It is paramount that you manage and monitor when people are talking about you online and what it is that they are saying. I like to call this: Reputation Intelligence. This process can have many different names: Brand Monitoring, Alerts, or good old-fashioned listening. It is important that you are not only monitoring but also engaging with visitors to your channels.
There are many facets that you need to keep an eye on. These include comments, likes, mentions, clips, reviews, snaps, videos, and more.
Even if you decide to log into every channel individually, one by one and check out your insights or analytics (most provide some degree of analytics — more on that in this article), it is imperative that you know what’s being said or mentioned about you and your business. It is equally as important that you address all of the engagements.
Keep in mind that not everything that is being said will be negative, but you will want to address the negatives just as importantly as the positives because these are all your potential prospects and customers, and they are primarily “marketing” for you. So be sure to treat them accordingly.
Reputation Intelligence is not some super-secret tool or a one-size-monitors-all tool; it is a series of actions, events and ongoing activity to pay attention to what is going on in the online world, pertaining to your brand. It’s important to keep up with what is being said about your organization.
There are so many different tools and apps available to monitor all of your different channels, and it’s important that you do monitor and follow what is being said about you or your organization so that you can respond as diligently and appropriately as possible.
The price points for these apps range from free DIY to thousands of dollars per month or year. I highly recommend researching and choosing the best apps or services for your budget and organization as wisely as possible. You will, of course, want the most benefit for the money. Be sure that you are choosing a service that monitors all of your social channels completely not just mentions of your name or organization. Remember that everything on the web now leaves a footprint.
You want to track all of your footprints, no matter how clean or dirty they are. I do want to point out that if you find something negative, address it in the best way you can. Try to put yourself in the consumers’ shoes, approach it as if you were the one complaining. Don’t try to cover up or bury negative commentary; address it and engage in an active and constructive manner.
You can do much of the reputation monitoring on your own, or use dedicated personnel, or hire a sensibly priced consultant to handle the job for you. You know as well as I do that any sentiments, good or bad have an impact on your brand. So, why not protect it by monitoring anything and everything you can? Let’s shuffle through some ideas for your individual reputation intelligence.
There are several channels available and ready for you to add and monitor your brand. Have a look at the list below, if you aren’t on one of them — take a look and see if there is a value to your business by listing on the respective site. Sometimes it’s a very good idea to at least have a presence that points to your primary hub or website. Business name, address, phone, website or social links.
These are all great spokes for your brand. Many of these channels can be utilized in organic search engine results. Some of these channels include Google, LinkedIn, Twitter, Instagram, About.me, Stumbleupon, Facebook, Pinterest, SnapChat, AnchorFM, Appearoo, BrandYourself, Hubpages, Paper.li, Scoop.it, YouTube, Reddit, Flickr, Bumpzee, Quora, Blogspot, PeekYou, WordPress.com, Yahoo Answers, FourSquare, MySpace, Diigo, Soundcloud, LiveJournal, Blogmarks.net, MetaCafe, Last.fm, Photobucket, HuffingtonPost.
Let Google Alert You
Google Alerts are a free and great way to start monitoring what someone may be posting about you or your organization online. Start by visiting google.com/alerts and enter your business or organization name. If it is more than one word, place your brand in “quotes”. My alert is set up as “Christian Connett”. You can edit your alert settings and manage the frequency that you will get alerts in your email. This will be a helpful start to monitoring your reputation.
A good Social Media Agency can provide Analytics that are a powerful indicator of how your channels are functioning. Social Analytics give you the ability to measure, analyze, and interpret the interactions between visitors and your properties. These all-too-important analytics can uncover customer sentiment and trends across your channels. This is also part of the intelligence factor. You will want to monitor the data from your website as well as different social sites to aid in more comprehensive digital marketing strategies. Mining your social media figures should help to determine your Key Performance Indicators (KPI’s). These KPI’s will have a significant impact on your hard work going forward. You should continuously evaluate the success of your campaigns and determine what is most important to you and your organization.
Some networks provide intrinsic analytics, although they are not too obvious where to locate them. Here are a few of the big players:
My personal favorite for Instagram analytics is called
Iconosquare provides a 7 day trial to try out the service for managing your Instagram account. At the time of writing, the cost is $4.90 per month/per account. Providing key analytics for your Instagram account, Iconosquare is an incredible way to measure and optimize your Instagram performance. Iconosquare Instagram analytics gives you the ability to Filter by date, most liked, most commented, most engaging, most loved, and most talked about ratings.
- Manage ALL your Instagram accounts from the same interface
- Add specific users and hashtags to your feed for specific content
- Choose the date range you want to get Instagram analytics from
- Discover your followers geolocation, identify your most influent followers,
sort your media by engagement rate, visualize your community structure and much more!
Iconosquare helps you understand your audience, improve your performance and engage better with your community on Instagram.
- Monitor your followers and growth over time
- Know who unfollows you
- Identify new and top followers
- Optimize strategy with best time to post, filter & hashtag impact
- Sort most engaging posts by engagement rate, likes or comments
- Benchmark against your competitors
- Track your hashtag(s) performance
- Get exports (.csv) and reports (daily, weekly, monthly)
While there are an innumerable amount of analytics services and apps out there, it truly is up to you to discover what works the best for your budget and organization. I certainly have my favorites, and I also do quite a bit of digging into the native platform analytics themselves for a more precise view of the data.
A tremendously powerful way to help monitor your website, as well as social channels, is utilizing Google Analytics (GA). Google Analytics has become an irreplaceable cornerstone for monitoring and measuring social integration. Integrating Google Analytics will assist in measuring your marketing efforts, your website and social traffic, your visitor’s behavior, and individual campaigns using custom goal URLs for tracking. Google Analytics can help to provide ROI data by setting up goals. Sign up or log into Google Analytics here: You will also want to look into employing Google Tag Manager to unite with your analytics. Tag Manager will help with interaction tracking, remarketing, Google AdWords and other specific tracking needs. Access Google Tag Manager here: Focus on your goals and objectives you previously outlined in your Digital Marketing Plan for setting up your tracking and ensure that your social initiatives are aligned with your strategy.
Follow the S.M.A.R.T. goals you defined earlier in the article. As of this writing, there are six Social Analytics reports available in Google Analytics. Each report will help you achieve a better understanding of the results from your campaigns. Locate the Social Reports in GA under the Reporting tab > then Acquisition > in the left-side menu, and select Social just under Search Engine Optimization.
Navigate to Network Referrals to see engagement metrics (Pageviews, Avg. Session Duration, Pages/Session) for traffic from each social network.
Navigate to Landing Pages to see engagement metrics (Pageviews, Avg. Session Duration, Pages/Session) for each URL.
The Conversions report allows you to quantify the value of Social. If you have Plugins such as Google “+1” or Facebook “Like” buttons on your site, it’s important to know which buttons are being clicked and for which content.
The Social Users Flow shows the initial paths that users from social networks took through your site. There are four elements that define your social impact:
Network Referrals: As your content is shared and people come to your site, it’s important to understand how users from different social sources engage with your site.
Conversions: Shared content URLs become the entry points into your site, driving traffic from social sources. Measuring the conversion and monetary value of this traffic will help you understand the impact of Social on your business.
Landing Pages: People increasingly engage with, share, and discuss content on social networks. It’s important to know which pages and content are being shared, where they’re being shared, and how.
Social Plugins: Adding Social Plugin buttons to your site (for example, Facebook “Like” buttons) allows your users share content to social networks directly from your site.
The Social Analytics reports allow you to analyze all of this information together and see the complete picture of how Social impacts your business.