FORA – A fuzzy set based framework for online reputation management
Section snippets
Motivation
An online reputation is the publicly kept social evaluation of an entity based on the entities previous behavior, what was posted by the entity, and what third parties share about the entity on the Internet. The Internet thereby constitutes a worldwide database, where information is archived and not easily deleted. People, organizations, and governments are increasingly drawing on today's social Web to create and share on the Internet. In large parts, this Web is comprised of media that are
Online reputation analysis
Oscar Wilde once observed that “one can survive everything, nowadays, except death, and live down everything except a good reputation” [25]. Hence, reputation is an important, albeit intangible asset, which can cause organizations to fail or succeed. Sticks and stones may break bones but a bad reputation can take an organization out of business. Thereby, an organization's reputation comes across as a social evaluation of stakeholders toward the management of different criteria or,
The FORA framework
Folksonomies are typically based on vague human perceptions such as identity, location, status, time, and other characteristic of physical and mental objects. A folksonomy is a Social Web classification practice and method of collaboratively creating and managing tags to annotate and categorize content. In order to process this human input, the FORA framework must be given the ability to process words, perceptions, and propositions drawn from natural language. To this end, Zadeh's computational
YouReputation prototype and lessons learned
By posting or commenting Web data, the Social Web made it easy to malign an organization. Scanning and monitoring helps to quickly track these kinds of data and, maybe after a forecasting of an assault's impact, an organization can respond in a timely manner and hence better manage its reputation. By this means, the distance between an organization and its customers can be minimized. Now the YouReputation prototype gives organizations a hand to do an effective online reputation analysis. The
Conclusions and future directions
This article provided a foundation for further analysis of a reputation system. The introduced FORA framework is an approach to gain deeper insights into an organizations online reputation. The social Web can reveal what customers actually think about an organization, so whether they tweet, comment or blog about it, with our framework an organization will make sense of its customers' opinions. And because the boundaries in fuzzy classification systems are not rigorous, it is possible to find
Acknowledgement
Upon the recommendation of the referees this article is a revised version of Portmann's article [33] presented at the Sixth International Summer School on Aggregation Operators in Benevento, Italy. That is why we are grateful to the referees for this honor. We also appreciate our colleagues of Mediamatics, the Fuzzy Marketing Methods, and the Berkeley Initiative in Soft Computing research centers who selflessly helped with word and deed when we sometimes could not see the wood through the
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