Saylor URL: http://www.saylor.org/books Saylor.org
- Posts that are positive, negative, or indifferent can be quickly assessed by reading them. But influence can
be harder to establish. - Statements, especially inflammatory ones, should be monitored, as traffic can increase substantially and
quickly online. - ORM can help a company to gain an inherent understanding of how consumers perceive and interact with
their brand and thus can provide a platform for planning marketing campaigns. - ORM should monitor all mentions of a brand and guide a brand in using social media to communicate. It
can help identify hot spots for viral word-of-mouth marketing and should be used to ensure that that
word of mouth is positive. ORM should also be used for determining the success of any marketing
campaign that is not directly related to sales. It can show growing brand recognition as well as consumer
sentiment.
EXERCISE
- Using the tools listed in this section, pick a brand of your choice and monitor it for a period of one week
or more. See what you learn about the brand. Observe what people say and how they say it. Observe if
the brand talks back and, if they do, what they say.