How to avoid a shitstorm?

Monitoring what people and media are saying about your organization is the first step in avoiding the proverbial shitstorm and taking advantage of opportunities for improving your reputation. In the age of social media and digital news however, monitoring what is being said about your brand on a global scale is becoming increasingly difficult. This is true both because of the sheer number of media mentions an organization must read and react to, but also because of the multilingual and multicultural nature of the global media landscape. In particular, the communication landscape has shifted to what you might call “bottom-up”, where a vast amount of brand mentions occur on social media or in reviews.

E.g. the number of news articles published every day is estimated to 100.00, with a reading time of 1.2 billion seconds or 2.200 years daily. Add to that the 500 million daily tweets and 420 million Facebook status updates and you have a significant challenge if you want to monitor what is being said about your brand on these platforms. Effective media monitoring and media reputation management requires both automatic monitoring, but also automatic analysis in order to distinguish mentions that require your attention from mentions that do not.