Monitoring and mining digital media for brand and reputation information

Abstract

Increasingly reputations for firms and their products are being established on the Internet in a range of different types of digital media. Overwhelming amounts of digital media have led to the development of systems designed to both monitor and mine the resulting data. This case examines the situation where a CIO is designated to review brand and reputation management systems and determine key issues associate with implementing such systems. The case details information about how a particular system is designed and how it works, including information about snippets, taxonomies, sentiment and influencers, among other issues. The case enables students to discuss these system concepts and how these concepts are all wrapped into a single brand and reputation management system.