Technorati Review: Brand.com’s Reputation Manager Flaws Are Painful but Not Fatal
If you have ever had a really bad headache and had an impossible time opening a bottle of aspirin then you have already experienced the frustration of using Brand.com’s reputation management system. The issue lies more with getting to the cure than the cure itself.
The reputation monitor’s results, not surprisingly, require a heavy amount of refinement through keywords. Unfortunately long tail keywords are not the monitor’s forte as the keyword “Shane Paul Neil” brought back results for a wide array of Shane’s in its real time list of reputation alerts.
The program at times feels like it reaches beyond its purpose with options like the social media manager which is in fact a bare bones posting option with no real features. The content manager, designed to be a repository to approve content gives no direction as to connect your sites content despite the video tutorial.
While Brand.com has put together what, for all intents and purposes is a solidly functioning product, it falls into what seems to be a growing trap among enterprise software of forsaking user experience. The result is a program that instead of alleviating the need for reputation management, replaces it with the burden of mastering a program that comes with a fairly steep learning curve.
As savvy as I like to believe I am, it is entirely possible that in using the program I simply don’t know what I am doing. I may not be well versed in reputation management. I may not understand the background support that Brand provides its users. I may be, simply put, the lowest common denominator when it comes to Brand.com’s target market and that is where the program ultimately loses. The best tech products meet its users at whatever point of understanding they are at and work with and around that level of understanding. User interface, in program calls to action, video and written tutorials all go a long way to creating a solid product that is enjoyable to use. Brand’s reputation manager misses the mark on the bulk of these.
Of the issues that can plague a product like Brand’s they have the most enviable. They have built a product that is substance with little style. I have come across more than my fair share of programs that are the exact opposite. Being user friendly is only important if what you have is worth using in the first place. I look forward to seeing future versions that cast a solid product in a better light.