What is Brand Monitoring?
Essentially it is about monitoring various channels on the web to find out what is being said about your company, your brand, your products or anything else explicitly connected with your business. These channels could include:
- Search Engine Results
- Content and Links from other websites
- Social media buzz
You want to monitor the various channels to:
- understand which sites are linking to you from around the web and see what sort of content they are displaying about you,
- where possible you want to maximise the potential benefits of your site being represented on third party websites,
- to monitor your brand’s online reputation and potentially that of your competitors,
- to answer customer complaints and questions on the web coming from the different channels,
- to collate customer comments either directly or indirectly in order to help you improve products and services,
- to prevent and mitigate negative coverage by replying quickly to criticism.
Brand monitoring can also be used for wider purposes such as for market research to collate information about what is being said on a range of topics within your industry.
We cover various aspects of brand monitoring, one of the things we analyse is all of the sites which link through to your main company website and we order these links by power and authority. A key part of brand monitoring is about checking out all of the sites that link to you and seeing exactly what they are saying about you, making sure where possible that the information is up to date and correct. If the information is incorrect, out of date or presents you in the wrong light then you can contact the website in question and ask them to update their content.
Relating to your reach via social media we report back on key social metrics relevant to business objectives this will give you information on the engagement level of your social media activity and it will identify the social followers who are talking about you the most, sharing your content and so on. This will give you some key insights into the social media buzz around your business.
If you want to monitor what is being said about you via social media on a more real-time basis there are tools available that can help you manage and monitor your different social channels such as TweetDeck. You can set up different alerts or channels to help you monitor product or company names.
Larger businesses perhaps with an international presence and significant brand investment or with very active social media activity may need the support of specialist dashboard tools that will monitor, collate and present information on a centralised basis. For these specific requirements there are a number of tools on the market and we can advise you on the selection and set up as required.