Brand Monitor Strategy: A Guide

A brand monitor tool should be a part of your normal company checkup. It reveals your share of voice within your industry, your category and amongst your consumers. And it should inform strategic planning, marketing campaigns and so much more.

In this post, we’ll cover:

  • Details on what brand monitoring is
  • Online consumer reviews going rogue and how to reign them in
  • Identifying brand passion
  • Media perception of your brand
  • How to set brand sentiment alerts

Consumers talk a lot, of course, and these stats provide context:

  • 72% of people who have a bad customer experience will tell six or more people, this includes via social media posts
  • Only 9% of brand mentions on Twitter actually use the “@” symbol (so many brand mentions are missed)
  • 78% of people who complain to a brand via Twitter expect a response within an hour

Understanding your performance as a brand helps you plan for the future. Keeping track of consumer sentiments helps brands maintain their position, share of voice and grow brand passion. It’s responsible for much more of your brand story than you think.

Brand Monitoring is Much More Than You Think

Brand monitoring is multifaceted. It covers a wide range of performance indicators that are essential for benchmarking your brand, including consumer buzz. This is critical, as 72% of people who have a bad experience will tell six or more people about it. Monitoring for these circumstances can keep you out of the red. A brand monitor tool is your safety net and should include these five key actions:

  • Measuring Brand Health and Effectiveness – Is your messaging hitting home for your consumers? How is your brand perceived across multiple channels? Brand monitoring locates an audience’s preferred channel to help you increase brand awareness.
  • Benchmarking and Studying Competitors – How do you compare side-by-side to your rivals? Are there successful strategies they are using that you can apply? Or have they misstepped, giving you an opportune moment to draw in their customer base?
  • Conducting a Category Analysis – You need to know how you’re preforming in your category and then measure it against others to understand your share of voice.
  • Understand Product Attributes – What do your consumers like/dislike about your products or your services? How do your brand strengths compare to your brand challenges?
  • Analyzing Audience Segmentation – Who are the people in your neighborhood, or rather audience? Are they younger or older? Do they like music and art? What is their profession? Finding these details helps guide you in designing super targeted campaigning.

A brand monitor can pinpoint all of this and more. But even when consumers are talking about you, they may not be talking with you. Not everyone tags the brand they’re discussing. . .

Capturing Rogue Posts About Your Brand & Its Offerings

It happens frequently. Your brand is mentioned but not tagged on social media. And it’s this kind of post which can slip through your brand’s fingers if you’re not actively brand monitoring. This results in consumers talking about you, but not with you. 31% of tweets containing company names don’t include the brand’s Twitter handle. And only 9% of them mention brands by name at all. This leaves 91% of tweets running rogue.

And then there’s misspellings to consider. Words like “boy” vs “boi” for example. If your text analysis doesn’t catch these, you’re only working with part of the information. Then, what about detecting sarcasm? Yep, a brand monitor tool needs that too.

Finally, logo recognition is important. Sometimes a picture is taken of a brand but there’s no mention of it in the post. For example, we see Elisabeth Moss wearing Adidas pants, however there’s no mention of it in the post:

 

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A post shared by O-T Fagbenle (@otfagbenle)

The ability to capture imagery is a critical piece of the brand monitor puzzle. Without logo recognition software, if this had been a negative post Adidas would be none the wiser and brand health could be threatened.

Once you get past all the words and logos though, you need to measure passion.

Identify Key Factors Affecting Brand Passion

Most customer purchases are won on emotion. The more positive the passion for the brand, the less the customer relies on price as the deciding factor. A brand monitor tool helps identify what excites your audience most, no matter where they are on the globe, and uses those insights to increase loyalty.

Identifying product attributes, experiences, and service issues that drive brand passion is critical to understanding what you’re doing right – or wrong. For example, our social media analytics tool reveals that a top beauty brand is doing great in trust mainly due to its continuity of quality and consumers long use of their products. Social responsibility is strong as well with consumers praising this brand’s sustainability efforts. Customer service is lacking however. One customer can’t seem to get this company to respond to help with their rewards account.

crosstab-of-consumer-attributes-found-with-brand-monitoring

Leaving a consumer unanswered can turn into a disaster. In fact, 78% of consumers who complain to a brand on Twitter, expect a response within the hour. If dealt with in a timely fashion, a brand can turn even a grumpy consumer into a loyal fan.

And every brand monitoring tactic offers this potential. Be sure to use it to track your own efforts, as well as those of your competitors for a complete understanding of your category and your position in it. As part of that, you’ll need to know your position in the media.

Monitor Your Brand Position in the Media

According to Forbes, brands that are perceived as strong generate higher profit margins than others. Brand perception is king and does impact your bottom line.

You’ll want to take every opportunity to evaluate your company messaging and whether it jibes with your brand’s beliefs and values. From there, you’ll want to ensure those values are resonating with both consumers and the media. A brand monitor tool enables you to pinpoint which news outlets are talking about your company, and what is being said by each, specifically.

For example, below we have an analysis of a top beauty brand. We see top media outlets and their mentions and engagements, as they relate to this beauty brand.

top-media-outlets

You can use this same method to filter for, and compare against, your competition. What kind of engagement are they winning? How are they perceived in the media? And how does your share of voice compare to theirs?

And then – what opportunities can you see? Monitoring the news could reveal a new partnership, product ideas or other real-time opportunities. Of course, you’ll need to continuously monitor for these instances, and that’s why setting up alerts can keep your motor running smoothly.

Setting Sentiment Alerts

Now that you have the bigger picture, it’s time to begin tracking your sentiment on a daily basis. Setting alerts can keep your brand in the know should, for instance, your brand see a spike in mentions or a sentiment dive.

A sentiment analysis tool’s alerts allow you to quickly assess what has changed – and why. If it’s a negative mention, you can meet it in a timely fashion, protecting your brand health. And being aware of positive mentions is crucial as well! Sometimes a single positive mention about the right thing can be used to amplify your voice in a trending segment, such as sustainability, and increase your competitive standing.

You’ll never be caught off-guard when it comes to brand perception if you use a brand monitor tool to locate mentions, pictures and consumer chatter about you. To make sure your tool has everything it needs, reach out for a demo and see the best in brand monitor software in action!

2021 brand loyalty report

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