One of the main objectives for all social media marketing initiatives for a brand is to “navigate the narrative”. In other words, to ensure that your competitors or disgruntled customers don’t steer conversations in a way that put you on the defensive.
In order to cultivate the conversations taking place in the social media arena, you need to know that they’re happening! Social media monitoring is the somewhat new but indispensable tool that all serious marketers should use in order to keep track of what people are saying about their brand, their products and their competitors.
The first step to monitoring your brand reputation is listening. Whoever said “eavesdroppers are never happy” could not have been more wrong. You might not be always be happy with what you hear about your brand but I guarantee that you will be a lot unhappier if you don’t listen in!
Social media is the speakeasy for all those incessant public conversations that you must listen in on and eventually join.
One simple way to discover what people are saying about your brand is to simply create a Google Alert so that you’ll get an email anytime your brand name is mentioned.
However, Google Alerts are limited – and aren’t designed to be a comprehensive online brand management tool. That’s why you need to use a variety of online tools to find out what people are saying.