Since computers are not good at measuring sarcasm, humour and irony in online reputation management, BrandsEye is looking at crowdsourcing virtual reputation management. The South African and world only crowdsourced online reputation management service, has introduced a technique called BrandsEye Crowd to its online monitoring application.

This new feature comes with three elements:

  • the all-knowing wisdom of the crowd,
  • managed through the minute attention to detail of computers,
  • focused by the strategic judgement of trained professionals.

BrandsEye Crowd uses crowdsourcing to bring local context and judgment to evaluating online mentions. This new feature improves the accuracy rate of typical virtual reputation management from 90% to 90-95% without affecting the cost of doing the same

Says Tim Shier, MD of BrandsEye:

“The global online reputation management industry has always been plagued with poor data quality. Through the creation of BrandsEye Crowd, we have solved this problem, allowing for the data and insights we gather for clients to be trusted as a far more central component of strategic decision making – throughout businesses.”

BrandsEye which has clients in 113 countries looks to give social media users a chance to earn extra money by being part of the crowd which rates. You only need to sign up here and the system will allocate them real-time mentions. The rater gauges if each mention is relevant and judges the sentiment, the location of the person that made the mention and the media type. Local context and local language subtleties are critical – along with the intuitive sense humans have for what other humans are trying to say.

Says Shier:

“This system is a radical innovation in the online reputation management space. We know of crowdsourced rating in academia, especially economics, but not for commercial brands. We’re very proud of the system, which is already showing incredible accuracy, and we believe can get to between 95-100% perfect with a bit more refinement. In this space accuracy is all-important – accurate data quality gives you quality insights, which helps you make better business decisions.”

BrandsEye has been active in the Online Reputation Management industry since 2006 (launching in 2008). With this new addition to their ORM offering, they will be providing their clients, in 113 countries, with more accurate insights from which to make better decisions.