Brand Monitoring is essentially the setting up of a mechanism to monitor anything that is being said online about your company, your brand or whatever else you want to track. It can give you the opportunity to respond quickly to negative mentions, or, build on positive comments.
There are a large and growing number of tools available on the market which can help you monitor your brand online and as such it can be a daunting task when trying to determine the best choice of tool. Some of these tools are free, some are low cost and some are more expensive however the more expensive “paid for” tools often include implementation and consultation plans and support for larger organizational needs.
How to choose a brand Monitoring Tool
A few fundamental questions can help narrow down the choice of Brand Monitoring tools.
How many brands do you need to monitor and how much resource do you have to invest in Brand Monitoring?
For larger businesses with big brands and multiple products in the market then Brand Monitoring can often be a task for more than one person. In this scenario (where teams of people have responsibility for brand monitoring across an organization) other features become important in a toolset such as administration control of users, permission level access, coordination of activities, process control, planning, CRM integration etc. Some tools which provide enterprise level brand monitoring capabilities are –
For smaller scale brand monitoring there is still a wide range of tools to choose from. Some key selection criteria are around budget availabilityand skill set.
For example, there are many fantastic free tools and low cost tools that can help you to monitor your brand online such as
One Stop Shop Brand Monitoring Tools
Typically when using free and low cost tools you need to invest some time understanding various tools and reports, sometimes cross referring data and using different tools to get different pieces of information. As such, this usually means that the end user needs a fair bit of know-how and expertise. Some more comprehensive ‘one stop shop’ brand monitoring tools (that cost a little more) but can provide a central platform for all your monitoring needs are
Are you an Agency?
For any agency who advises companies on internet marketing, brand promotion and protection etc it is becoming important to have a tool set which can be used to help manage the process. This becomes more essential when supporting multiple clients. The criteria an agency may use for selection of a brand monitoring tool suite would broadly be based on the questions raised above on scale on monitoring required, resource/budget committed etc. however another option available to agencies would be white labelling. Products which allow white labelling effectively enable agencies to present their tools, reports and data as if they were their own product offering. Some examples of tools which have white label offerings are