Monitoring and tracking what is said about your brand on the internet is the task that closes the circle of your online reputation strategy to work. Monitoring is imperative, whether you are a company, or you are working on our personal brand. You cannot just stick to your messages, you have to check how they are being received, whether your strategy is working, or you should change your course of efforts. There are several tools that can help you discover what is said about your brand on the internet.
Importance of Active Listening
The great danger in which you can fall when you work on monitoring your brand is to believe that if you have the tool, you already have data and you can rest with ease and you must turn the figures into real knowledge. It is at this point that the concept of active listening comes in.
Active listening is a technique of communication and resolution of the conflicts that is based on the idea that, not only it serves us to listen, but to pay attention to what we are told.
On the internet, you must also apply this to the maximum, and even more if it fits, as you face an oversaturation of information. For all this, let’s see some ideas that should be clear to you when you are monitoring your brand;
First of all, you should not be content to use a single tool to monitor your reputation online, but to combine several to have a more general view.
Secondly, you must cautiously take the ‘sentiment’ variables and comment the rating tags as ‘positive, neutral, or negative’. The tools work with algorithms, and how advanced they are, after all, they are machines that, to this day, do not have enough capacity to interpret something as complex as a feeling. For that reason, you must stop and make an in-depth reading of the comments for interpreting what is said about you, who wrote the message, and what motivated that person to leave that comment.
Finally, you should not just monitor your brand alone and completely forget about your environment. It can be very useful to monitor your competition to know what is being said about them and to learn from their successes and failures. And you also follow opinion leaders or people who you believe can be your target audience.
The social networks are a goldmine for those who know how to read and interpret the messages that users leave in them. The users, your clients, give you information in real time and free of charge about what they love and what they hate. You must be able to collect this information, interpret it and apply it to improve your strategy in the social networks, or even better, to improve your product.