A bad reputation can gravely affect a brand and their business. In today’s digital work, a big part of maintaining your brand is managing and monitoring what people are saying about your business. In order to be fully aware of how a brand is being represented, it is crucial to have tools to assist to monitor.
Social media and search engines are useful to gauge a brand’s online presence and reputation, but are they enough?
Using only one tool to judge reputation has its limitations. For example, popular search engines are very easy to use, but the information they deliver is ranked. This can pose a problem if users rely on the first pages of a search as the most important.
In fact, this is only one small piece of the information puzzle. A more accurate account would be accumulated if a variety of information platforms were integrated into the equation.
Fortunately, there are options available outside of search directories. For a comprehensive view of the landscape, aggregators of content are an excellent route. My current aggregators of choice are Addict-o-matic and Social Mention.
- Addict-o-matic is a discovery platform that searches the best sites on the web for the latest news, blog posts, videos, social media mentions and images. It allows users to personalize their results homepage (aka dashboard) and bookmark the page to keep coming back to their personalized results for that search. As the site says “it’s the perfect tool to keep up with the hottest topics, perform ego searches and feed your addiction for what’s up, what’s now or what other people are feeding on.”
- Social Mention is another social media search and analysis platform that aggregates user-generated content such as blogs, comments, events, news and videos into a single stream of information. It allows the operator to easily track and measure what is being said about a brand, a new product, or any topic across social media in real-time. In addition to gaining some useful analytics about a key word (strength, sentiment, passion and reach), Social Mention allows users to create an RSS feed, email alerts and an excel printout of the metrics.
I like each tool because they are user-friendly, free and can provide users with a comprehensive view of their brand’s landscape.
Similar to all research tools, personal preference is king. Utilizing these options will help to understand the presence of your brand in the online sphere.
A news junkie in her own right, Hilary Lawton enjoys looking for various ways to understand and gauge her client’s online presence.
Check out other tools explored by APEXers that can also make your work life easier.