TNS launches TRI*M digital reputation manager

The offering will provide insights that build a comprehensive understanding of both, the real reputation drivers among online conversations and how to harness them.

Custom research company TNS, has announced the launch of TRI*M (pronounced 'trim') digital reputation manager, a tool designed to help companies better understand the drivers of reputation in a digital environment and to customise their communications approach so as to protect and strengthen their corporate brands.

TRI*M will help companies cut through the noise of online conversations to understand the exact topics and engagement strategies that will really support their business objectives.

Parijat Chakraborty, senior vice-president, TNS India, says in an official communiqué, "The challenge of measuring and managing online buzz is equally high for both global and local brands. India's growing population, coupled with its ever-increasing internet penetration, makes the job of online reputation management a real tough one. The absence of a reliable system forces many custodians of brands to act as mere spectators. With this new introduction from TNS, the industry now has a solid, reliable system to monitor, measure and manage the online buzz around a brand or company."

Building on TNS's long-standing history in stakeholder management research and corporate reputation benchmarking, TRI*M digital reputation manager is capable of identifying the exact drivers of digital reputation for an organisation and making precise recommendations of actions that will support long-term growth.

This can be done both online and offline, in three steps: Identifying, evaluating and managing. The first stage involves advanced social media screening to understand what is being discussed about a company online, the frequency of individual themes and issues, studying the location of these ongoing discussions, and the sentiment of these conversations.

The second stage involves applying TRI*M digital reputation manager to online conversations, identifying the topics -- both positive and negative -- that will impact a company's corporate reputation among key audiences, identifying the need for action, and to prioritise topics that will protect and strengthen corporate reputation.

The third stage is about digital lifestyle segmentation, based on TNS's 'Digital Life', a comprehensive study of online behaviour. This stage promises a deep understanding of the digital attitudes of the company's target groups, leading to precise recommendations about the digital channels and engagement strategies for corporate communication.

Steffen Hermann, senior reputation advisor, Global TRI*M Centre, says, "With this new integrated solution, we are drawing on our strong heritage in stakeholder management research and comprehensive insights into the way people behave online, to give companies precise recommendations on the digital touch points and conversations they should participate in to protect and strengthen reputation and drive advocacy with their key stakeholders."

Part of the insight, information and consultancy group Kantar, TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and stakeholder management, based on long-established expertise and market-leading solutions. TNS currently has a presence in over 80 countries.

Kantar has 28,500 employees working in 100 countries, across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle.