Social networks have become a great ally for brands: they help generate more views of web content and it is expected that through them the number of visitors and buyers will increase. However, social media can be both beneficial and harmful if one very important factor is neglected: reputation.
Reputation is everything. And on the internet this could not be more true. That is why it is important to know what users say about your brand or company constantly: clients, competitors or the press. The internet is often fickle and, with a little carelessness, your company’s reputation can suffer overnight.
Two out of three users see the internet as their most reliable source of information, especially when they are looking for something about a brand or business. And 90% of them read the reviews of other consumers about the product or services to make a purchase decision. Due to this it is important that you carry out constant monitoring of social networks to know what they say about you and if the perspective that is had of your company is positive or negative.
Fortunately, there are free and paid tools that can help you know what they say about your brand , if there is a complaint that you had not considered, if someone is very satisfied with your product or service, or even if there is a competitor or customer who is speaking ill of you.
But before sharing them, we invite you to learn a little more about how network monitoring works and its benefits for your brand.
What is social media monitoring?
Social media monitoring is an exam practice to know what is said about someone or something, in this case your company. Also, highlight the topics that interest social media users regarding your sector or industry . To do this, keywords, hashtags or mentions of a specific user can be tracked. It can be done on various networks such as Facebook, Instagram, Twitter, LinkedIn, among others.
The main advantage of monitoring your brand is that, depending on the objective you want (such as your brand presence, level of interaction or position in a situation), you can obtain all kinds of information to optimize the messages you transmit, improve your ads or know if a campaign is not being accepted as expected.
For example, there are times when brands launch a campaign with the confidence that it will be a success. However, users and the press may think otherwise.
A very notorious case was that of Hershey’s in Mexico: one of its campaigns was so badly received by users of social networks that they had to withdraw it and make a public apology . Thanks to the monitoring of social networks, the brand was able to realize that the campaign was receiving a lot of negative reviews and that, instead of raising awareness, it was showing an inappropriate image for users. In the end, the brand thanked its consumers for showing them their mistake and helping to raise awareness of the message they were trying to deliver.
If you are a company that wants to keep your reputation intact and be aware of what social networks and the internet in general are talking about you, then this list with the best tools to monitor your brand will become your great ally.
13 free tools to monitor your brand on social media
- SMM Software
- Hootsuite Impact
- Social Mention
- Khoros Communities
- Google Alerts
- Twitter statistics
1. SMM Software
If you are a seomaster customer, the tool you can use is the SMM Software. It allows you to configure specific streams for the users and search terms you want to monitor. In the same way, it serves to publish on social networks in the same place where you create campaigns.
With this seomaster tool, you can spend more time connecting with the people who add the most value to your company through functions to prioritize your social interactions. In addition, you can schedule your content and get suggestions on the best times to publish, with the aim that your content reaches your followers at the right time.
This tool associates the social interactions of your brand within a database, which allows you to have a better context about what is said about it and you can prioritize the most valuable conversations for your company.
2. Hootsuite Impact
Hootsuite Impact is one of the most popular on the web. Its huge advantage is that it covers multiple platforms such as Twitter, Facebook, LinkedIn, WordPress and Foursquare. The weekly analytics reports and its excellent workflow application (allows delegation of tasks and sending private messages) are very useful when there is more than one person managing social media accounts.
With this tool you can see beyond how many “likes” or followers your brand gets. You will learn how your social media channels and campaigns drive conversations, leads, and sales. It also offers a market comparison of your competition to analyze their best tactics.
Best of all, you have real-time monitoring to know how your followers interact with your brand. Provides specific recommendations to continually increase reach and revenue.
TweetDeck allows you to create a more personalized Twitter interface to monitor users, hashtags, topics and lists within the same panel. You can also see in that same frame the activity of your clients, competitors or employees. If on any occasion you are involved in a controversial issue or you simply want to see the real-time reactions of a new campaign, this tool will provide you with the update you require.
TweetReach is perfect if you want to monitor the reach of your tweets, as it is very effective in measuring the real impact and implications of social media conversations.
It’s a great way to find out who your most influential followers are and guide you to the right audience to focus on when you want to share and promote content.
5. Social Mention
Social Mention analyzes information in a deeper way and also measures influence in four categories: Strenght (Strength), Sentiment (Feeling), Passion (Passion) and Reach (Reach). It has an impressive reach and you can get involved in up to 30 different types of social media.
Add all the blog, microblog, image and video content related to your desired search term, from a variety of search engines and social networks. It facilitates the visualization of what is said about your brand in a very complete view.
HowSociable is the perfect tool if you want to measure the presence of your brand and that of your competitors on social media. A free account allows you to track 12 social media platforms, including Tumblr and WordPress. If you want to monitor 24 more platforms (Facebook, Pinterest, Twitter, etc.), then you need a pro account.
We also like it because it presents the information in a different way, with specific scores for each platform, allowing you to see which platform works best for your brand and which ones need the most attention.
Followerwonk allows you to do a quick and easy search of biographies and profiles on Twitter to get some mention of your brand. You just have to log in with your Twitter data or subscribe to the paid versions to get more information.
8. Khoros Communities
Khoros Communities, formerly Lithium Community, offers a social response tool that allows you to manage, understand and respond to the direct reach you receive from other users on social media. The tool integrates with platforms to help you visualize where people interact with your brand. So you can focus your customer engagement in all the right places.
Mentionmapp sees everything that happens on your Twitter account: mentions, retweets, likes, among others. You can control your interactions and the impact of your posts. In the same way, it is capable of detecting positive or negative publications of your brand. It reveals what conversations are trending and who are contributing to that information being displayed.
Boardreader crawls message boards and discussion boards to see what people are saying about your brand. Users tend to use stronger words on discussion boards than on social media, so you should prepare before diving into this search.
BuzzSumo aggregates data on the number of links to your domain and the content you receive on social media and through links. The goal is to help you confirm what type of content formats work best for your users on each network, giving you ideas for web pages and content to replicate again.
12. Google Alerts
An easy way to monitor your brand is through Google Alerts to see where users mention you in search results. You can enter specific terms that could be included in both news headlines and other posts. Every time you add a new alert you will receive an email with the update of your mentions.
13. Twitter statistics
With Twitter Statistics you will be able to know the activity of each of your publications by measuring their interaction to learn how to make more attractive tweets; explore the interests, locations and demographics of your followers; monitor the way your Twitter cards motivate clicks, app downloads and retweets.
Now that you know which are the best free tools to monitor your brand on social networks, do not forget that through proper observation you will be able to verify the performance of your products and services, as well as that of the campaigns you launch. Social networks and their interactions have endless information that helps you optimize your strategies and ensure that users are satisfied with your brand.