment. Analyse key performance indicators such as website traffic, engagement rates on social media, and customer feedback. Measure changes in brand reputation and trust metrics over time. Finally, success is determined by the campaign's ability to positively influence public perception, mitigate negative sentiment, and maintain or enhance the brand's reputation in the long run.

A successful reputation management can be measured by a shift on stakeholder perception and increase trust and/or expectation from your stakeholders

You can determine the success of a reputation management campaign by having and following a set of actions to help you reach your goals. First, define the goals of your campaign. Reputation management campaigns differ in the approach you conduct an internal or external matter. Knowing why you are conducting this campaign will guide you in choosing solutions oriented metrics and key performance indicators that will help you solve your problem.

The success of a reputation management campaign can be determined by monitoring key metrics such as: •online reviews •social media engagement •search engine rankings, and •overall customer sentiment. An increase in positive reviews, higher engagement on social media platforms, improved search engine results, and a general improvement in customer sentiment towards the brand are all indicators of a successful reputation management campaign. Additionally, tracking the number of repeat customers and referrals, as well as any decrease in negative feedback or complaints, can also help evaluate the effectiveness of the campaign.

I love to Google BEFORE a campaign starts are when it ends. What do the results look like before and after? This will let you know how your efforts are impacting your digital footprint.

Keeping an eagle eye on your brand's online mentions—from social buzz to search results—is crucial for reputation management. Tools like Google Alerts and sentiment analysis offer a digital pulse check, helping you spot your brand's highs and lows.

Et surtout il faut inciter vos cibles, à travers les différents plateformes, à commenter et à donner leurs avis sur les différents aspects de votre produit. Mieux vaut avoir et analyser quelques commentaires pertinents d'une cible déterminée que beaucoup de commentaires sans précision et vague du public.

Establish a benchmark at the planning stage. Have benchmarks for the category, top players in your sector, and the brand whose success you want to emulate one day. Be obsessed with metrics. If planning for online PR, move away from legacy and proxy-based metrics for share of voice (quantity-based output), reach (domain traffic), and coverage impressions. Keep the reader (audience) at the centre of your campaign and plan for them rather than being overtly obsessed with a star journalist or a media outlet.