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The tool’s website and list of capabilities and price point quickly put it to the top of my Internet monitoring tools list.
I signed up for a trial account and over the course of a few days transferred my queries and setup from our existing tool to Brand24 to see just how well it would hold up. The results were actually amazing.
I found that it picked up additional brand mentions that I wasn’t seeing before (reddit!) and the social media integration was an added bonus as we were paying for a separate tool to collect that data.
Within 30 days (well before the trial ended) I proposed we switch platforms and move to Brand24. It happened, I was happy and the company was saving money.
What happened next was a complete bonus and a value add I never expected. We finally started acting on brand mention data.
The negative commentary existed. We already knew it, but we weren't seeing all of it.
Now we had the opportunity to not only provide key teams within the company that information but also interact with the publishers or accounts who were commenting in a customer-service focused manner to iron out issues and solve problems.
To this day this is one of the most strategic aspects of any digital marketing strategy I create. There is so much opportunity in engaging with unhappy customers.
Some specific examples of the type of commentary we were able to act on were: customers who were unhappy with service, or maybe needed clarification on how services worked in their region. We were able to jump into conversations with them and assist them much quicker.
You learn how to create a process to utilize the data.
One of the most crucial things for any company utilizing a platform to monitor brand sentiment, commentary and anything in between is that operationally, you figure out how to create processes to utilize the data.
It's an ROI that is achieved over time, but I can guarantee that there is too much opportunity to ignore it.
What surprised you the most in media monitoring?
We quickly started picking up and building “influencer” lists of bloggers and related publishers that were actively and positively speaking about our brand.
Partnering with these types of influencers and publishers in the future is a vital part of any company’s digital strategy.