FAQs

About Repsense Features

  • Communication narratives essentially are high-level stories told about your brand online and offline.

    Usually, they would reflect brand values – for instance, a company might want to form a narrative about itself being a great place to work, a solid investment opportunity, or a trustworthy service provider. On the other side, a brand might also be known for terrible customer experience or recent unethical layoffs.

    Measuring and precisely dissecting narratives helps to understand if your company is on the right track. In some cases, if most narratives representing about your brand are positive, they might balance out and withstand some unavoidable communication crises.

    As a standard, Repsense measures 7 key narratives: employer branding, customer success, leadership, product success, business success, ESG, and scandals. However, each customer can define custom narratives if necessary.

  • Impact is one of the main metrics in the Adler analysis process. It is scored on a scale from -100 to +100 and tells the strength and sentiment (positive or negative) of the influence that the content piece has on the brand's online reputation.

    For example, an article that is written by a reputable independent journalist, published in a high ranking website and positively mentions your brand will have a high Impact score.

    Impact helps to measure the effectiveness of communication campaigns – several positive high impact articles can balance out multiple negative low-impact articles.

  • Sentiment analysis classifies the polarity of a given text — whether the expressed opinion about the brand is positive, negative, or neutral. It uses machine learning models to review content created by customers, investors, journalists, and other stakeholders and define how each decision-maker views the brand.

  • Entities are any subjects that are mentioned in the piece of content and represent your brand.

    For instance, it can be your brand name, your company’s official name (as shown in the registration documents), the names of your leadership, product titles, or other relevant terms.

    Basically, it’s any keyword or key phrase that are unique to your company. Together, each of these entities form a map of you company – and every one of them represent different aspects of your brand.

  • Article reach defines how many people have seen, read, or interacted with a piece of content about your brand.

  • Effectiveness combines the reach and impact of each content piece. An effective content asset is widely viewed, aligns with predefined narratives, and has a positive Adler impact score.

About Repsense

  • Repsense is a data analysis company and a developer of the AI-driven online reputation tracking and analysis platform Repsense.io. The platform analyses and models publicly available information about individuals, brands, and companies. ​As of 2024, Repsense offers both traditional media monitoring and advanced online reputation tracking services.

  • Repsense Adler is an advanced sentiment analysis model​, designed to understand the impact of content on brand image​. Adler's advanced algorithm dives into the contextual intricacies of the media story. By considering the underlying context and intent of the content, Adler accurately captures the complexities of brand reputation.

    Repsense Adler uses client-defined narratives to understand what content is relevant for analyzing brand image and reputation. A narrative defines a specific perspective and a point of view. In a commercial context, narratives typically reflect brand values and stories. For example, a company might see itself as a great employer. Working together, we would define if the information accessible online reflects that particular narrative. Repsense Adler would then detect all public media that reinforces or contradicts such narrative and score impact to reputation accordingly.

    Adler comes with predefined standard narratives that work for most institutions but the real power of our system is in creating custom narratives that reflect what matters to your brand.

    The algorithm uses seven features, each of which focuses on unlocking new levels of information about the content piece:

    1. Entity Recognition: identifies all brand mentions in the content and creates a map of entities that play a role in the text.

    2. Content Metadata Analysis: identifies critical content features such as the source, author, image, presence of links, hashtags, content length, and use of vocabulary.

    3. Source Authority: evaluates the authority of the source and the author.

    4. Sentiment Model: assigns a distinct weighted sentiment to each entity mentioned in the content and evaluates the overall sentiment of the content.

    5. Reputation Dimensions Model: classifies the content based on identified brand reputation and stakeholder-relevant reputation dimensions.

    6. Brand Reputation Impact Model: assesses content based on its impact on the overall brand reputation, considering sentiment, assigned reputation dimensions, and identified narratives.

    7. Narrative Model: classifies content narrative based on historical data.


    Repsense Adler uses client-defined narratives to understand what content is relevant for analyzing brand image and reputation. A narrative defines a specific perspective and a point of view. In a commercial context, narratives typically reflect brand values and stories. For example, a company might see itself as a great employer. Working together, we would define if the information accessible online reflects that particular narrative. Repsense Adler would then detect all public media that reinforces or contradicts such narrative and score impact to reputation accordingly.

    Adler comes with predefined standard narratives that work for most institutions but the real power of our system is in creating custom narratives that reflect what matters to your brand.


    Read more here.

  • Communication data today is vast and chaotic, and most of the time, communicators do not have the right tools or skills to properly analyze the information. Overall, there are five main issues with communications data:

    1. Data gaps – not enough definitive data

    2. Data overload – too much irrelevant information

    3. Data asymmetry – 3rd party data is not applicable

    4. Knowledge gaps – lack of data analysis skills

    5. Implementation issues – no way to put insights into practice

  • Communicators have to keep in mind how professional media, social networks, and search and online reputation construct brand image:

    1. Professional media. Professional media takes many forms, including newspapers, news portals, TV and radio news and opinion programs, and some of the larger general and specialized blogs, newsletters, and podcasts. It is usually relevant, objective, and trustworthy.

    2. Social networks. Social media includes all the big names, such as Meta, YouTube, Instagram, TikTok, Telegram, X (Twitter), or LinkedIn, and emerging or specialized networks such as BeReal or Threads. On social media, professional influencers act both as content creators and as catalysts for content created by others, content requires simplified (emoji) or complex (comment or meme) responses, and user-visible metadata influences how users rate content (usually the number of reactions, shares, or views).

    3. Search and online reputation. We turn to Google (and also Baidu or Bing) when we want to understand a new concept or check the facts during a heated discussion. Search engines identify and rank information in order of relevance and are the ultimate mind map of our thoughts. In the eyes of a communicator, the search process confirms, clarifies, or refutes people's perceptions of brands. The wording and volume of searches are the clearest indication of a measurable interest in a company, phenomenon, or content.

About Online Reputation

  • Before making any important decision, consumers, employees, and other stakeholders are researching your company online.

    As the digital noise increases, people remember less information about brands, services, and companies. Instead, they outsource their memory to various search boxes (e.g., Google, Amazon, TikTok, or Facebook).

    Online reputation management has become the most important practice in business reputation. Your online reputation impacts consumer and B2B sales, marketing, human resources, media relations, public relations, corporate affairs and lobbying, government relations, CSR, and almost all other company functions.

  • Public relations (PR) is a discipline of professional maintenance of favorable opinions about a company, organization, or person. Online reputation comprises all activities undertaken to influence stakeholders’ opinions about a company, organization, or person based on online noise and signals.

    Online reputation management is a part of public relations. As people increasingly live digital lifestyles, online presence, and memory become a crucial part of any public relations strategy.

  • War for talent is one of the most pressing issues for contemporary human resources (HR) functions within organizations. Most candidates search employer information online before applying, going to an interview, and accepting the offer.

    So, managing your online reputation increases the number of your applications, helps to maintain a healthy candidate acquisition funnel, aids during interviews and onboarding, and increases the number of successful hires.

  • Online reputation comprises all activities undertaken to influence stakeholders’ opinions about a company, organization, or person based on online noise and signals.

    SEO is a set of practices that improve the positioning and appearance of your own media channels during an internet search and drive organic traffic to your sales or recruitment funnels.

    The primary function of SEO is driving traffic to business websites, while online reputation focuses on impressions people will get from all Search Engine Results Pages (SERP). Sometimes there might be a sharp difference in tactics (e.g., SEO specialists might not like independent third-party websites to appear on your SERP results, while online reputation specialists seek out media mentions in a respected news source).

    But as a rule of thumb, a good online reputation will improve traffic and funnel conversion rates, and well-managed web assets are an essential part of online reputation management.

    That means that while the goals and tactics might differ, SEO practices are crucially important for online reputation.

  • The prices of online reputation management depend on the organization’s needs and ambitions. If you start your online reputation program, not counting your own time, you need to consider five budget groups.

    First, you need to constantly track and evaluate your status of online reputation and be mindful of what your competitors are doing. Repsense offers an online reputation software for your company that helps to review your reputation across different markets and industries.

    Second, often you need to create and improve your company assets. Creating a company website might cost you from 1,000 Eur (using WIX or a similar platform) to 25,000 Eur and more by hiring a professional design and programming team. Social media management might cost you less if you do it yourself or more than 10,000 euros a month if you employ a skilled team of professional SM managers, writers, and designers across different social media platforms and pay for the ads.

    Third, you might find it useful to engage affiliate websites, databases, bloggers, or influencers to be better featured on higher-ranking websites. The cost of being featured on popular content marketing websites can vary from as low as 200 euros to 8,000 and more. Depending on the platform, micro influencers can talk about your company or brand for as little as 200 euro, while a bigger name can charge 10-20 thousand euros for one post.

    Fourth, you will seek unbiased coverage for your activities, try to atone for your negative coverage, or seek recognition for your high-value keywords. This is the sphere where online reputation meets public relations and content marketing with a focus on higher-ranked media. These activities can cost you your time or require the help of a PR agency (2,000 – 20,000 euro per month).

    Do not forget that while building your online reputation, you might rely on Google ads covering the most important topics. Ads can also be used while reacting to crises, which can add up to a pretty hefty sum.

    Online reputation has emerged as the most important communications field for companies. Tracking and evaluating your SERP, replying to and managing online reviews, and engaging affiliates and news media bring many benefits to the company’s performance. Many enterprises spend a major part of their communications budget on ads.

    But you should remember that building a winning reputation is a marathon, not a sprint. You should do it at a pace that best suits your business and your industry.

  • Understanding your online reputation can be a difficult endeavor if you don’t have the proper tools.

    Repsense online reputation management software assesses and evaluates the high volume or high-value search query results related to the brand. The data is then processed using several tools and an AI model assigns Repsense Index values to each link, each SERP (Search engine results page), and each intent profile (e.g., employment, customer, investor, public interest, etc.).

    Repsense Index is an intuitive synthetic score designed to quickly assess the status of a company's online reputation and enable reputation comparisons with competitors, geographies, and stakeholder intents.