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Brand monitoring 2.0; Feeling increasingly overwhelmed by the never ending stream of information? Prefer sticking your head in the sand and wait for it all to go away?
The good news is that with the new media outlets, new tools emerge to leverage value from this endless flow of information. Learning how to use such tools can save time, avoid online reputation issues and help identify new business opportunities.
Lets start with the time management issue. Sure, there’s times you just want to browse around, check out some mainstream news or funny videos, but when it comes to specific monitoring activities, focus is the name of the game. Unless you have a clear idea of what you’re looking for, and a strategy for what to do with the data once located, you’ll quickly get distracted.
By identifying keywords that are important for your business, you will be in a position to find conversations about your brand, competitors and industry trends. Next step is to filter out the useful information and decide what to do with it. Oftentimes, brand monitoring data will be forwarded to a colleague in customer support, who will take action, addressing unhappy bloggers or forum participants. Positive mention will be of interest for the person in charge of SEO link building and the PR and marketing department. Other data, such as competitive intelligence and market trends, will be of interest for the R&D department.
Over the last months Imooty has developed a tool facilitating this type of work. Through a social media listening dashboard, users locate information on keywords across different social media sources and save posts to their media library. Users create projects, delegate responsibilities and define milestones, creating a sense of accountability when dealing with online media intelligence.
Want to take the Imooty tool for a test drive? Sign up for a free brand monitoring trial today!
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The Communication Summit is the yearly highlight for PR and Communication professionals in Germany, Austria and Switzerland. During a panel discussion on online PR and communication, Mr. Volker Gaßner from Greenpeace, made an interesting contribution to the topic of online reputation monitoring.
Greenpeace does online reputation monitoring of companies they see as “greenwashing” their corporate image (i.e. claiming without merit that they are green and sustainable). He used an example of RWE, a large energy provider, who recently hired a high profile PR and marketing agency to create a video to improve their corporate image. The video depicts an animated version of the energy giant planting windmills, wave power generators and fixing broken power lines.
In fact, only 2% of RWE’s energy comes from green and sustainable energy and Greenpeace sees the RWE video as a typical “greenwashing” campaign. Accordingly, Greenpeace re-cut and altered the video to be shown on a TV monitor, sitting in a wasteland of nuclear energy plants (RWE owns 5 of them in Germany).
After only a few weeks the Greenpeace response has almost as many YouTube views as the original, it backfired.
Mr. Dieter Zetsche, Chairman of the Board of Management at Daimler AG, also addressed the topic at his opening Keynote to the Communication Summit. The challenges for PR and communication professionals in communicating green technology efforts are indeed real. It is not only a complex and difficult technology to understand (especially in the car industry), it is also easy to fall for the temptation of playing with statistics and nice imagery.
Mr. Zetsche concluded that only communication of real substance is likely to gain trust and goodwill. It is also safe to assume that Greenpeace, as well as competitors, will continue with online reputation monitoring, to keep track of greenwashing and misleading advertising.
