Beyond PR

Jun 16, 2015

4 Reasons the Benefits of Brand Monitoring Outweigh Its Costs

brand_monitoring actionable intelligence

Successful brand marketing starts with your audience; this is nothing new. From focus groups to consumer surveys, PR and marketing professionals have long relied on audience feedback to develop campaigns that resonate with their customers.

However, today’s brands are faced with countless channels from which to gather this feedback. And many of these channels – such as review sites and your customers’ blogs and social media feeds – aren’t managed or ‘owned’ by your company.

Keeping up with all of these channels poses a significant challenge for the executives and staff tasked with protecting a company’s brand.

There are many costs associated with effective monitoring. It takes time to sort through and analyze data, as well as expertise to understand how it can be used to refine your business goals. And if you’re going to invest in a robust monitoring service, there are financial considerations as well.

The thing is, the breadth and depth of actionable business intelligence available to today’s brands is worth the price because of the opportunities that monitoring offers.

Here are four ways brand monitoring can help your company market itself more efficiently.

1. Uncover areas of improvement.

Monitoring your brand enables you to listen to the conversations people are having about you and gather honest opinions and experiences about your company.

Regardless of whether the sentiment is positive or negative, this feedback can help identify ways to improve the public’s perception of you —  from their opinions of your product offerings and customer service to assessments of your brand’s leaders.

Brand monitoring also opens up opportunities to engage in direct conversations with your consumers and work together to enhance current products or brainstorm ideas for new ones.

Monitor brand online

2. Learn what your competitors are doing.

The conversations your competitors had with their customers used to be private; however, thanks to social media and other online forums, it’s easier to observe these interactions in real time. Tracking what your competition does and how people respond gives you an opportunity to learn from their successes and missteps and adapt your online presence accordingly.

3. Discover new revenue opportunities.

Listening to conversations around your brand and competitors can also drive revenue for your company.

Perhaps you notice people discussing a problem you didn’t realize your products solved or an issue with your competitor you were unaware of.  Monitoring for these comments can help you identify potential customers and new markets, and understand how to successfully engage with them.

4. Identify and reward brand champions.

Testimonials, case studies and user reviews are typically more effective at building brand trust than traditional marketing.  It’s because peer-to-peer messages are genuine, transparent and relatable.

Monitoring for third-party mentions of your brand can aid you in finding the organizations that use your services and are advocating for you in the marketplace. Once you’ve identified these brand champions, recognize them for what they’ve been doing all along – sharing their love for your brand.

Investing time and resources into a brand monitoring program can reap many benefits for your company, but you need to do it right. Learn how to develop a thorough brand monitoring strategy by downloading our guide Monitoring Your Brand Across the Web

Author Chelsea Kiko is the events assistant at PR Newswire. Follow her on Twitter @ckiko47.

2 Comments on Blog Post Title

­ Maro Bautista 04:51 EDT on Jul 8, 2015

I have some questions. How do you make the people talk about your brand on social media in terms of how you are doing business? What could be a possible strategy or campaign for this to push through into something that is really worth something which is brand awareness?

­ Amanda Hicken 09:20 EDT on Jul 8, 2015

Excellent questions!

Two quick tips: You need to be present on social media — post regularly on your brand’s social channels, RT, share your content (and others’) on your social media channels, and engage with your customers/audience. You also should have social sharing tools/widgets on your site to make it easy for visitors to share your content. Both of these things are first steps towards building an audience that is more engaged and receptive to talking about you on social media.

For more in-depth tips, here are two links to check out:
- We recently hosted a webinar that covered how to promote your brand’s blog on social media — however, a lot of the best practices we discussed could be applied not just to your brand’s content, but other aspects of your brand’s marketing. You can find the blog post about the webinar here:
- You can also find other blog posts about social media best practices at

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