In recent years, new digital media have become important for social networking and content sharing. Due to their large diffusion, social media platforms have also both increased the strategic importance of managing corporate reputation and rendered this more difficult. Companies are increasingly apprehensive about information and opinions that can spread through online communities rapidly without any control. While social media platforms increase the power of stakeholders, they also represent a large-scale source of information about feelings, opinions and sentiments of people that allow us to measure and monitor reputation through the analysis of user generated content in real-time. In this paper, we show how social media content can be used to measure the online reputation of a company. Furthermore, we present an open platform that uses a sentiment analysis algorithm on twitter traffic to monitor the real time evolution of company reputation.
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The 15th International Conference on Corporate Reputation, 2012