Persona debuts social reputation management tool

Persona has launched a service to help individual consumers and businesses manage their reputations on social media.

SEATTLE: Persona has launched a service to help individual consumers and businesses manage their reputations on social media.

The platform, which launched last month, monitors each user's social media networks, including Facebook, Twitter, and Google Plus. It also flags potentially offensive photos and posts, and allows users to delete them directly from alerts. Customers are notified about potentially problematic material via text message.

“With Persona, companies can manage their own accounts to enable their in-house PR or social media teams to ensure their accounts are clean,” said Persona CEO Lee Sherman. “PR agencies can also monitor their clients' social media accounts or multiple accounts.”

Persona comes in two versions: a text-only edition and the more comprehensive Persona Pro that flags questionable photos as well as text. The tool has several different categories it scans for profanity, references to drugs or alcohol, violence, discrimination or misogyny, and racism. It also monitors comments and photos posted by others on users' social media pages and offers a historical cleanup.

Earlier this month, Home Depot fired an unnamed agency after it reportedly posted a tweet on the company's official Twitter account that many consumers found to be racist. Sherman cited this incident as something Persona could have prevented.

“There is no technology to-date that can effectively scan and flag inappropriate images,” he said. “The only solution is to have a team of people take those photos a company might have been tagged in, or that the company itself posted on a site, and review them against a defined set of criteria; this is another service we provide.”

Resonance PR supported the company during the launch of the platform, with outreach efforts focusing on media relations and strategic partnerships.

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