Keyword Tracking of Brands
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Brand monitoring is a full time job. Tracking #hashtags and following Google alerts, and tracking sentiment on Facebook is big business. When I think of monitoring brands it seems easier to monitor big brands like Pepsi or IBM. But how do you monitor small mom and pop businesses? There simply aren't people tweeting at a high rate about Jerry's Sub Shop in Alpena Michigan.
So what to do? It's important to learn about brand monitoring. And I would suggest looking at some larger brands to help you develop your skill set and learn to read the tea leaves so to speak, and interpret what is happening with that brand.
Some metrics to think about - the Google +1 button, shows what your social network is paying attention. Number of Tweets and Facebook shares is very important too. Can you find any forums where the brand is represented and where you can learn something about them? What about sites like GetSatisfaction.com where people can write reviews on those businesses.
I challenge you to find as much info as you can in your homework research this week. Can you find any bloggers who are fans of the brand you are monitoring? Who is the biggest influencer? What metric can you use to show the value of that person tweeting about your brand? What can you learn about SEO Suppression and managing your brand search results online?
Read up on this. Be curious. What amazing insights can you find? Post your comments here and push on this assignment as there is gold in them there hills.
Comments & Feedback
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Before reading this blog post or even the chapter I really had no idea what brand monitoring was and that it even existed. I still don't have a clear understanding of what is. I realize that is tracking of how people are talking about a certain brand using, hashtags, likes on facebook, or using websites like Getsatifaction.com to find out about a company. I have never really thought about this as something someone would want to do. I am all for brand loyalty, I am a die hard Converse lover and Fossil watch wearer but I never once to see what other people had to say about them whether it be good or bad because I knew that they are my favorite companies no matter what other people said. I have kept on bigger decisions that the companies have made such as converse being bought out by Nike. I was not in favor for this because I knew once this happened that the price of Converse would go up and it has. The one way that tracking a brand has made sense to me is through music. I have my fair share of favorite bands, rappers, and instrument players and I want to keep up on with what they are doing, where they are going to be performing, and if they are coming out with a new album any time soon. I check a couple of these artists quite frequently and follow them on twitter and facebook. This is how I was able to get a clear understanding of Brand Monitoring.