Why It’s Essential to Monitor Your Brand Online

Updated: June 23, 2009

Introduction

Last November, Motrin — the well-known vendor of over-the-counter pain-relief products — decided to try its hand at viral marketing, and it didn't go very well. Shortly after it released an advertisement on YouTube that suggested baby-wearing (putting your baby in a sling) was not very good for mothers, bad publicity started flowing in blogs, on Twitter — all over the online social networking world. While the social media firestorm was hardly the result for which Motrin was aiming, it did provide the pain-relief pill producer with an opportunity: It had the chance to respond directly to its customers.

Analysis

Monitor or Perish

Most companies don't have the opportunity that Motrin did. Although backlash against your company or its products might not be so obvious, you can be sure that people are talking about your brand online. You would be wise to monitor it, said Connie Benson, chief community officer at Techrigy, a vendor that makes a software tool to help businesses monitor their brands online.

Benson said that companies could be experiencing unmediated firestorms when consumers express themselves online. "A brand that ignores online conversations is taking a huge risk. In a matter of hours there have been cases like Dominoes and Amazon when they were impacted by social networks. Ford was able to turn a potentially bad situation around by joining in the conversation on Twitter."

She added that monitoring has utility for online brand defense. "Monitoring online conversations provides companies and individuals limitless opportunities to grow their business and brand. Listening to the conversations of their customers, potential customers and competitors provides information that can be used by every department."

Don't Just Listen, Participate

But you want to be sure that you don't just sit back and listen. According to Stephanie Miller, vice president of market development at Return Path, if your audience is using any social media, such as subscribing to blogs, commenting on forums or writing product reviews, you will want to participate in, not simply monitor, the conversations. "It doesn't have to happen on your site to be influential to the purchase process — in fact, if it doesn't happen on your site, it may be more important to your purchase process."

She added, "If your customers allowed you to listen in and contribute appropriately to conversations they had about you — in any forum — wouldn't you do everything you could to be there? The conversation goes on whether you monitor it or not."

Conclusion

There are a range of tools available to help you monitor your brand online, from free search tools to commercial offerings like Techrigy. Regardless of the route you go, it's imperative that companies monitor online social network chatter and find creative ways to engage directly with their customer base.


Related Briefs

Managing Your Business's Online Reputation

Customer Experience Management Prevents Hassles

Leveraging Social Media to Enhance Customer Service

Featured Research
  • How VoIP is Transforming the Healthcare Industry

    The healthcare industry, like many industries, is in the midst of an era of rising costs and an ever increasing pressure to drive down expenses. Now, what if we were to tell you that there was a simple solution to these problems? The answer is VoIP. And to make it sweeter, it allows for your hospital staff to utilize modern mobile devices as resources instead of antiquated phone systems. more

  • Don't Make These 10 CRM Mistakes

    Finding and buying a CRM is exciting. It is also quite daunting as you want to be as prepared as possible so as to avoid making a costly mistake. We have seen that many businesses fail when implementing a CRM, as they repeatedly make the same errors over and over again. more

  • Video Conferencing Goes to Court

    Think technology can’t be utilized in the courtroom? Think again. Video Conferencing within the court system can be extremely cost-effective, efficient, and time-saving. Courtrooms can benefit greatly by video conferencing in expert testimonies, translators, witness testimonies, and much more. more

  • Can Gamification Improve Contact Center Performance

    We have all heard the phrase "all work and no play". Well, would you believe us if we were to tell you that by implementing gamification you can INCREASE contact center engagement, morale, and overall performance? Spoiler alert: 89% of contact center employees believe that a point system within their contact center would boost their engagement! more

  • [Infographic] 8 Common Pain Points UC Eliminates

    Every company has moments of frustration, it is when these moments become extended periods of inefficiency, or pain points, where we start to see loss in productivity and employee morale. What truly sets a successful business apart from those of its competitors, is how they take these pain points and use them as opportunities to improve upon procedures and systems to eliminate pain points and move beyond what was the status quo. more