Online reputation management plays a very important role in building perception of a brand and in ultimately driving business results. User generated conversations and word of mouth have shown to have play a role in not just driving purchases but in also impacting stock prices. This makes having a strong Online Reputation Management system important for any brand. An effective Online reputation management system should contribute in building a positive perception of a brand through engagement and should lead to a higher equity for the brand. Building online reputation and managing it requires benchmarking to assess performance of your brand and the team. It thus makes it important to select the right metric and understand its relevance.
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