Think about your favorite brand for a minute. Have you told anyone about it recently? According to Amazon CEO and founder, Jeff Bezos, “Your brand is what people say about you when you're not in the room”, so the question for marketers and PR professionals then becomes “How do I keep track of what people think of my brand”?
Setting Up Alerts
With so many conversational web platforms, and media outlets at the disposal of consumers, brand managers can utilize tools such as Google Alerts and Talkwalker to keep track of all of the media buzz surrounding your company as well as that of your competitors. "There is nothing worse than pitching a story, getting interests, sending information/pictures, setting up interviews, and totally missing the placement when it runs" (Lamont Johnson, CEO, The Art Department, LLC). When Google detects your specified key words in a web article, you receive an email (or text message) with a link to follow and keep track of. Setting alerts is also useful when you want to follow a great story you started on OnePitch.
Scheduling Time For a Deep Dive
Look, we get it. Media monitoring (when done correctly) is a time consuming task. The best way to fit this into your already busy week is to schedule time within your calendar for a deep dive. Depending on how well known your brand is, this could be done on a daily or weekly basis. Searches should be robust and include of all keywords and hashtags related to your brand and competitors from both an outlet and social media perspective. Taking the time to do a deep dive will give you a complete view of your brand’s sentiment and insight to conversations that your notifications may have missed.
This is also the time to engage with customers who could benefit from additional customer service. While a negative comment may seem off-putting, “A resolved negative tweet leads to 3x more revenue potential than a positive tweet” (Applied Marketing Science Twitter, 2017). Regular media monitoring will increase your chances of finding negative comments that you can then turn into a positive experience, as well as opportunities to identify leads and thank your loyal fans for continuing to spread the word.
Collecting Feedback & Implementing Changes
Okay, you’re now monitoring all of these conversations surrounding (or about) your brand. But now what? What to do with all of the information you’ve collected? The last step of media monitoring is to take all of the feedback collected and begin developing a plan of action to improve your service or product. In my observations, it’s important to understand that although it’s nearly impossible to please everyone, customers are shifting to expect customized experiences and therefore will appreciate when their favorite brands are making changes based on direct feedback they give.
At the end of the day, the most successful brands are those that can foster a genuine connection to their audience. Being active in conversations surrounding your brand will allow you to build relationships in a way that will encourage others to want to get to know your brand more, and potentially convert them into lifelong customers.
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