Monitoring the Conversation Online
Posted by Chris Tarango on Mon, Oct 24, 2011 @ 04:31 PM
In our last post we noted the different kinds of user generated content your consumers are exposed to on the Web, such as blogs, social media and user reviews. With so much conversation happening online, it is certainly important to hear what is being said about your brand, products and services. Successful companies are learning to 'listen' to their audience online and developing strategies around these valuable insights.
There are several media monitoring tools available to help your business listen to the conversation on websites, forums, blogs, and the major social media channels (Facebook and Twitter most commonly). Media monitoring platforms come in various packages, giving businesses many choices to fit different needs and budgets. We have highlighted a few well-known options:
- Google Alerts: This Google product is a content change detection and notification service. Rather than manually checking web pages for new content relevant to users, Google Alerts automatically notifies users when new content that matches selected search terms is published online.
- Radian6: Radian6 is a social media monitoring, tracking, and engagement platform that provides a real time view of relevant conversations related to companies, brands, and products. This tool allows businesses tap into public sentiment and make adjustments to social media strategy when necessary.
- Vocus: Vocus is a media service that monitors social media and traditional media to help companies get a wider view of the conversation across media related to their brand. This platform also comes with tools that help identify important online influencers. The variety of charts and graphs generated on Vocus help companies analyze their online reputation, as well as how competitors are faring in cyberspace.
- Cision: Like Vocus, Cision helps businesses and PR professionals monitor traditional media and social media, in a variety of packages. Cision benefits also include full access to Twitter.
- Meltwater Buzz: Meltwater Buzz provides solutions designed to fit different social media monitoring budgets and needs. The basic offering centers on social media monitoring, while the middle-tiered Engage suite makes it easy to respond and become an active part of the digital conversation. JitterJam is the premier Meltwater CRM platform that adds marketing capabilities to the basic packages.
- Spredfast: Spredfast SCRM is a 'software as a service' (SaaS) solution organized and priced around social media initiatives. Whether managing complex campaigns, or just one social media channel, Spredfast offers solutions at all stages of the social development process. Features include social media monitoring, analytics, engagement capabilities, and coordination tools to help manage activity across brands and campaigns.
Media monitoring tools help your company listen to the conversation online and make it easier to respond directly to your audience. With a sneak-peak into the sentiments of your consumers, your company can design positive, proactive digital strategies and squash misleading information about your brand. Which of the monitoring services do you prefer ... and why?