MARKETING

Growing BusinessMARKETING

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  • Tracking Your Brand

    Game Plan

    In-Depth

    Listening to Social Media

    Your brand may be mentioned in social media channels—and you may not even know it. Yet social media carries more weight than ever. Your potential customers on Twitter, Facebook, and other social media channels are likely paying more attention to their friends and followers than your marketing activities.

    According to Forrester Research, 70% of online adults trust brand recommendations from friends and family and 46% trust consumer-written online reviews. Yet only 10% trust ads on websites.

    That makes tracking your brand on Twitter, Facebook, Google+, Instagram, and Pinterest more essential than ever.

    Fortunately you can automatically track mentions of your brand—and even your competitor’s brands—through “social listening” tools that monitor social media sites and provide reports you can use to track trends and analyze your progress in promoting your brand.

    One tool, for example, is Hootsuite, perhaps one of the more popular platforms, which comes in both a free version and a pro version for $8.99 per month, which adds more analytics and other features.

    By listening to social media mentions of your brand, you can measure and track brand awareness in these media, get a better sense of your brand’s reputation, respond to any negative complaints, and even gain insights into competitive brands.

    Game PlanGame Plan

    Game Plan

    • Review some examples of how brands have used social media listening strategies to learn about issues that reflected negatively on their brand.
    • Download this Neilsen report (registration may be required) on the growing importance of social media in advertising and why brands must pay more attention to tracking social media mentions.
    • Learn how to determine which keywords you should be monitoring in tracking your brand on social media.
    • Evaluate various services you can use to begin a social media listening strategy, including free tools and others that may charge a fee but include more features.