How to measure the reputation of a brand based on the active participation of digital users?

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Reputation is a dynamic asset, determined by what others think and not by what brands say about themselves. The social web is the only means of communication with memory and has led organizations to be exposed as never before to a public and collaborative evaluation by their customers. Therefore, any company that considers the experience of its user as an important asset of its brand is forced to periodically measure its reputational status.

Precisely because reputation has been handled as a matter of ego between brands, especially among large corporations, it is necessary to measure in a different way. In all existing indexes, the important thing is to be in the Top Ten, as if the important thing were the brands and not the users. Thus, we develop an indicator in which users are the protagonists. It is not to make a list or ranking, but so that each brand can know whether or not it has reputational risks.

What is the Reputation Reverse Index by MileniumGroup?

It is an evaluation of three variables: Negative Potential Influence, Negative Perception and Detractor Community. We develop a measurement algorithm that gives value to each variable according to its level of relevance. Using technological tools, digital reputation analysts and data management experts, we reach an index that ranges from 1 to 100.

What makes this index different?

1. We do not measure the channels of the brands, no matter if the brand has a digital presence or not. With the technology we use it is possible to track mentions towards brands, even if they do not have digital communication channels.

2. User based. Unlike other measurement mechanisms, the efforts of one brand over another are not evaluated here, but the essential input is the real opinion of the users.

3. We value the power of influence. The engine of this indicator is the volume of users participating in the conversation and their ability to influence others. This relationship is the basis of the algorithm and moves the rest of the variables.

4. It doesn’t depend on the volume of industry conversations. The indicator is not proportional to the size of the brand or the conversation, its valuation is based on percentage relationships (ratios) in each of its indicators, regardless of the size that is used as a base to calculate. That makes it applicable to any industry and brand alike.

The intention is not to “crucify” brands, but to offer a tool that did not exist in the market to really measure how the reputation curve moves based on the efforts of the brand, a “thermometer” that attests to what is already going.


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