Social media has opened up a whole new platform for companies to communicate with target audiences and to encourage conversations among their consumers. The internet has been a great resource for public relations professionals, but it’s ability to be constantly updating and changing makes monitoring online messages difficult. Many companies now have teams dedicated to monitoring digital media and online content. For example, the BBC has a group of people whose sole purpose is to monitor user generated content. Although setting aside groups aides PR practitioners in managing their presence on the web, the amount of content being posted and the speed at which it is posted still poses problems.
An article in PRWeek, written by Peter Hay, talks about a new monitoring tool called Chatterscope which will help public relations teams monitor their brands’ sentiment on Twitter. According to the article, Chatterscope was created by Lewis PR and “provides users of Twitter with an aggregated result that determines whether the sentiment of their brand at that time is positive, neutral or negative”. The program will allow PR companies to keep track of their online reputation and will notify them if something changes. This would be especially helpful if someone tweeted a negative comment that generated a lot of attention because the company would be able to more quickly address the issue.
I think this tool could be useful to understanding consumers as well as in crisis management issues, or rather preventative crisis management. Like YouTube, people can post content such as parodies, false statements, etc. that may damage the reputation or positive reception of your company. If Chatterscope allows PR teams to see when something unfavorable is posted when it happens, the team can deal with the problem immediately before it gets more attention. According to the Chatterscope web page, “[Users of Chatterscope] can actively monitor Twitter and respond swiftly to events, without devoting your constant attention nor being deluged by general mentions”. With the constantly updating nature of the internet and the varying importance of comments, this tool sounds like it would be very beneficial to PR companies.
To view the article in PRWeek click here: http://www.prweek.com/uk/news/1012257/Twitter-sentiment-monitoring-tool-Chatterscope-launched-Lewis-PR/
To learn more about Chatterscope, visit their website: http://www.chatterscope.com/about/chatterscope/
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