AJ co-founded TrendKite in 2012 and oversees all aspects of the organization’s sales operations.
No, this isn’t the world’s longest click bait list. Four-point-three-one-billion represents the number of pages on the indexed web as of September 28, 2014. Somewhere on some of those pages someone is talking about your brand, your competitors, your industry and your customers. Someone who has written one or more of those pages is in the position to help spread your brand messages and reach your target audience. I’ve never counted the number of strands in a haystack, but I bet it’s less than 4.31 billion. Advanced online brand tracking is the only way you’re going to find the needle and make some gold out of that straw.
Why It Matters
Online brand tracking is essential to:
- Identification of Media Contacts and Influencers
- Pitch Development
- Industry Monitoring
- Competitive Monitoring
- Reputation Management
- Crisis Management
- Results and ROI Analysis
Looks a bit like a job description for a PR representative or agency doesn’t it? Almost everything you do is impacted by brand monitoring, so it makes sense to choose tools that are sophisticated and robust enough to support your efforts in each of these areas.
Why Google Alerts Won’t Cut It
Google alerts and a bunch of others are to online brand tracking what camels are to transportation. Better than nothing, but not exactly state-of-the-art. These services, which are often free or very inexpensive, provide an alert via email or in a dashboard every time a selected keyword term is used on the channels they track. There is no logic or filter on the results, and every mention is treated as if it had equal value to every other. This is very democratic, but without a way to filter out the noise, it can quickly overwhelm PR resources. Too many alerts often results in people simply ignoring the alerts all together. Not a very effective media monitoring strategy.
If you’re ready to go beyond simple keyword alerts and implement advanced online brand tracking, here’s what you can gain:
- Smart News Alerts – You should get news alerts delivered to you based on your preferences and interests. News can be delivered on a daily or weekly basis, with real-time alerts for news that meets your criteria.
- Custom Media Dashboards – It is essential to know not just what was said about your brand or industry, but how impactful the mention is in terms of reach, authority and relevance. Advanced brand monitoring requires sophisticated big data analytics to measure the real impact of your PR activities and determine ROI.
- Interactive Reports – It is important that you are able to effectively and easily communicate what you’ve learned from brand monitoring. Automated, interactive reports are the best way to share PR results with your organization or clients.
The internet isn’t going to start shrinking any time soon. In fact, the type and number of channels for people to get information about your brand is only going to continue to grow bigger and more complex. Now is a good time to think about finding a solution that can help you develop, execute and demonstrate an effective PR strategy now and into the future.