I’ve written about how dedicated social media analytics tools can benefit brands and digital marketers. There’s another type of tool that every brand should be using, a brand monitoring tool. When someone on the Internet writes something about a brand, a product, a service, or a person, it's called a mention. Mentions can be in status update, a question, or an article. Good social listening is essential to maintaining a healthy and responsive online presence. Brand monitoring tools are an essential part of that because they monitor the Internet for mentions of keywords that you define. Those keywords might be your name, your company’s name, or product names, or other keywords related to your industry. Discovering those mentions can show you what people are saying about your brand, its products and services, which, in turn, can help you respond. But brand monitoring software is not all about being reactive. Brand monitoring software can help you be proactive in many ways. In this article I’m going to tell you seven ways you can use brand monitoring to improve your online presence, community interaction, and digital marketing.
We’re huge proponents of analytics driven social media marketing. Setting goals, measuring performance, and optimizing your approach based on the analytics data is the best way to achieve success in the shortest amount of time. We setup analytics tools, and implement review and optimization processes for our clients. Since most social media networks have analytics data built in, and many common social media tools have analytics capabilities, to one degree or another, built in, our clients sometimes ask when they should invest in dedicated social media analytics tools. That’s a difficult question to answer, so we generally respond by explaining the value and benefits those tools provide. That, in turn, helps our clients decide if those tools are worth the money to their organization. In this article I’m going share five benefits of dedicated social media analytics tools, and some common reasons why organizations choose to invest in them.