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4 Things to Monitor About Your Brand Online

All your marketing and PR efforts are for nought if you aren’t paying attention to what others are saying about your brand online. To that end, here are some things you should pay attention to when monitoring your brand online.

1. Earned media

Bloggers, journalists and influencers might not seek a comment from you, but that doesn’t mean they aren’t writing about you. And surely, you want to know every time someone mentions your company — or even someone mentions your competitor.

Why You Need to Know:

If there are keywords you want to track in your industry, media monitoring tools come in handy. You can create as many alerts for whatever keywords you want.

2. Social media mentions

Monitor Brand Online - Social Media

Not all earned media is found on blogs and news sites. Your customers, prospects and influencers use social media to discuss their needs, wants and experiences. You want a tool that can find any mention of your name or company on social media and alert you when they do.

Why You Need to Know:

Users can create tasks around mentions, so you can assign someone to respond to any social mentions of your brand promptly.

3. Content performance

In 2014, the Content Marketing Institute reported that 90 percent of brands used content marketing. Only 34 percent, though, believed that it was effective. Believe? Shouldn’t they know? Data and analytics can help you refine your social media strategy. If a tweet on your latest research had a tremendous reach, that tells you that you should create more research!

Why You Need to Know:

It’s good for seeing what sort of impact you’re having on social media, and whether it’s with the right people or not.

4. Sentiment

Monitor Brand Online - Sentiment

Not only do you want to know what people are saying about your brand online, but you also want to know how they feel about your brand. Using a sentiment monitor helps you gauge what the overall impression of your brand is.

Why You Need to Know:

If you’re seeing negative sentiment in your reports, that’s an opportunity for you to make changes — and fast. Responding to negative reviews quickly can make the difference between creating more brand haters and turning one disgruntled customer into a happy one.

Whatever tools you use, make sure you’re paying attention to what’s being said about your brand and responding to it. If a journalist writes about you, comment on the article and share it with your social network. If you get a bad review, do your best to fix the situation.

Want a best-in-class brand monitoring tool? See what Cision can do for you!

Photos: Ellie, bixentro (Creative Commons)

About Susan Guillory

Susan Guillory is the president of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She frequently blogs about small business and marketing on sites including Cision, Forbes, AllBusiness, Small Business Trends, The Marketing Eggspert Blog and Tweak Your Biz. Follow her on Twitter @eggmarketing.

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