Social media collaboration space to support brand reputation management of European SMEs
Funded by the EU, the project LINKED2MEDIA (An open linked data platform for semantically-interconnecting online, social media leveraging the corporate brand and market sector reputation analysis and response optimization services) facilitated standardised access to available online information and data resources. Overall, the aim was to help small and medium-sized enterprises (SMEs) perform corporate brand reputation management and market sector repute analysis. To achieve its aims, project partners began by mapping SME requirements through the identification of gaps, deficiencies, needs and problems. This led to work on conceptual modelling and architecture design ahead of the development of an online social media information space for Member States and Associated Countries. Three core software components were developed for the semantic common reference model that enables European commercial, retail and industrial SMEs to cooperate, exchange data, gain access to globally available social media information web resources and carry out corporate brand reputation management. The team devised a brand reputation management and marketing strategy that also compares strategic information gathered about end users with market sector results. They demonstrated the usability and applicability of the developed platform and related services using real-life business case scenarios in the tourism, footwear, food and beverage, information technology and construction sectors of Bulgaria, Greece, Italy, Romania, Spain and Turkey. LINKED2MEDIA will have an impact on European SMEs, enabling them to listen to customers, identify trends and better inform their marketing strategies. This should translate to enhanced services, profitability and happier consumer segments.
Keywords
Social media, brand reputation management, user-generated content, data platform, corporate brand
