ERIC AI-Driven Media Monitoring Tool

When analyzing the news coverage and social conversation about their brand, corporate communications staff may over-focus their efforts on the topics getting the most—or most negative—coverage. The risk is that they could be ignoring topics that will be more important in the long run.

This was the problem faced by a major American energy company.

The Solution

Proprietary Reputation Model

Through segmented customer research conducted by APCO Insight, we identified the company’s reputation pillars and drivers—the topics with most impact on the company’s long\-term reputation.

We also employed algorithms to calculate each driver’s impact coefficient. This enabled us to measure and forecast the reputation impact of media coverage and social conversation as it happened.

An Online Reputation Intelligence Center

For that real-time monitoring, we created a web-based intelligence system that uses machine learning to “read” news and social content, and interpret its relevance to the company’s reputation drivers. The results are displayed through an online portal which communications staff can use to:

• Measure and monitor reputation among key stakeholders in key markets
• Receive early-warning on emerging issues and opportunities; with response strategies
• Map the stakeholder and influencer ecosystem
• Focus on the drivers that will be most predictive of perceived value