Social media has democratised access, but it has also given the power of anonymity. Anyone with an opinion can comment on any topic or subject.
Though a powerful tool, it can also be difficult for brands looking to create a strong reputation with their consumers. It is a double-edged sword that can allow a user to be genuinely thankful or sometimes even sarcastic, but how do you tell the difference?
That is where Reputation House comes in. It is an online reputation management agency that specialises in building and safeguarding the reputations of brands, individuals, events, and countries. It’s predictive engine also looks at comments and discerns the tonality behind it.
The app helps find mentions, track comments on review sites, and predict reputation crisis trends and reports in a simple and easy-to-consume manner.
Why Reputation House?
While the market was replete with different types of marketing software solutions, there was a need for affordable software that had everything that a typical mid-sized business needs.
“Within the business environment, we highlight the significance of online reputation as one of the most valuable assets for companies and personal brands. Our solutions vary based on each client’s specific needs, however generally, we enhance visibility, bolster reputation, safeguard digital image, and offer a wide range of AI-powered tools for independent use,” said Dima Raketa, CEO Reputation House.
The team comprises dedicated Search Engine Reputation Management (SERM) specialists who optimise search engine algorithms to ensure the clients rank high.
The tech team also gathers data across different platforms, conducting studies on topics that may be interesting.
Building the first product
The Reputation House App was the first product in the technology lineup. It began with an idea, followed by a thorough analysis. Today, the SaaS and software markets provide various solutions with differing prices, functionalities, and user experiences.
“We opted to develop a product that incorporates essential functionality to meet business needs, along with a unique recognition system that would captivate customers, investors, and the public alike,” added Raketa.
The primary challenge in developing the Reputation House App was establishing a system capable of accurately recognizing the tone of comments and reviews, which often contain regionalisms, sarcasm, irony, and metaphorical comparisons.
“Our technology enables early detection of problems, swiftly addressing any sore spots—whether they involve individuals, situations, or events—so that companies and brands can promptly gather details about reputational incidents and take necessary actions,” explained Raketa.
How does it work?
The platform helps businesses pick opportunities by preventing time loss and facilitating proactive measures. Beyond rectifying reputational risks and crises, the platform gathers comprehensive brand information, offers insights and provides predictions to help manage and control situations effectively.
The platform’s AI engine discerns the tone of brand mentions online and understands the sentiment behind each comment. Close to 96 per cent of users have been able to pinpoint reputation issues for their brands using this engine.
“Among these close to 45 per cent have successfully resolved the negative reputation situations within the first three months of using the app. This number touched 61 per cent after six months, and now this stands at 69 per cent. While this figure is quite high, users’ lack of understanding of the product is the primary obstacle. The system undergoes continuous learning, requiring constant assimilation of project information provided by the user,” added Raketa.
Building a differentiator
There are multiple players in the space, one being Sprinklr; the New York-based startup announced in 2020 that it had raised $200 million from private equity firm Hellman & Friedman in a Series G round that values Sprinklr at $2.7 billion.
Today, The MENA region is one of Sprinklr’s fastest-growing markets, with significantly high demand from the public and private sectors. Currently, the Government of Qatar is one of Sprinklr’s clients.
Speaking of their differences, Raketa said, “The primary distinction lies in our unique tone recognition technology, powered by artificial intelligence. In our market segment, this is the sole innovation that enables us to gauge the sentiments of real individuals who leave comments or feedback, mention a brand, or discuss personalities on social networks.”
The revenue model is commonplace in the market: a simple subscription granting access to the app’s full functionality. However, the team strives to transform the app into a comprehensive reputation management hub.
They are introducing new services that will be incorporated into the basic subscription at no extra cost. The team also stated they are developing a package of supplementary services, such as PR and SERM services, which will serve as robust add-ons for reputation enhancement.
“Since opening our headquarters in Dubai last year, we’ve become an essential part of the business ecosystem in the Middle East. We’ve plans in place to expand in the GCC region, starting with Saudi Arabia, and are excited to expand into new markets, enhance brand reputations, and promote transparency in the region’s information environment,” concluded Raketa.
