Why Should You Protect Your Brand's Image Using Social Media Monitoring
It doesn't really matter if your business only operates offline, whether you want it or not, people are most probably talking about you in the online world. Comments that people post on social media, blogs and forums can be beneficial to how people perceive your brand, but if negative, they can also be really harmful. What's more, there may be scammers out there, who will want to use your online presence and gain something for themselves from that by pretending to be you online
That is why it's so important to keep your finger on the pulse and monitor social media in order to protect your brand's image. The best way to do that effectively is by using a social media monitoring tool, like Unamo Social Media, and set up proper keywords that will enable you to see all mentions relevant to your brand protection efforts. In such a way you can find mentions, which can jeopardize users' positive perception of your business. These can include:
- Negative opinions about your brand or service on different channels
- Negative comments on your social media channel
- Interactions between your customers and your company's impersonators
- Various comments written by and on fake social media accounts
Thanks to social media monitoring you can find those, react fast and that way save your brand's reputation from being ruined.
Which Keywords to Pick in Order to Mitigate Brand Reputation Crisis
You should be monitoring different keywords based on the goals you want to achieve.
Finding Negative Opinions about Your Brand or Service on Different Channels
In order to find mentions with negative sentiment, which comment on your brand you need to first establish if your brand's name is unique or if it's a common word.
Protecting a Brand Name Which is Unique
If it's unique, like "Positionly" or "Caffe Luxxe", i.e. it doesn't have a certain meaning, you can just input it into the monitoring tool as your main keyword. Remember, however, about possible typos. People tend to type in the keywords fast and sometimes they may not be sure of the correct spelling, so if you input only the correct version of a keyword, you might get limited results. Therefore, make sure to add all spelling variations of your brand name as separate keywords. You can easily check the misspellings in Google Search Console. Take a look at the Positionly's results in the tool:
What can also happen is that people may not sure if your brand name is spelled as one word, as in e.g. GoEuro. In this example it's best to monitor both versions, "goeuro" and "go euro", to not miss any mention.
Protecting a Brand Name Which is a Common Word
Now, it all becomes more complicated if your brand's name is a common word.
Let's take the most famous example here, which is the Apple company, and say their Social Media Team want to monitor the brand. They need to configure their topic in such a way as to get the most accurate mentions, i.e. least spammy results. In order to achieve that, what they have to focus on is adding keywords that have to appear with the main keyword (called related required keywords) and those that when standing next to the main keyword, will delete the mention from the mentions feed altogether (called related excluded keywords.)
By monitoring "apple" you will get all types of mentions, from looking for apple juice, through finding best pesticide for your apple trees, to contacting a girl, who's name's Apple. The possible results are endless. That why it's so important to "despam" your feed by adding related and excluded keywords. There's also a third-level to narrowing your results, namely the ability to add globally required/excluded keywords. These will help you in tailoring your results even more.
For example, if you put:
- "apple" as the main keyword
- "software", "computer", "inc", "company" etc. as related required keywords
- "juice", "tree", "pie", "pear", "bite" etc. as related excluded keywords
- "mac", "iOs" as globally required keywords
You will get those mentions that contain: apple + software and/or computer and/or inc and/or company + mac and/or ios
The list of course goes on (with what you want and do not want to appear in the mentions feed), so persistence is key here. Getting to the point when your account is free of spam is an ever-ending task and rather impossible to be fully achieved. You can, however, get to the point where the results and mentions you see are really configured precisely. Remember to keep adding/excluding related keywords, excluding unrelated authors, selecting only specific channels etc., then checking the feed, and adjusting the topic again.
Being Up-to-Date with Negative Comments on Your Social Media Channels
In order to see what's going on your social media channels and react fast when a detrimental comment emerges, the best solution is for you to monitor your profiles in a social media monitoring tool. In Unamo Social Media, for instance, you can choose whether you want to monitor your Facebook, Instagram, Youtube or Twitter account (or maybe all of these). You can then always narrow the results by adding keywords or by monitoring only main posts or comments.
Note: If the profile doesn't show up on the list it may be unavailable; either was set as private, or the name has been changed.
Catching Impersonators and Fake Social Accounts Before They Reach Your Audience
There may be situations when somebody wants to use your credibility, reach and traffic to their own advantage by impersonating you and your company. If that's the case you have to make sure that when such thing happens, you'll be the first to spot and stop such behavior.
Monitoring just your brand name is a good idea, but you can also try to go deeper by adding a domain name as a keyword. Let's take "Caffe Luxxe" as an example; in order to see mentions for their domain, you could just input www.caffeluxxe.com as a main keyword. This, however, is your domain, and impersonators may be actually trying to drive your traffic to their website, not yours. Considering this may be the case, putting a keyword like "caffe luxxe com", can give you some good results, like caffeluxxe.com, www.caffeluxxe.com, caffe-luxxe.com, caffe.luxxe.com etc., where some domains can be fake. A scam can be crouching also on really similarly looking sites, like cafeluxxe.com, caffeluxe.com, caffeluxxe.net etc.
That is why it's so important to monitor your brand in order to catch a fraudulent account before it does any damage to your company's image. A good social media monitoring tool, like Unamo Social Media, will allow you to see mentions in real-time. This will help you in spotting any suspicious action as soon as it takes place.
In order to minimize potential risks, make sure to:
- Create your brand's accounts on all social media platforms, even if you do not plan on using them. This will make the impersonator's job at least a bit harder.
- Buy the URL with different extensions, like .net or .org
- Report a fake social account, once you spot it
It's crucial for you to protect your brand, especially in the age of social media, where people are interacting with each other 24/7. In order to be up-to-date with anything going online regarding your brand and the way people perceive it, make sure to monitor it on a regular basis. In such a way, you'll be able to avoid an image crisis that can really hurt you and your business.