{"id":127080,"date":"2022-05-17T13:56:00","date_gmt":"2022-05-17T11:56:00","guid":{"rendered":"https:\/\/brand24.com\/blog\/?p=127080"},"modified":"2026-04-15T19:29:46","modified_gmt":"2026-04-15T17:29:46","slug":"como-medir-a-reputacao-da-marca","status":"publish","type":"post","link":"https:\/\/brand24.com\/blog\/pt\/how-to-measure-brand-reputation\/","title":{"rendered":"Como medir a reputa\u00e7\u00e3o da marca usando o monitoramento da Web e das m\u00eddias sociais"},"content":{"rendered":"<p>Reputa\u00e7\u00e3o. Reputa\u00e7\u00e3o da marca. Medi\u00e7\u00e3o da reputa\u00e7\u00e3o da marca. \u00c0 primeira vista, parece um pouco absurdo - como \u00e9 poss\u00edvel medir as opini\u00f5es, os sentimentos e as expectativas das pessoas sobre uma marca e coloc\u00e1-los em n\u00fameros? \u00c9 poss\u00edvel? \u00c9 poss\u00edvel - pelo menos uma parte. Veja como medir a reputa\u00e7\u00e3o da marca usando o monitoramento da Web e das m\u00eddias sociais.<\/p>\n\n\n\n<p>\u00c9 importante lembrar que medir <a href=\"https:\/\/brand24.com\/blog\/pt\/melhor-software-de-gerenciamento-de-reputacao-on-line\/\" target=\"_blank\" rel=\"noreferrer noopener\">reputa\u00e7\u00e3o da marca<\/a> usando a Web e <a href=\"https:\/\/brand24.com\/blog\/pt\/ferramentas-de-monitoramento-de-midia-social\/\" target=\"_blank\" rel=\"noopener\" title=\"\">ferramentas de monitoramento de m\u00eddia social<\/a> \u00e9 apenas um lado da hist\u00f3ria. Em geral, h\u00e1 mais dados sobre sua marca que podem ser medidos. \u00c9 bom considerar tamb\u00e9m as pesquisas de NPS, a reputa\u00e7\u00e3o de SEO e a satisfa\u00e7\u00e3o do cliente... e este v\u00eddeo apresenta um breve resumo das 10 principais coisas que voc\u00ea deve considerar se quiser gerenciar e proteger sua marca. <a href=\"https:\/\/brand24.com\/blog\/pt\/reputacao-comercial\/\" target=\"_blank\" rel=\"noopener\" title=\"\">reputa\u00e7\u00e3o comercial<\/a>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"10 maneiras de proteger a reputa\u00e7\u00e3o de sua empresa on-line\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/O9n1iwfJ24k?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Como nossa x\u00edcara de ch\u00e1 no Brand24 se chama Web e <a href=\"https:\/\/brand24.com\/blog\/pt\/monitoramento-de-midia-social\/\" target=\"_blank\" rel=\"noopener\">monitoramento de m\u00eddia social<\/a>Como a reputa\u00e7\u00e3o da marca pode ser medida usando nosso pr\u00f3prio Brand24, esta postagem do blog discutir\u00e1 apenas como voc\u00ea pode medir a reputa\u00e7\u00e3o da marca. Apenas isso.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"id1\">\u00c9 poss\u00edvel medir a reputa\u00e7\u00e3o?&nbsp;<\/h2>\n\n\n\n<p>Depende de como voc\u00ea v\u00ea a situa\u00e7\u00e3o.<\/p>\n\n\n\n<p>Por um lado, n\u00e3o existe uma f\u00f3rmula para extrair um \u00fanico n\u00famero ou outro indicador mensur\u00e1vel da condi\u00e7\u00e3o da reputa\u00e7\u00e3o de uma marca.<\/p>\n\n\n\n<p>Por outro lado, voc\u00ea pode obter alguns outros n\u00fameros que, colocados lado a lado e comparados com os concorrentes ou com resultados anteriores, podem dar uma boa ideia do desempenho da reputa\u00e7\u00e3o da sua marca.<\/p>\n\n\n\n<p>Discutirei alguns dos quais voc\u00ea pode encontrar no Brand24.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"id2\">M\u00e9tricas de reputa\u00e7\u00e3o da marca<\/h2>\n\n\n\n<p>De todos os dados, nossa Web e redes sociais <a href=\"https:\/\/brand24.com\/blog\/pt\/o-que-e-monitoramento-e-analise-de-midia\/\" target=\"_blank\" rel=\"noopener\" title=\"Um guia abrangente para monitoramento de m\u00eddia + FERRAMENTAS\">monitoramento de m\u00eddia<\/a> H\u00e1 alguns pontos de dados particularmente valiosos para medir a reputa\u00e7\u00e3o da marca. Podemos cham\u00e1-los de m\u00e9tricas de reputa\u00e7\u00e3o da marca e eles incluem:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Alcance da m\u00eddia social<\/li>\n\n\n\n<li>Compartilhamento de voz<\/li>\n\n\n\n<li>An\u00e1lise de sentimento<\/li>\n\n\n\n<li><a href=\"https:\/\/brand24.com\/blog\/pt\/pontuacao-da-reputacao-on-line\/\" target=\"_blank\" rel=\"noopener\" title=\"Qual \u00e9 a pontua\u00e7\u00e3o de reputa\u00e7\u00e3o on-line de sua marca?\">Pontua\u00e7\u00e3o de reputa\u00e7\u00e3o on-line<\/a><\/li>\n<\/ul>\n\n\n\n<p>Vamos ver o que eles dizem a voc\u00ea.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Alcance da m\u00eddia social<\/h3>\n\n\n\n<p>O alcance da m\u00eddia social descreve o n\u00famero de pessoas que podem ter encontrado sua marca (e todo o conte\u00fado relevante) na m\u00eddia social.<\/p>\n\n\n\n<p>O Brand24 calcula o alcance da m\u00eddia social com base no n\u00famero de seguidores e assinantes de plataformas de m\u00eddia social e do YouTube.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Alcance da m\u00eddia social como um <a href=\"https:\/\/brand24.com\/blog\/pt\/reputacao-da-marca\/\" target=\"_blank\" rel=\"noopener\" title=\"\">reputa\u00e7\u00e3o da marca<\/a> A m\u00e9trica pode ilustrar a popularidade de sua marca no sentido de quantas pessoas ela atinge<\/li>\n\n\n\n<li>O alcance tamb\u00e9m pode indicar o tamanho dos perfis que falam sobre sua marca. Se o alcance for alto, isso pode indicar que h\u00e1 alguns perfis de m\u00eddia social com muitos seguidores falando sobre sua marca, por exemplo, influenciadores ou m\u00eddia do setor<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Compartilhamento de voz<\/h3>\n\n\n\n<p><a href=\"https:\/\/brand24.com\/blog\/pt\/como-medir-o-compartilhamento-de-voz\/\" target=\"_blank\" rel=\"noreferrer noopener\">Compartilhamento de voz<\/a> \u00e9 uma das m\u00e9tricas mais populares usadas em rela\u00e7\u00f5es p\u00fablicas e tamb\u00e9m pode ajudar a medir a reputa\u00e7\u00e3o da marca. Essa m\u00e9trica representa o n\u00famero de conversas sobre sua marca dividido pelo n\u00famero de conversas sobre seu setor.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>O compartilhamento de voz \u00e9 outro indicador de popularidade. Ele ilustra o quanto das conversas em seu nicho, setor, produto ou servi\u00e7o \u00e9 dedicado \u00e0 sua marca. \u00c9 expresso em porcentagens<\/li>\n\n\n\n<li>O compartilhamento de voz mostra a popularidade e o conhecimento de uma marca na mente dos consumidores&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">An\u00e1lise de sentimento<\/h3>\n\n\n\n<p><a href=\"https:\/\/brand24.com\/blog\/pt\/analise-de-sentimentos\/\" target=\"_blank\" rel=\"noopener\" title=\"O que \u00e9 an\u00e1lise de sentimento? Um guia definitivo para 2023\">An\u00e1lise de sentimento<\/a> As tecnologias em geral t\u00eam muito a aprender. Alguns dos problemas comuns que elas enfrentam incluem:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Detectando a ironia&nbsp;<\/li>\n\n\n\n<li>Detectando sarcasmo&nbsp;<\/li>\n\n\n\n<li>Detec\u00e7\u00e3o de conjun\u00e7\u00e3o contrastiva&nbsp;<\/li>\n\n\n\n<li>&nbsp;Resolu\u00e7\u00e3o de an\u00e1foras&nbsp;<\/li>\n\n\n\n<li>Reconhecimento de entidades nomeadas<\/li>\n<\/ul>\n\n\n\n<p>Embora a an\u00e1lise de sentimentos tenha seus pontos fracos, ela ainda tem um valor enorme e pode se tornar uma das m\u00e9tricas de reputa\u00e7\u00e3o da sua marca. Voc\u00ea s\u00f3 precisa perdoar e esquecer e filtrar manualmente as partes irrelevantes do texto.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A an\u00e1lise de sentimentos pode apontar os pontos fracos de uma marca, seja em termos de produtos ou servi\u00e7os<\/li>\n\n\n\n<li>Da mesma forma, ela pode enfatizar os pontos fortes e mostrar o que os consumidores mais valorizam<\/li>\n<\/ul>\n\n\n\n<p><strong>Como medir a reputa\u00e7\u00e3o da marca?<\/strong><\/p>\n\n\n\n<p><em>\"A reputa\u00e7\u00e3o da marca pode ser medida por meio de an\u00e1lise de sentimentos, avalia\u00e7\u00f5es, mentions sociais e qualidade do engajamento. Eu analiso o que as pessoas est\u00e3o dizendo e como est\u00e3o dizendo. A percep\u00e7\u00e3o positiva \u00e9 conquistada, e os dados mostram se a sua mensagem est\u00e1 chegando da maneira que voc\u00ea pretende.\"<\/em><\/p>\n\n\n\n<p class=\"has-text-align-right\">Phil Pallen, estrategista de marca<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"id3\">Como medir a reputa\u00e7\u00e3o da marca no Brand24?<\/h2>\n\n\n\n<p>Crie seu <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=4\" target=\"_blank\" rel=\"noreferrer noopener\">conta de avalia\u00e7\u00e3o gratuita<\/a>. A partir desse momento, sua conta gratuita ficar\u00e1 ativa por 14 dias. N\u00e3o \u00e9 necess\u00e1rio cart\u00e3o de cr\u00e9dito. Isso deve ser suficiente para ver se funciona para voc\u00ea.<\/p>\n\n\n\n<p>Voc\u00ea precisar\u00e1 criar dois projetos:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Um para monitorar sua marca e calcular o alcance da m\u00eddia social e fazer an\u00e1lise de sentimentos.<\/li>\n\n\n\n<li>Outro para monitorar mentions sobre seu setor, nicho, produto, servi\u00e7o e para calcular seu share of voice.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Veja o que fazer.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Alcance da m\u00eddia social e an\u00e1lise de sentimentos<\/h3>\n\n\n\n<p>Nesta etapa, voc\u00ea cria um projeto para monitorar os mentions on-line sobre sua marca na Web e nas m\u00eddias sociais.<\/p>\n\n\n\n<p>No criador do projeto, insira palavras-chave relevantes para sua marca, inclusive:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nome da empresa<\/li>\n\n\n\n<li>Nome do produto\/servi\u00e7o&nbsp;<\/li>\n\n\n\n<li>Hashtag da marca<\/li>\n\n\n\n<li>Endere\u00e7o do site<\/li>\n\n\n\n<li>Identificador de m\u00eddia social<\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69e316b74b784&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69e316b74b784\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"530\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-mentions-start-project-1140x530.jpeg\" alt=\"Assistente de cria\u00e7\u00e3o de projeto no Brand24, onde voc\u00ea pode inserir as palavras-chave que deseja monitorar para sua an\u00e1lise de m\u00eddia social\" class=\"wp-image-174542\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-mentions-start-project-1140x530.jpeg 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-mentions-start-project-1536x713.jpeg 1536w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-mentions-start-project-2048x951.jpeg 2048w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-mentions-start-project-18x8.jpeg 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-mentions-start-project-300x139.jpeg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-mentions-start-project-170x80.jpeg 170w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-mentions-start-project-248x115.jpeg 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-mentions-start-project-scaled.jpeg 1300w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=4\">Monitore a reputa\u00e7\u00e3o on-line de sua empresa.<\/a><\/figcaption><\/figure>\n\n\n\n<p>A partir do momento em que voc\u00ea criar o projeto, o Brand24 coletar\u00e1 seus mentions no&nbsp;<strong>Mentions<\/strong>&nbsp;guia.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69e316b74ba71&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69e316b74ba71\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"783\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Brand24-dashboard-1140x783.jpeg\" alt=\"Brand24 Ferramentas para monitorar a reputa\u00e7\u00e3o de sua marca\" class=\"wp-image-174541\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Brand24-dashboard-1140x783.jpeg 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Brand24-dashboard-18x12.jpeg 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Brand24-dashboard-300x206.jpeg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Brand24-dashboard-232x159.jpeg 232w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Brand24-dashboard.jpeg 1187w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=4\">Monitore a reputa\u00e7\u00e3o on-line de sua empresa.<\/a><\/figcaption><\/figure>\n\n\n\n<p>Vamos agora calcular o alcance da m\u00eddia social e fazer a an\u00e1lise de sentimentos.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Alcance da m\u00eddia social&nbsp;<\/h4>\n\n\n\n<p>Para descobrir o alcance que o nome da sua empresa, o nome do produto\/servi\u00e7o, a hashtag da marca ou o endere\u00e7o do site geram nas m\u00eddias sociais, acesse a p\u00e1gina&nbsp;<strong>Resumo<\/strong>&nbsp;guia.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69e316b74bd20&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69e316b74bd20\" class=\"wp-block-image aligncenter size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"559\" height=\"457\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Summary.jpeg\" alt=\"\" class=\"wp-image-174537\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Summary.jpeg 559w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Summary-15x12.jpeg 15w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Summary-300x245.jpeg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Summary-194x159.jpeg 194w\" sizes=\"auto, (max-width: 559px) 100vw, 559px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=4\" target=\"_blank\" rel=\"noreferrer noopener\">Monitore a reputa\u00e7\u00e3o on-line de sua empresa.<\/a><\/figcaption><\/figure>\n\n\n\n<p>Em seu interior, h\u00e1 um resumo num\u00e9rico dos dados. Uma das m\u00e9tricas dispon\u00edveis \u00e9 <strong>Alcance estimado da m\u00eddia social<\/strong>&nbsp;das palavras-chave que voc\u00ea monitora neste projeto.<\/p>\n\n\n\n<p class=\"has-text-color has-background\" style=\"color:#0fb36c;background-color:#f0f5f5\">Para saber mais sobre o alcance da m\u00eddia social, consulte minha postagem&nbsp;<em><a href=\"https:\/\/brand24.com\/blog\/pt\/como-medir-o-alcance-da-midia-social\/\" target=\"_blank\" rel=\"noreferrer noopener\">Como calcular o alcance da m\u00eddia social<\/a><\/em>.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">An\u00e1lise de sentimento<\/h4>\n\n\n\n<p>Para ver os dados da an\u00e1lise de sentimentos, voc\u00ea precisa acessar o&nbsp;<strong>An\u00e1lise<\/strong>&nbsp;e o mesmo resumo num\u00e9rico. Ele mostra o n\u00famero de mentions negativos e positivos.&nbsp;<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69e316b74bfef&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69e316b74bfef\" class=\"wp-block-image aligncenter size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"747\" height=\"1092\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Overview-by-Brand24.jpeg\" alt=\"An\u00e1lise positiva e negativa de mentions na guia Analysis do Bran24 toold\" class=\"wp-image-174538\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Overview-by-Brand24.jpeg 747w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Overview-by-Brand24-8x12.jpeg 8w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Overview-by-Brand24-300x439.jpeg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Overview-by-Brand24-109x159.jpeg 109w\" sizes=\"auto, (max-width: 747px) 100vw, 747px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=4\" target=\"_blank\" rel=\"noreferrer noopener\">Monitore a reputa\u00e7\u00e3o on-line de sua empresa.<\/a><\/figcaption><\/figure>\n\n\n\n<p>No Brand24, voc\u00ea tamb\u00e9m pode comparar seus dados de an\u00e1lise de sentimento com o per\u00edodo de tempo semelhante no passado. Para ver essa compara\u00e7\u00e3o, voc\u00ea vai para a se\u00e7\u00e3o&nbsp;<strong>Resumo<\/strong>&nbsp;e a se\u00e7\u00e3o com gr\u00e1ficos onde est\u00e3o todos os seus n\u00fameros e porcentagens.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69e316b74c28b&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69e316b74c28b\" class=\"wp-block-image aligncenter size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1300\" height=\"469\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-sentiment-analysis.jpeg\" alt=\"An\u00e1lise de sentimento por Brand24\" class=\"wp-image-174544\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-sentiment-analysis.jpeg 1300w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-sentiment-analysis-1140x411.jpeg 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-sentiment-analysis-1536x554.jpeg 1536w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-sentiment-analysis-18x6.jpeg 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-sentiment-analysis-300x108.jpeg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-sentiment-analysis-248x89.jpeg 248w\" sizes=\"auto, (max-width: 1300px) 100vw, 1300px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">2. Compartilhamento de voz<\/h3>\n\n\n\n<p>Crie outro projeto, mas, dessa vez, insira palavras-chave que descrevam o nicho em que voc\u00ea est\u00e1:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Setor<\/li>\n\n\n\n<li>Produto<\/li>\n\n\n\n<li>Servi\u00e7o<\/li>\n<\/ul>\n\n\n\n<p>Depois de criar seu projeto, v\u00e1 para <strong>Mentions<\/strong>&nbsp;aba. Nela, voc\u00ea encontrar\u00e1 um n\u00famero geral de mentions coletados - conversas sobre seu nicho.&nbsp;<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69e316b74c57c&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69e316b74c57c\" class=\"wp-block-image aligncenter size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"749\" height=\"994\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-mentions.jpeg\" alt=\"\" class=\"wp-image-174539\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-mentions.jpeg 749w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-mentions-9x12.jpeg 9w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-mentions-300x398.jpeg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-mentions-120x159.jpeg 120w\" sizes=\"auto, (max-width: 749px) 100vw, 749px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Agora, voc\u00ea precisa descobrir quantas vezes eles mention sua marca. <\/p>\n\n\n\n<p>Para fazer isso, use a pesquisa booleana logo abaixo das fontes e acima dos mentions. Para descobrir quantas vezes sua marca foi mentioned exatamente, use {is}&nbsp;<em>marca<\/em>&nbsp;para mostrar apenas mentions que contenham o nome de sua marca.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69e316b74c7f3&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69e316b74c7f3\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"442\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Brand24-mention-tab-1140x442.jpeg\" alt=\"Guia Mention na ferramenta Brand24\" class=\"wp-image-174545\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Brand24-mention-tab-1140x442.jpeg 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Brand24-mention-tab-1536x595.jpeg 1536w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Brand24-mention-tab-2048x793.jpeg 2048w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Brand24-mention-tab-18x7.jpeg 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Brand24-mention-tab-300x116.jpeg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Brand24-mention-tab-248x96.jpeg 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2022\/05\/how-to-measure-brand-reputation-Brand24-mention-tab.jpeg 1300w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Ampliar\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=4\" target=\"_blank\" rel=\"noreferrer noopener\">Monitore a reputa\u00e7\u00e3o on-line de sua empresa.<\/a><\/figcaption><\/figure>\n\n\n\n<p>O Brand24 lhe mostrar\u00e1 um n\u00famero. Para calcular seu share of voice, divida o n\u00famero de mentions sobre seu nicho pelo n\u00famero de mentions sobre sua marca. <\/p>\n\n\n\n<p>Aqui est\u00e1.&nbsp;<\/p>\n\n\n\n<p class=\"has-vivid-green-cyan-color has-text-color has-background\" style=\"background-color:#f0f5f5\">Para saber mais sobre compartilhamento de voz, consulte a postagem de Marta sobre <a href=\"https:\/\/brand24.com\/blog\/pt\/como-medir-o-compartilhamento-de-voz\/\"><em>como medir o compartilhamento de voz<\/em><\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclus\u00e3o<\/h2>\n\n\n\n<p>Como visto acima, usando o monitoramento da Web e das m\u00eddias sociais, \u00e9 poss\u00edvel medir algumas partes da reputa\u00e7\u00e3o da marca: <a href=\"https:\/\/brand24.com\/blog\/pt\/analise-de-sentimentos\/\" target=\"_blank\" rel=\"noreferrer noopener\" title=\"O que \u00e9 an\u00e1lise de sentimentos e como faz\u00ea-la por conta pr\u00f3pria\">an\u00e1lise de sentimentos<\/a>alcance de m\u00eddia social, compartilhamento de voz.<\/p>\n\n\n\n<p>Esses n\u00fameros, no entanto, s\u00e3o valiosos somente quando colocados em um contexto. Para ter um ponto de refer\u00eancia, voc\u00ea pode, por exemplo, comparar seus resultados com o passado ou com os de seus concorrentes. Para fazer isso, voc\u00ea precisar\u00e1 seguir as mesmas etapas tamb\u00e9m para as marcas de seus concorrentes.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>LEITURAS RELACIONADAS SELECIONADAS A DEDO:<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/brand24.com\/blog\/pt\/beneficios-do-monitoramento-da-reputacao-da-marca\/\">Benef\u00edcios do monitoramento da reputa\u00e7\u00e3o da marca<\/a><\/p>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/brand24.com\/blog\/pt\/ferramentas-de-monitoramento-da-reputacao-da-marca\/\" target=\"_blank\" rel=\"noreferrer noopener\">As 10 principais ferramentas de monitoramento da reputa\u00e7\u00e3o da marca<\/a><\/p>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/brand24.com\/blog\/pt\/como-manter-uma-reputacao-comercial-positiva\/\" target=\"_blank\" rel=\"noreferrer noopener\">Como manter uma reputa\u00e7\u00e3o comercial positiva<\/a><\/p>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/brand24.com\/blog\/pt\/gerenciamento-da-reputacao-corporativa\/\" title=\"\">O que \u00e9 o gerenciamento da reputa\u00e7\u00e3o corporativa?<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Veja como \u00e9 poss\u00edvel medir a reputa\u00e7\u00e3o da marca usando o monitoramento da Web e das m\u00eddias sociais.<\/p>","protected":false},"author":12,"featured_media":128574,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[4144],"tags":[],"class_list":["post-127080","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-management"],"acf":[],"aioseo_notices":[],"cf_author_first_name":"Tom","cf_author_last_name":"Zietek","_links":{"self":[{"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/posts\/127080","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/comments?post=127080"}],"version-history":[{"count":79,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/posts\/127080\/revisions"}],"predecessor-version":[{"id":183324,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/posts\/127080\/revisions\/183324"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/media\/128574"}],"wp:attachment":[{"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/media?parent=127080"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/categories?post=127080"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brand24.com\/blog\/pt\/wp-json\/wp\/v2\/tags?post=127080"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}