Matt co-founded TrendKite in 2012 and oversees all aspects of the organization’s product strategy and development.
Brand Monitoring Essentials
There's a great scene in the movie Caddyshack where groundskeeper Carl (played brilliantly by Bill Murray) says to Ty Webb (Chevy Chase in a signature roll), "People say I'm an idiot because all I do is cut lawns for a living." Ty replies, "People don't say that about you ... as far as you know." If you are a marketing or PR professional it's your business to know what people are saying about your brand online so that you can monitor and manage your brand's presence and protect its reputation.
Why Brand Monitoring Matters
It may be intuitive that your brand's online reputation is important, but here are some stats to back it up:
- 90% of consumers say that buying decisions are influenced by online reviews (Zendesk)
- 79% of consumers trust online reviews as much as personal recommendations (BrightLocal)
- 67% of respondents report that searching the Internet is the most persuasive source for product information (Nielson)
Conversations are happening about your brand, whether you are aware of them or not and these conversations have a direct impact on the behavior of your potential customers.
What to Monitor
In order to understand what is being said about your brand and to respond, you'll need to know about positive and negative mentions. You'll also want to look for direct and indirect questions from prospects or clients. Brand monitoring can also help you determine where people are talking about your brand and who are the people that influence sentiment. You should identify people who actively promote or criticize your company and connect with them to solidify or improve your relationship.
Brand Monitoring Tools
Given all of the forums for online mentions of brands, the task of brand monitoring may seem overwhelming. How can anyone understand what is being said in traditional media, article comments, blogs, Facebook, Twitter, LinkedIn, and all the rest? Fortunately, software solutions are available that help comapnies understand the entire online landscape of their brand. The best brand monitoring solutions provide easy to use dashboards that report on key metrics such as total mentions, sentiment and share of voice. They can also help sort the most important interactions from all the rest by letting you know how many people are likely to read and see any given post.
In this day and age, marketers and PR professionals need a proactive approach to brand monitoring. Negative information can be addressed or overwhelmed with more positive mentions, but only if you know it exists. Begin by understanding exactly what you need to monitor and selecting the right tool to assist. Make "as far as you know," very, very far.