Reputation Monitoring

Reputation monitoring is the gathering of information to check the reputation of an organization and follow changes in reputation over time. It is a form of environmental scanning. Nowadays, the social environment of organizations is volatile. By collecting and analyzing data, an organization can understand changing stakeholder views on its performance.

The purpose of reputation monitoring is twofold: (1) to listen to and understand stakeholder views and (2) to be able to anticipate developments that affect the organization’s reputation. The latter includes brand protection, brand values, and overall performance of the organization. Monitoring cannot be seen as separate from evaluation of the data gathered, as the observations require interpretation. In this way, monitoring and carefully evaluating the data gained support decision making on communication strategies—for example, ...