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Online reputation management, now with crowdsource sauce

Online reputation management, now with crowdsource sauce

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Published by Crowdsourcing.org

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Published by: Crowdsourcing.org on Feb 21, 2012
Copyright:Attribution Non-commercial

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04/03/2013

 
Online reputation management, now withcrowdsource sauce
ByNur Bremmen,02.21.12
This is interesting. Take the field of online reputation management,the
 practice of managing a person’s or company’s brand across the web and
social networks, then add a bit of crowd source sauce using ranking
techniques better known in chess grandmaster circles… and what do you
get?Well, you should get improved accuracy in measuring what people aresaying (and thinking) about you or your company online
 — 
and you getto pay a whole lot of people to help you do it.
 
This is what the latest iteration of Brandseye claims to do. BrandsEye is one of many online reputation management tools out there, but is only
one of about 10 that has caught the world’s attention. Operating in morethan 100 countries, it’s a creation of a Cape Town
-based digital agencycalled Quirk.In the digital era, where everyone is tweeting, publishing and sharing
 — 
 keeping an eye on what people are saying about your brand is important,especially if its negative.The innovative Brandseye service combines the benefits of threeelements: the all-knowing wisdom of the crowd, managed through theminute attention to detail of computers, and focused by the strategic judgement of trained professionals.
It’s a solution that comes in two parts: An algorithm based on the
Elorating system first developed to rank chess masters, and a purpose-builtartificial intelligence system that distributes the online mentions to beanalysed by the crowd while, at the same time, reconciling differences inopinion.People who want to earn a little extra cash sign up to BrandsEye Crowd,which allocates them real-time mentions. The rater gauges if eachmention is relevant and judges the sentiment, the location of the personthat made the mention and the media type. Local context and locallanguage subtleties are critical
 — 
along with the intuitive sense humanshave for what other humans are trying to say. Computers are not great at
 picking up irony, sarcasm, humour… or rage. People are. Based on their 
peer-reviewed accuracy, the BrandsEye Crowd are paid for their effort.

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