Reputation management

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Gill says, “On the first of each month I portugal b2b leads generate reports for most of my clients. I analyze the data and try to provide three recommendations or strategies for the future.”

These efforts can extend beyond monitoring the performance of owned social profiles. Social media managers also use social listening tools to track and analyze the millions of conversations happening on social media daily.

Social listening tools use AI and automation to identify conversational insights around a brand, its competitors, an industry and consumers—all of which are critical for crisis management and brand safety. They also gather vital sentiment analysis data, allowing social teams to manage brand reputation in real-time.

A chart from The Sprout Social Index™ that reads, "Marketers' POV on social's business-wide influence." Below are three vertical rectangles of different heights: the smallest has text on it that reads "43% social teams still feel siloed." The second tallest one reads "65% agree other departments inform our social efforts." And the tallest pillar reads, "76% agree our team's social insights inform other departments."
Both types of social data have large-scale impacts beyond social. It can help improve a product or provide insight into a competitor’s audience. Social media managers must convey how findings on social translate to the big picture.

All of the tasks outlined above contribute to a business’ online reputation. Anything—from a customer question gone unanswered to the wrong influencer partnership—can result in an unintended brand crisis. It’s a social media manager’s responsibility to keep their ear to the ground so businesses can proactively respond to potential threats.