In my last post, I outlined the importance of gathering stakeholder intelligence from a wide diversity of audiences that can impact your reputation. The aim should be to capture the complexity of the company, starting with the most important markets and audiences, and scaling up over time.
In this post, I want to talk about how to maximize value by integrating intelligence streams. With the massive popularity and impact of online and social media, companies need to frequently monitor how the world is interacting with and discussing a company’s brands and actions. Most companies have already developed sophisticated monitoring systems to track their reputation online, but this often results in another silo of information rather than being integrated with other intelligence streams. Few companies have managed to develop an integrated framework that includes key indicators across primary research, secondary research and media monitoring.
An integrated approach to data collection offers benefits from both a methodological and insight point of view. For example, outputs from a customized analysis of stakeholder research can help identify the key dimensions and terms which can be used to direct media monitoring online searches. It can also determine which digital coverage or events will have a lasting impact on reputation rather than just creating a quick uptick in conversations.
As for insights, the first goal of a reputation management system should be to understand exactly what factors and which stakeholders are key to the corporate strategy, so that executive management time can be used effectively. Much precious C-suite time is wasted dealing with media coverage or other signals of reputational harm that may not be material. Unfiltered and unfocused monitoring can lead to inaccurate interpretations, which in turn can lead to inappropriate decision making.
Not only do intelligence streams need to be analyzed in concert, the challenge then becomes how to facilitate the sharing of information. Putting in place real-time ‘digital dashboards’ that integrate primary stakeholder research with media monitoring metrics creates an instrument that helps identify what is needed to protect and enhance the organization’s reputation. Ideally, these electronic dashboards would contain only the most strategic metrics and indices, be made available to key functions across the organization, and be continually updated to reflect the current consumer and stakeholder landscape.
Building Resilient Corporate Reputations: A GlobeScan Brief and Blog Series
Drawn from our new brief, Building Resilient Corporate Reputations, this blog series explores best-practice solutions to common challenges and shortcomings of corporate reputation management. Whether you need to begin, to evaluate or to re-design your reputation management system, the brief and blog series will help you to assess how fit-for-purpose your current reputation approach may be. Femke de Man, Director, Reputation, introduces the findings in the video to the left.
Download the Brief: Building Resilient Corporate Reputations
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Femke de Man | Director, Reputation | Email | Twitter | Bio
Click here to find out more about GlobeScan’s Reputation Management practice
For twenty-five years, GlobeScan has helped clients measure, understand and build valuable relationships with their stakeholders, and to work collaboratively in delivering a sustainable and equitable future. Uniquely placed at the nexus of reputation, brand and sustainability, GlobeScan partners with clients to build trust, drive engagement and inspire innovation within, around and beyond their organizations.