Your brand, especially on social media, is one of the most important aspects of your business. It’s how people remember you. It’s what they expect to see across all your online platforms from your website and blog to your Pinterest and Twitter accounts. It’s why you need to ensure you’re on top of every mention of your brand, not only on Twitter, but across all social media platforms.
I am, however, going to focus solely on Twitter and take a look at some of the pretty cool tools available to you to monitor brand mentions. But first, let’s take a look at exactly why you should be monitoring your brand mentions and what you should actually be monitoring.
Analyse how People Engage with your Brand – The most obvious reason for monitoring brand mentions is to simply see how people are mentioning you. Are they asking questions that need answering? Perhaps you could reward people if they’re praising your product? Maybe people are blogging about your brand and sharing it to Twitter?
@louloubellaella We are happy to hear of this great experience, please do not hesitate to reach out if we can assist you with anything else!
— Ask Dyson (@AskDyson) April 20, 2016
Discover and Control any Negativity – it’s rare for a brand to avoid any form of negative press. It’s an unfortunate reality. By monitoring your brand mentions, you can keep an eye on any tweets that mention you in a negative manner. You can, of course, then reply to those mentions to either resolve an issue or defend your business.
@NatalieCCorkos I apologize. Please DM your rental contract number and the situation. We'll have a manager review it. ^JV
— U-Haul Cares (@UHaul_Cares) April 6, 2016
It can often be something as minor as taking a little too long to reply to a customer service query or not implementing new features, changes, and bug fixes to your product fast enough. Replying to these mentions can often neutralise any negativity and show you are on the customer’s side as @UHaul_Cares have proven above.
Spy on your Competitors – Brand monitoring on Twitter doesn’t actually have to be about monitoring your brand. Instead, you can look at how other brands are mentioned. It’s a great way to learn what competitors are doing well and not so well on Twitter. Take a look at what they tweet about. Then look at the responses they get (retweets, likes and replies). If a particular topic has killed it in terms of engagement, then perhaps it’s an opportunity for you and your Twitter marketing.
Yes, you could sit there using Twitter’s advanced search. Or not! Below are 4 cool tools you can use to monitor mentions across Twitter:
Warble – Free
Warble is a fairly stripped back, simple, email alerts service for Twitter. It does involve a little bit of effort to get things set up fully but it is 100% free so you can’t really complain. If you know what you’re doing when it comes to Twitter’s advanced search then you won’t have any problems getting it set up.
If you don’t know about -RT, quotation marks and removing particular keywords then Warble do provide some advice but Ash Read over at Buffer has written this ‘superhuman’ guide to Twitter’s search which I’d highly recommend taking a look at.
The interface of Warble is clean and easy to navigate which is why I love it.
It’s just a case of selecting ‘New Alert’, entering the relevant search term and pressing setup. The alert I’ve created above will let me know whenever anyone shares a blog post from the DM Pilot blog on Twitter.
Twilert – From $9 per Month
Twilert is effectively a more advanced Warble. It works in the same way. You add your keywords and receive email alerts from Twilert when tweets match your search terms. It’s $9 per month because of a few additional, advanced features. These include filters to exclude/limit results as well as the option to specify the frequency in which you receive your emails: Real-time, hourly, daily, weekly.
$9 per month isn’t a huge sum but it is only to receive an email notification about some keyword mentions on Twitter which can all be achieved for free on Warble. For some, it might be a little too pricey, but if can spare $9 per month then it’s a nice luxury to have as the setup process is a little more straight-forward which can ultimately save you a little time every day and stops you sitting there, glued to Twitter constantly hitting refresh.
Mention – From $29 per Month
Mention takes it all to a whole new level which is why they have plans at $29 per month and $99 per month as well as a fully customised plan for agencies. Of all the tools we love for tracking mentions, Mention has got to be one of, if not the, cleanest and easiest to get setup.
All you need to do is decide if you’re tracking your company or a competitor, enter the name of the company, link it to a few social profiles and the website then let Mention know what languages you want to track and where on the internet you want it to look. Done.
Just look how easy it is:
Trackur – From $97 per Month
$97 per month?! Admittedly, $97 may seem pricey, especially when the previous listing was Mention. Trackur does, however, offer some incredibly powerful and advanced features which are not available with any other tool we’ve tried. If you’re looking to take your tracking to a whole new level, then Trackur is the go-to tool.
Something to consider with Trackur is it’s an all-round brand tracking tool with monitoring covering every social media network you could want to track. It will scour the web for every and any mention of your chosen keywords whether it’s mentioned on social media or even on forums or online communities. You can then choose to take relevant action: Say thanks for positive reviews or address a negative comment.
Trackur can work incredibly well for people who manage/run multiple brands as, even with the cheapest of the pricing plans, you can track up to 50 different keywords. It also works really well for anyone looking to build up their personal brand (in fact, it’s where Trackur originally began life, as a reputation management tool).
What you should Actually Track on Twitter
When it comes to deciding what to track all you really need to do is focus on your brand name and any key products you may have under your brand. It’s also a good idea to keep an eye on what’s going on in your industry. The best way to do this is to track hashtags relevant to your brand as well as keeping an eye on competitors and seeing what it is they’re doing on Twitter that you may not be doing.
Some of the tools above allow you to add an unlimited number of search terms so it can be a case of trial and error. Add a handful of keywords and see which produce useful data that you can work with then remove the ones which aren’t helping you in any way. Simple.
What techniques do you use for monitoring your brand mentions across social media and the wider web?