Someone shares their experience with your brand on social media and tags you in it. You can instantly view the mention and take action if necessary – whether that involves thanking them or apologising and resolving their issue. However, not everyone who talks about your company online will tag you. And if it’s a negative opinion, it could significantly impact your reputation.
This makes it crucial for you to conduct brand monitoring to get an idea of what’s being said about your brand. This gives you the opportunity to take appropriate and timely action, and engage with a highly relevant audience. But before you get started with brand monitoring, there are a few things you need to understand.
首先,你应该联合国derstand how brand monitoring can benefit your business. This will help you get a clear idea of how you can get the most out of your brand monitoring efforts. You should also understand what to monitor so you can properly monitor every significant conversation or activity surrounding your brand.
This post will provide you with the complete guide to brand monitoring. You’ll learn about all of the ways in which it can benefit you and everything that you should monitor. You’ll also discover some great free and paid tools to help you with your brand monitoring efforts. Let’s take a look.
Brand Monitoring: A Complete Field Guide to Owning Your Brand Online:
The Importance of Brand Monitoring
监视品牌提及和品牌情绪可以多种方式为您服务。主要好处是：
＃1：改善客户服务和保留
每个成功的企业主都知道吸引新客户只是工作的一半。确保客户幸福和赢得忠诚度同样重要，即使不是更多，也可以始终如一地产生收入。为此，您需要倾听客户，回应他们的查询和投诉，并为他们提供及时的支持。
And many customers take to social media with their complaints and queries. According to theSprout Social 2018指数，有57％的消费者在社交媒体上接触品牌，因为他们有一个问题。45％的原因是由于产品或服务问题而这样做，而34％的人则使用它来表彰公司的产品或服务。
Image Source:发芽社交
对这些问题和抱怨的回应至关重要，因为它们对品牌知觉产生了巨大影响。实际上，当他们在社交媒体上与您联系时，21％的消费者更有可能从您的品牌购买。
Brand monitoring helps you keep track of all of these queries and complaints, as well as rave reviews, so you can give the appropriate response in a timely manner. This means you’ll be able to provide better, timelier customer service and retain your customers effectively.
＃2：创建更好的产品
Brand monitoring is a great way to collect feedback about your product. People may be writing online reviews and expressing their opinions on social media. Some of these opinions may even include smart ideas on how your product could be improved. This can help you identify ways in which your product is lacking so you can build a better product geared towards your customers.
以肯德基英国的方式为例，如何认真对待客户对薯条的Twitter反馈并改善了该物品。他们甚至在营销活动中使用了客户的推文。
You told us no one liked our fries.
So new ones are coming soon.
此致，
— KFC UK (@KFC_UKI)2018年11月2日
Your brand monitoring efforts should include clear documentation, where you record all feature requests and complaints. This will help you identify the most requested features and the biggest complaints, so you can make product improvements accordingly.
#3: Boost Your Sales
除了确定客户服务和产品改进机会外，品牌监控还可以帮助您确定销售机会。有些人可能在决定购买产品之前在线讨论。他们甚至可能会在圈子内征求评论和意见，或者要求进行一些澄清。
Some may not be asking about a specific product but may be in the market for a product to solve a particular issue. Identifying these conversations and providing consumers with assistance could help them make a faster decision and convert them into customers. In addition, you could even identify disgruntled customers of your competitors. Engaging with them at the right time could help you boost your sales.
#4: Source Relevant Content
在线品牌监控是发现与您的追随者分享的绝佳内容的好方法。它可以帮助您发现具有品牌的内容 - 无论是产品评论，清单还是品牌提及。
您甚至可以发现与您的产品功能或行业有关的主题讨论主题的高质量内容。因此，这是一种获得相关内容的绝佳方式，可以在社交媒体上共享并提高您的内容营销策略。
＃5：衡量您的营销影响
Another excellent way to use brand monitoring is by using it to measure how your marketing campaigns are performing. You’ll ideally have a name for your campaign, and you might even use that name as a hashtag for social media promotions. Track the use of your campaign name and hashtag to see how many impressions you’re getting on social media.
您甚至可以更深入地研究人们如何应对您的竞选活动。大多数提及是积极的吗？同样，您可以使用相同的策略来跟踪您新推出的产品在市场上的性能和收到的方式。
Lush Cosmetics, for instance, promoted a Mother’s Day gift box on social media and used the hashtag #LushMothersDay. They can certainly monitor sales to see how much impact their marketing campaign is making. But that’s not always enough to understand its effect on brand perception and engagement.
If they monitor the hashtag, they’ll be able to see that there have been 25,000 posts created with that hashtag within just a couple of days. This shows just how big of an impact their single social media post managed to make.
Source:Instagram.com
＃6：监视比赛
最后,品牌监控也是一个好方法keep track of your competition and their performance. Just like you’d track your branded keywords, you can run an analysis of your competitors’ branded keywords and see what people are saying about them. Are there any major complaints? Is there an update that people seem to be excited about? What kind of experiences do their customers have?
这将使您了解如何与竞争对手抗衡。在某些情况下，如前所述，您甚至可能会发现与他们心怀不满的客户互动的机会。如果您的竞争对手犯了一些错误，并且您有友好的竞争，那么您甚至可以以幽默感将其召唤出来。
以Wendy的烤麦当劳意外出版了占位符副本时，以Wendy的烤麦当劳的烘焙方式。此后，他们的推文被人们喜欢735,000次，并转发了266,000次。
When the tweets are as broken as the ice cream machine.https://t.co/esdndK1iFm
— Wendy's (@Wendys)2017年11月24日
What to Monitor
现在您确切地知道了品牌监控如何使您的业务受益，下一步就是了解您需要监视的内容。您可以超越品牌名称，可以监视各种关键字。因此，如果您想真正充分利用品牌监控，则需要清楚地了解所有这些潜在的关键字。
＃1：品牌关键字和通用变体
当然，您要监视的第一件事是您的品牌关键字。这可能是您的品牌名称或您的品牌口号并捕捉短语。例如，假设您在苹果公司工作。您需要监视关键字“苹果”和口号“不同的想法”。
You should also monitor the variations of your brand name, because not everyone may use the same term to talk about your brand. In this case, “Apple.inc” would be a common variation to track. It’s also crucial that you don’t forget about misspellings. Think of some of the ways in which people might misspell your brand name and monitor those as well.
#2: Product Names
许多谈论您的产品的人可能不一定会提及您的品牌名称。例如，大多数人会说“ iPhone X”，而不是说“ Apple iPhone X”。因此，您应该监视您的产品名称，尤其是当您最近推出新产品并想了解其收到的方式时。
If you want to identify any complaints or issues with the product, you could combine the product name with an issue or problem. For example, keywords like “iPhone X battery draining” or a generic “iPhone X problem” would do the trick. If you’ve recently launched a product update, you could further expand this search term to “iPhone X problem after update” to see if the update caused any issue.
您甚至可以进行Google搜索“ iPhone X问题”并确定常见的客户投诉。这将使您了解您在搜索中可能包含的更具体的问题。
＃3：竞选名称
As previously mentioned in the “benefits” section, you can measure the impact of your marketing campaigns by monitoring online mentions of your campaign. People may be discussing your campaign with their networks or writing about it in their blog posts and news reports. They may help promote it through social media and use your campaign hashtags.
例如，宜家发起了“奇怪的宜家”活动。他们可以跟踪关键短语，因为它是发现简单地提及广告系列的对话。他们还可以跟踪#oddlyikea标签，以查找有关该活动的社交媒体帖子。
没有什么比找到完美的合适更令人满意的了。寻找更多#OddlyIKEAvideos:https://t.co/m6k55jp1bkpic.twitter.com/Web3UVPZPh
- 宜家美国（@ikeausa）2017年8月17日
Finding and analysing these discussions will give you a clear picture of how the campaign resonated with your target audience. It will help you understand what’s working and what isn’t, what you should avoid doing in the future, and what you should continue doing.
#4: Industry-Specific Keywords
并非所有与品牌相关的讨论都可能一定会谈论您的品牌或产品。也必须监视这些对话，以获取对观众思想的一些见解。它还将帮助您了解当前趋势，人们对行业中产品的期望等等。
例如，如果您出售三星手机，则可能需要监视“ Android”的关键字。通过查看Google Analytics（分析报告），您可以更好地了解其他与行业相关的关键字。这将向您展示人们用来发现您网站的一些关键字。
＃5：Product Features and Functions
Similarly, people who are engaging in relevant conversations may not always talk about your product specifically. They may talk about certain product features that they’re looking for or they may share their opinions on how certain product functions should improve. Monitoring these discussions will give you excellent insights on how to improve your product and build a customer-centric product.
你可以监控关键词包含product’s features and functions. For example, if you sell phones, you could monitor keywords like “voice recognition” or “water resistance.” You might even want to monitor the more technical specifications such as “hexa-core processor.”
＃6：竞争对手关键字
As discussed in the “benefits” section, brand monitoring helps you keep an eye on your competitors. And to monitor them, you’ll need to monitor keywords relevant to their brands and businesses. This goes beyond their brand names and slogans and involves their product names, campaign names, and product features as well.
It’s just like how you would monitor your own brand, but you’ll be replacing your brand-related keywords with theirs. For example, if you’re selling Google Pixel phones, you’ll want to monitor brands like OnePlus, which is also known for their high-quality camera phones. So you should use keywords like “OnePlus,” “OnePlus 7,” “OnePlus 6T,” etc. to monitor the competition.
＃7：C-Suite和品牌公共人物
Larger companies may want to monitor executives who are often in the public eye and may be the subject of online conversations. They may even come up in the news or in blog posts. If it’s a positive mention, you’ll want to acknowledge and engage with the content. If it’s a negative mention, you’ll want to measure how big of an impact it might make and quickly do the necessary damage control.
For example, the following articles mentioning Spotify’s CEO, Daniel Ek, would be perfect for the company to share with their followers.
Source:twitter.com
Tools to Conduct Brand Monitoring
Now that you have a clear understanding of all of the keywords you can monitor, let’s take a look at some of the bestbrand monitoring toolsto help you track your keywords.
#1:Google Alerts
Google Alerts is a free and easy to way to get the latest updates about brand mentions and relevant industry topics. You can create alerts about the most relevant keywords you want to monitor. And then you’ll get emails whenever someone uses those keywords online. However, it’s slightly limited in terms of analytics as it only notifies you about the updates.
图像来源：Google警报
#2:提到
提及是一项全面的品牌监控，可让您实时跟踪对话。因此，在损害造成损失之前，您将能够及时对客户投诉和负面品牌提及。该工具从包括论坛，博客，社交媒体等的10亿来源中收集数据。
它也是跟踪竞争对手的关键字的绝佳工具，因为它显示了关键的性能指标。您将能够将自己的表现与竞争对手的表现进行比较，并查看落后或保持领先地位的位置。
除此之外，您还可以设置自动报告，以交付到收件箱，以便即使您不实时监视也可以保持更新。
Image Source: Mention
#3:Brandwatch Analytics
BrandWatch Analytics可让您发现有关在线品牌的相关对话，包括评论，评论，社交媒体帖子和文章。您可以将数据分为不同的类别，从而更容易跟踪和组织最相关的对话。您将能够查看哪些类别最受欢迎，因此您知道要优先考虑哪些类别。
Image Source: Brandwatch
#4:Talkwater
If you want to go beyond tracking conversations and get a bigger picture of how people actually feel about your brand, you can measure your brand sentiment using tools like Talkwater. In addition to its social listening capabilities, this tool also tracks brand health and sentiment. It even lets you compare your results with that of your competition.
图像来源：谈话水
＃5：Hootsuite
Hootsuite允许您创建自定义流以监视社交媒体内容并在选项卡中组织它，以便更轻松地跟踪数据。您可以创建不同类型的流，包括提及和转发。它为您提供了一种简单的方法来通过基于关键字，位置和标签过滤最相关的对话来识别最相关的对话。
Image Source: Hootsuite
＃6：LexisNexis
有效的品牌监控不仅关注社交媒体内容。重要的是要记住，可能有很多新闻文章和广播广播谈论您的品牌和产品。Lexisnexis的Newsdesk简化了监视广播和打印媒体的过程，以进一步优化您的品牌监控工作。
该工具使您可以在数百个国家和75种不同的语言中监视数百万篇文章。您将能够跟踪来自广播，电视和印刷品在内的多个来源的所有相关品牌提及。
＃7：Boardreader
BoardReader是一种免费的工具，可以有效地浏览讨论面板和留言板，并在评论部分中发现有关您品牌的相关对话。您可以跟踪品牌名称和行业相关的关键字，以查找趋势讨论。但是，要警告，因为人们对留言板的评论往往更加残酷。
图像来源：董事会阅读器
Best Practices for Successful Brand Monitoring
When you know exactly what to monitor and what tools you can use, you’re pretty much set. However, you can get even more out of your brand monitoring efforts by following the best practices below:
#1: Set Up Alerts for Negative Mentions
虽然承认积极的评论是与观众建立联系的好方法，但它并不是特别敏感的。另一方面，负面评论需要快速响应，然后才能造成极大的损害。因此，至关重要的是，您为负面品牌提及的警报提醒并迅速对必要的解决方案做出反应。
Negative mentions could include your brand or product name along with a specific issue. You could also combine your brand and product name with the keywords “problem” or “issue.”
#2: Have a Game Plan for What to Do Next
监视品牌提及还不够；您需要清楚地了解如何处理结果。您会回应正面评论还是只对他们做出反应？您是否为客户投诉提供决议，以供公众参观？或者，也许您试图私下解决它。
例如，Netflix非常重视他们的客户建议和投诉。如果有人抱怨该地区不可用的演出，那么该品牌的社交媒体团队很快就可以通过解决方案做出回应。他们甚至回应客户对帮助的积极回应。
绝对是佩奇！我们始终想确保我们的Netflix家族知道您附近即将进行的流媒体！这就是我们在这里的目的。*佐伊
— Netflix CS (@Netflixhelps)2019年4月11日
When articles feature your brand, will you share it and tag the writer and/or publication? You should clearly outline the game plan for the most common scenarios so that everyone in your team knows exactly what to do with your data. You might even want to assign a response team to handle this rather than having just any person respond to your customers.
#3: Know When to Engage and When to Be Silent
One of the most vital lessons to learn about brand monitoring is that not everything is worth your energy. You may get tons of valuable feedback and genuine complaints from people. However, there may be an equal amount of people complaining about nothing specific and trying to stir up some drama.
In addition, some issues may be too sensitive to respond to. It’s important for your team to identify these conversations and brand mentions, and understand which ones they should engage with and which ones they should leave alone.
#4: Learn from Your Competition
Your competitors can teach you a lot about customer service and brand engagement – whether it’s through their successes or failures. So make sure you monitor the competition and analyse their strategies to see what works and what doesn’t.
What do their customers like about them? How are people responding to them? What tone of voice are they using and do their customers like it? Are they getting negative backlash over a recent campaign? If so, what mistake did they make and how can you avoid it?
All of these insights about your competitors can help you improve your marketing and engagement strategy.
Final Thoughts
Now you have it – the ultimate guide to brand monitoring. Not only do you know the importance of brand monitoring, you also know exactly what you can monitor. You also have a few ideas for tools that can help you monitor your keywords and brand sentiment online.
最重要的是，您发现了一些最佳实践，这些做法将带来更好的结果并帮助您组织努力。使用这些技巧，以充分利用您的品牌监控工作，并更好地了解您的受众。
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