10 Must Have Tools to Monitor, Analyze and Respond to Brand Mention. Simply set up multiple widgets monitoring all kinds of Twitter search results (see the “Advanced Twitter search” options above) and login once in a while to see archives mentions and decide if there are any you missed. [Tip: Set up most important mentions to send “desktop alerts” for you or your social media manager to engage with them as soon as they come. Be the first to respond to your brand mentions on Twitter] Price: FREE 5. Price: You can set up 5 alerts for $79 a month. Serpstat: Dig into Brand Mentions in Search Results While most of these tools help monitoring and managing social media mentions, search engine sentiment is essential, too. Price: Serpstat minimum package is $19 a month and it allows you to monitor 200 keywords which will most likely be enough for your site unless you have a really huge brand to manage (they also offer the most affordable API on the market) 7. It then creates a report that helps you not just to track what is being said, but actually engage in conversation with those users. Tool Best for… Monthly price Mention Facebook monitoring $99 Twitter Advanced Search Tool Twitter mentions Cyfe Creating archive of Twitter conversations around your brand $19 ($14 if you pay annually) Tweetdeck (desktop) Responding to Twitter mentions in real time Free Buzzsumo Content mentions (blogs, magazines, etc.)
What are people saying about your brand? I am not speaking about those paid advertisements or reviews on popular blogs that you have been orchestrating. I mean real, organic brand mentions from your user base. Chances are you have no idea, not unless it has been a major complaint that has come directly through your customer service office. Or you may be missing social media interaction under the surface, leaving your reputation vulnerable.
We all know that social reputation management is a critical part of running any business in the digital world of today. So how do we make sure we are really taking advantage of it? By having the right tools in our corner to monitor, analyze and respond to every single relevant brand mention on the web.
The Importance Of Managing Sentiment
It isn’t enough that people are talking about your brand, they have to be saying good things. And if they are saying bad things you have to be able to quickly respond. “Understanding Customers” by Ruby Newell-Legner it takes 12 positive experiences for a customer to feel better about a single negative experience. And an American Express Survey also found that 78% of customers will back out of a purchase because of a bad service experience with a company.
All of this leads us to one conclusion: keeping customers happy is a major part of success and profitability, and part of doing that is making sure you catch problems early. That is what makes sentiment management such a big part of social media interaction and marketing today.
The Ultimate Tool Kit
1. Mention: Best for Facebook Monitoring
Mention is an awesome tool in the way it operates using a four-goal system: sentiment monitoring, crisis management, competitive analysis, and finding influencers. Using these metrics you can cover every side of your social reputation management plan, all from a single dashboard. They also have brand and media tracking, social media monitoring, and more.
All of this is customized for different clients, such as businesses, educational resources, and agencies. In spite of that they have three pricing plans that make it easy to get what you need.
A valuable thing about Mention is that it’s very good at finding Facebook conversations other tools are usually missing
Price: I would recommend their Starter plan, which comes with a dashboard, sentiment analysis, and influencers tracking along with five alerts, 5,000 mentions, and a few other goodies for $99 per month. Anything more than that requires a customized plan and pricing on request.
2. Twitter Advanced Search Tool
It is true that you get what you pay for, so generally speaking you don’t want to rely on free tools for much. But if you are looking for one to help back up more advanced monitoring software you can’t go wrong with Twitter Advanced Search Tool.
Like any search engine, you can get results based on keywords placed anywhere in the tweets, About Me bio, or content. And exactly as Google, you can play with the well-defined boolean operators that are normally supported from search engine to search engine.
With Twitter, the search operators you should be using a lot are:
- [“search phrase”] to define the exact match
- [“search phrase1” –“search phrase2”] to exclude any word or any phrase from the search results (notice there is no space after -)
- [“search phrase1” OR “search phrase2”] to search for either of the words
You can search by keywords, without certain keywords, by account, by brand mention, and a whole lot more. It has the benefit of being proprietary, and no one is better at creating an in-house search than a social website. It gets past a lot of the blocks and noise that come from third party apps, so at the very least it can help you narrow down your direction to use on the others.
There’s a variety of options and opportunities for Twitter user search:
- [to @username]: Search for tweets addressing that user
- [from:@username]: Search for tweets published by the user
- [@username]: All of the above (basically, any mention of the username when the user is tagged in a tweet)
Tip: You can mix these options with boolean operators to find lots of missed reputation management opportunities. Example: This is the actual search phrase I am using to monitor my name mentioned on Twitter:
[“ann smarty” OR seosmarty OR seosmarty.com -from:@seosmarty -@seosmarty]
- “ann smarty” -> mentions of my full name
- seosmarty -> mentions of my moniker whenever it happens to be untagged
- seosmarty.com -> mentions of my personal blog (whether it was shortened in a tweet or not)
- OR -> ANY of the above should be included in the search results
- -from:@seosmarty -> excluding my own tweets
- -@seosmarty -> excluding tweets tagging me because Twitter does a good job notifying me of these already using “Notifications” feature
Bonus: FREE download! Click here to download my own clickable PDF guide that will help you and your team to find and monitor all kinds of brand mentions.
Fun tip: Track your competitors’ social media sentiment to discover more potential risks. Search Twitter for [competitor name ] and monitor these search results to be alerted when your competitors’ customers are…