10 Things to Monitor Beside Your Brand Name

Heather Satterfield Heather Satterfield, Marketing Manager

You know how important it is to maintain a good reputation for your business. Monitoring your brand name for mentions is the most obvious way to do this. There are, however, many additional things worth tracking in social media. The following are 10 things you should be monitoring in addition to your brand name.

1. Campaigns

You should monitor all of your online campaigns and break down the results. You can look at both longstanding and more specific campaigns. For example, it’s helpful to monitor the results of an Instagram or Twitter campaign that uses a certain hashtag.

For Facebook or other types of ads, it’s essential to monitor the results of each ad so you can test different headlines, target audiences and other factors. You should monitor a variety of metrics for your campaigns, including reach, engagement, clicks, opt-ins and sales. It’s important to understand the objectives of each campaign so you know what to measure.

2. Competition

You can learn a great deal by monitoring mentions of your competitors and their products. By doing this, you’ll be informed when your competition releases new products and big promotional campaigns.

You should pay attention to what customers are saying about competitors. Whether comments are positive, negative or neutral, you can gain insights that can be applied to your own business. If competitors are being criticized for certain flaws in their products or customer service, you can note this to avoid making similar mistakes. On the other hand, you can emulate actions and products that are bringing praise to the competition.

3. Industry Trends

You should always keep up with the latest developments in your industry. This includes things like popular products, latest sales figures, new and old competitors and anything else related to your industry. You might want to monitor product reviews to find out which brands are most popular and highly rated.

You can also monitor leading publications, websites and social media accounts that discuss your industry. Doing this helps you to anticipate possible opportunities as well as problems. A company that makes any type of clothing or accessories, for example, needs to closely watch the fashion industry. If you’re in the technology sector, you’ll want to know what new devices and trends are current.

4. Images Related to Your Brand

Now that visual content plays such a dominant role on the internet, it’s just as important to monitor images as text. If people are sharing and commenting on images of your brand, you should certainly learn about this.

You want to know how widely your images are being shared and what’s being said about them. This helps you identify the kinds of images that are likely to go viral. It also warns you about images that are causing controversy or negative publicity. Another reason to monitor use of your images is to find out if anyone is using them inappropriately. Images are rapidly becoming a major aspect of brand management.

5. Your Target Market

Every business has to learn as much as possible about its customers. Even businesses with multiple and segmented markets must break down the demographics of its various customers and keep track of what each of them is doing.

Knowing what’s going on with your market helps you run your business more effectively. This includes economic and cultural trends. For example, if an economic downturn is having a strong impact on your customers, you may want to introduce products at a lower price point. You can detect changes in the buying patterns of people in your demographic, helping you plan future products.

6. Your Products

In addition to your brand name, you should be monitoring the names of all your products and services. In some cases, these may be referred to without mentioning your brand name. For example, people often discuss the popular software Photoshop without mentioning Adobe, the company that makes it.

If people are talking about any of your products, you should be aware of what they’re saying. This gives you a chance to insert yourself into conversations to clarify points or address complaints. It also gives you insights into which products are popular and why.

7. Geographic and Regional Trends

Geographical data is especially relevant to businesses with brick and mortar locations. They also matter to online businesses, though. Regardless of what type of business you have, you should know the geographical breakdown of your audience.

Some products, for example, mainly appeal to people in cities with a large millennial population. Others are geared towards rural or suburban customers. You should keep track of regional developments so that you can better anticipate the needs of your customers.

8. Influencers

Influencers in your field have a strong impact on public. They can affect consumer habits and attitudes in a powerful way. That’s why you should identify the most influential people in your niche or industry and monitor their blogs and social media pages. You naturally want to know if they talk about your brand. It’ also valuable to know what such people are saying about anything related to your niche.

9. Complementary Products

You can often benefit by tracking terms that relate to products or industries that offer complementary products. For example, if you sell exercise equipment, you could monitor trends related to fitness centers and nutritional supplements. Customers for one of these might be interested in others.

Similarly, if you offer SEO services to local businesses, you can also benefit by tracking developments related to website design. It’s often beneficial for businesses to expand by offering complementary products. At the very least, customers who purchase these items make good prospects for your products.

10. Interactions with Customers

You should always be aware of how effective your business is at providing customer support. Many of these factors can be monitored. For one thing, you should monitor the response time for emails and social media messages.

You can also track the type of questions, complaints and inquiries. If you see that many people are asking a particular question, you may be able to clarify this point on your web page or in product instructions. You can look for patterns in complaints and refund requests to make improvements.

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