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2021 | OriginalPaper | Buchkapitel

9. Reputationsmessung mit künstlicher Intelligenz

Predictive Analytics: Social Listening von heute für den guten Ruf von morgen

verfasst von: Jörg Forthmann

Erschienen in: Modernes Reputationsmanagement

Verlag: Springer Fachmedien Wiesbaden

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Zusammenfassung

Reputation wird bislang üblicherweise mit Marktforschung gemessen. Doch diese Methode ist langsam und kostenintensiv. Als Alternative bildet sich die Reputationsmessung auf Basis des Social Listenings heraus. Dafür werden Aussagen zum Unternehmen oder zur Marke auf hunderten Millionen Webseiten – von Online-Medien, Foren, Blogs, Communities, Twitter, Facebook, Instagram usw. – gesammelt und mit Hilfe von Künstlicher Intelligenz analysiert. Dieser Ansatz ist deutlich preisgünstiger als Marktforschung und liefert zeitnah Reputationswerte, so dass tagesaktuell anhand der aktuelle Reputationsentwicklung die Kommunikation gesteuert werden kann.
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Metadaten
Titel
Reputationsmessung mit künstlicher Intelligenz
verfasst von
Jörg Forthmann
Copyright-Jahr
2021
DOI
https://doi.org/10.1007/978-3-658-32640-1_9