There is an inconceivably vast amount of content on the web which was built for human consumption. However, its unstructured nature presents an obstacle for software. So the general idea behind web scraping is to turn this unstructured web content into a structured format for easy analysis.
Automated data extraction smooths the tedious manual aspect of research and allows you to focus on finding actionable insights and implementing them. And this is especially critical when it comes to online reputation management. Respondents to The Social Habit study showed that when customers contact companies through social media for customer support issues, 32% expect a response within 30 minutes and 42% expect a response within 60 minutes. Using web scraping, you could easily have constantly updating data feeds that alert you to comments, help queries, and complaints about your brand on any website, allowing you to take instant action.
You also need to be sure that nothing falls through the cracks. You can easily monitor thousands, if not millions of websites for changes and updates that will impact your company.