…Theoretically developed reputation metrics such as Reputation Quotient RQ or RepTrak are based on a bunch of arguments and are often used in closed research settings. …

via reputationproject.wordpress.com

 
Zoernert:

Let’s say the business decision is a budget split into different activities. Reputation measurement could help to figure out first the visibility in the market segment – and decide where money could be spend more effective.

 
Salla:

Dear zoernert, thanks for your comment! You are right saying that reputation analytics and analysis should give answers to business questions. And also the other way round, the analysis should affect decisions made so that the company will adapt its activities and processes if something significant turns up through reputation analysis. So reputation analysis is not only about marketing but also about product development, customer service, etc.

Though I’m deliberately using mostly the word organization instead of company to point out that also non-profit organizations should engage in reputation management, since reputation is also about legitimation and about public image. Nevertheless thinking about targets (or audiences/publics if we give them a more active role) is always important when dealing with any stakeholders.