Reverse Reputation Index: A Useful Brand Asset

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Reputation is a dynamic asset; it depends not only on what brands say about themselves, but also what others think and share about them.  Social media plays an especially important role in this dynamic.  It is the only form of communication that has a memory and the power to expose organizations as never before, subjecting them to public and collaborative analysis by users and potential clients.

For this reason, now more than ever, periodic measurement of what’s being said about a brand is a sine qua non for understanding its reputation.   

To understand these trends and met real market needs, MileniumGroup has created a Reverse Reputation Index to turn brand users into protagonists.  The index is not a ranking; instead, it allows brands to identify risks by measuring how their reputation curve responds to specific communication strategies.

The index considers three variables: Potential Negative Influence, Negative Perception, and Detractors.  A measurement algorithm assigns a value to each variable depending on its relevance, relying on technological tools and the input of digital reputation analysts and data management experts to establish a value from 1 to 100.

An index score of 61 points or higher signifies that a brand has a terrible reputation.  Between 60 and 31 still counts as bad; 30-21 is moderate, while between 20 and 11 is good and between 10 and 0, excellent.

What makes a product like this different is that it tracks not only a brand’s digital channels, but also all online conversations in which its name appears, as well as what is being said there.  It is 100% user-based, rather than relying on one brand’s efforts to edge out another.  It does this independently of the volume of conversation about a brand; in other words, the index’s value does not depend on the size of the conversation.

The Reverse Reputation Index gives brands the power to measure the impact of their public relations and advertising strategies, track their reputation throughout the year, strengthen their measurement systems, and evaluate their position with regard to competitors.

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