Online reputation management has attained critical importance level for brands worldwide. Smaller companies can keep track of brand mentions through simple Google keyword alerts. For larger firms with millions of users, extracting such useful business intelligence is much more complicated. Instead, they need to track the activities of specific influencers. They have a greater hold over the market especially via social media so whatever they mention has much greater visibility. Big Data muist also be monitored by using specific software tools. It must track social media, print, blogs and TV. The frequency of mentions must then also be benchmarked. It also provides good idea of the market sentiment regarding the brand.

Source: http://customerthink.com/how-to-monitor-brand-reputation-when-you-have-millions-of-customers/