Almost a year ago Web Analytics World published an initial product review of Brandwatch, a social media monitoring tool. It’s a quick and easy tool that you can use to monitor any brand mentions across forums, blogs, websites, Twitter, and Facebook. If you think about the simplicity of “Google Alerts” but add in a team of people who make sure your search terms are everything they should be, as well as more available data sources – you get Brandwatch.
Word of mouth has always been a key element in the world of business and product promotion and while some might say that it’s an outdated concept made redundant by today’s modern technology the truth is that with all the social media outlets it’s even more important.
In today’s world if someone doesn’t like your product, customer service or hears of a possible health concern (like BPA in plastic bottles) instead of telling a couple of friends or family members they can complain via a multitude of social media platforms. With trending, re-tweeting, sharing and liking their complaint, concern or product review around the world and even perhaps published by major newspapers; making word of mouth arguably one of the most important branding elements.
Brand Monitoring and Reputation Management
We know how highly corporate organizations value their brands … after all, the perception in the market of their brand and the reputation they command could make or break their future. However, I wonder how many feel they are in still control of such a valuable asset?
Social media in particular has a tendency to grab brands, influence and even direct them. Online polls, votes, comments and reviews. Videos are made, blogs are written – much is true, much is false – no wonder that corporate executives are at times frustrated. It’s not only big business of course that is affected – even the smallest hotel, local auto repair shop or restaurant can be damaged by a couple of unfair or badly balanced reviews.
Brand Monitoring Tools and Techniques
We are often asked to work with organizations in this area and in Introduction to Brand Monitoring we explore some practical ways of regaining control and setting the agenda. We look at specific tools you can use such as TweetDeck and explain how to manage potential negatives into positives.
- Who is linking to you and identifying problems
- Learn how to maximise the value of being linked back to from relevant, high quality sites
- Consider how you will monitor your brand’s online reputation (and your competitors!)
- Be alive to the numerous ways that customers will use the internet and social sites to discuss your brand and interact with you – Manage these channels to improve your products and services and fend off potential damage.