Maintaining the health and longevity of your company necessitates keeping a close eye on public perception of your brand. There are more ways than ever for your audience to talk about you. Luckily, it’s never been easier to track your brand mentions and get a complete picture of how people feel about your brand thanks to online brand monitoring.
What is brand monitoring?
It is the process of tracking different channels to identify where your brand is mentioned. Knowing where and how people are talking about your brand will help you better understand how people perceive it, and lets you collect valuable feedback from your audience. You can also keep an eye on potential crises and respond to questions or criticism before they get out of control.
Brand monitoring vs. social monitoring
Whereas social monitoring focuses on just the social media coverage your brand gets, brand monitoring encompasses social media as well as everywhere else people are talking about your brand. It combines social monitoring and social listening, along with methods of tracking brand mentions on other non-social media channels to collect audience insights.
Brand monitoring matters – Why?
It’s important to care what the audience you’re serving thinks. You may not agree with some of the conversations you see about your brand, but it does give you a sense of how people feel about your brand and products in general. Your public perception and how you respond to public feedback can play a huge role in brand growth.
Here are a few of the ways that brand monitoring can have an impact on your business.
Understanding the sentiment
It can help you gain a better understanding of how people feel about your company. A sentiment analysis looks at the specific language used in comments about your brand and can tell you if people are speaking about your brand with a positive, negative, or neutral sentiment.
Reputation and crisis management
Monitoring your brand can help you stay on top of your reputation and handle customer issues before they get out of control. Listening to reviews and feedback online and having a process for responding and handling those issues can increase audiences’ trust in your brand and show that you actually care about what customers are saying.
Identifying issues and improvements
In addition to monitoring your brand’s reputation, it’s also important to monitor for potential feedback that can help you identify necessary improvements to your product or service. When gathering feedback from your audience, make sure that you have a good process in place. It’s just as important to have a system to relay the feedback you get online to the proper teams in your organization who can implement those changes and updates.
Creating two-way communication
When you know where people are talking about your brand, it is so much easier to respond. Responding to reviews or comments publicly demonstrates to your audience that you are paying attention to what they have to say.
It also shows that you are readily available to answer questions and assist customers. When you miss the chance to respond to questions or criticism online, it might appear that your brand is unavailable or not listening to feedback.
Identify user-generated content
User-generated content can act as a great complement to your content strategy. By monitoring your brand mentions, you can see who is sharing content about your brand. This is also a great way to find new influencers to work with who are true ambassadors of your brand and source new content for your social media channels.
What brand elements should you monitor?
When monitoring your brand, it’s tempting to monitor every mention of your brand everywhere people might be talking about it. However, it’s important to be intentional about what you’re monitoring and the channels you choose to keep an eye on. This prevents you from collecting an overwhelming amount of data that’s difficult to draw conclusions from, and helps you get more clarity out of the results you find.
Some of the main channels to monitor are:
In addition to tracking the right channels, make sure you’re tracking all of the elements of your brand that might receive publicity. When deciding what elements to monitor, choose ones that are relevant to your brand and industry. Here are a few of the key brand elements to consider monitoring for conversations mentioning your brand.
Make a list of all the ways people refer to your brand. This can include nicknames, blog names, and other variations of words that your brand is associated with. Some people may use different spellings or abbreviations of your name, so it’s important to track all the variations you know. Keyword research on the searches your brands’ web presence receives can help you identify variations and even common misspellings.
In addition to variations of your brand name, it’s also a good idea to track variations of your campaigns or product names in case you receive publicity or comments referring to those specific aspects of your brand. All of this will keep you up-to-date on what’s going on with your brand, even if your audience doesn’t specifically mention brand accounts.
It’s good to know what your competitors are up to and what their audience is talking about to make sure you’re up-to-date on the latest industry news. You can analyse your competitors to set a benchmark for assessing how your brand measures up to other similar brands in your industry.
Many online brand monitoring tools let you run a competitor analysis to measure how your social media activity compares to others. Competitor report lets you compare your presence to competitors on every platform to track how your performance changes over time.
Keep track of your metrics over time, as well as the data you get from brand monitoring, to see how everything from industry news to changes in your content strategy affects audience growth and engagement.
Brand monitoring can also help you understand the impact of specific tactics you’ve incorporated in your wider strategy, like influencer partnerships and campaigns. If you’ve created hashtags for those efforts, or tagged your posts you can bucket and track these posts to understand what types of campaigns and response efforts succeeded, and which ones failed to connect with your audience.
Industry buzzwords and trends
If you’re in a specific niche, it’s a good idea to keep track of trends or buzzwords in your industry. Even if these conversations don’t mention your brand directly, it helps to be informed about what’s being said about your industry. This can also be a good source of inspiration for new content ideas or to join the conversation in innovative ways.
CEOs and public figures
You should also monitor mentions of public figures or spokespeople for your brand or a specific campaign. Make sure you’re monitoring conversations around your CEO or any other prominent figures associated with your brand. Even if the news around the person isn’t directly related to business operations, how someone within your company is portrayed in the media can have an impact on the perception of your brand as a whole.
The Value of Brand Monitoring
Brand monitoring can help you figure out how people feel about your company. This knowledge can inform your marketing decisions and help you create campaigns your audience will love. When you can spot negative comments, you can more easily offer assistance and responses, and control the message being put out. The more you monitor, the more you’ll know about your industry and how your brand stands up to the competition.
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