So, what can you do with all that data you get from media monitoring?
Well, here are 10 ways you can use it to grow your business!
Hey, it’s Chia from Brand24 and today I want to talk about DATA — specifically,
what to do with all that data you get from media monitoring!
A lot of companies use media monitoring tools to monitor mentions of their brand, their
products, and their campaigns... among other things.
And they find a lot of really valuable information that tells them things like: where people talk about their
brand, who talks about them, how people feel about their latest campaigns, as well as how often
their products get mentioned... but they don’t always know what they can do with all that
data.
So, today, we’re going to talk about 10 powerful ways you can use media monitoring
data to grow your business.
So, the 1st and most common way that companies use media monitoring data, is to manage their brands.
Brand management is about making sure that there isn’t a HUGE difference between the
way that YOU see your company, and the way that the public sees it.
It entails monitoring mentions of your brand or your company — which lets you see yourself
from the outside with, like, a fresh perspective, through your customer’s eyes.
So, the data that you get by monitoring your brand tells you a lot about your brand health — and
it can also alert you to a potential crisis.
And this brings us to the 2nd reason why companies monitor their brands: to protect their brand
reputation.
The great thing about media monitoring tools like Brand24, is that you can automatically
filter your data by advanced sentiment detection.
If you see a sharp increase in negative mentions for your brand, then you might have
a PR crisis on your hands — and the sooner you address it, the better.
Hm, so the 3rd way that businesses use media monitoring is to access customer insights.
Data is about more than just numbers, and when you monitor mentions of your brand, you
get to see what your customers say about it.
This can tell you what they like most about your product — and also why!
So, the best part about media monitoring is that, you don’t need to disturb your customers
to get feedback.
So, now, personally, I’d say that the most important relationship for any business is the one between
its brand and its customers… and the 4th way to use media monitoring shows us the best
way to nurture these relationships: through engagement!
Monitoring your brand helps you identify perfect opportunities to engage with your customers
and build stronger relationships with them — just by picking up the conversation.
The 5th way to use media monitoring also helps you connect with your customers — through
customer service.
Frustrated customers, or users who just need a little help with your product, they won’t always tag you
in their angry post about your company.
Sometimes, monitoring mentions of your brand really is the only way to see when this happens.
And the 6th way to use media monitoring data shows you the best websites to display your ads.
Knowing WHERE conversations about your brand take place tells you where your potential
customers hang out.
Maybe this means Quora or Reddit or a site that’s totally new to you…
either way, knowing the SOURCE of your mentions will show you where you need to be advertising
for higher conversion rates.
Apart from finding the best websites to place your ads, the 7th way to use media monitoring
data also helps you find the best influencers to work with.
Research shows that, on average, companies get, about, $6.5 back for every $1 invested in influencer
marketing — but this doesn’t apply to FAKE influencers.
It can be hard to tell if someone’s buying followers, but not impossible.
Start by following the profiles that you’re interested in working with, and just observe their
activity, along with the way that they engage with their followers.
The 8th way to use media monitoring data helps you measure the effectiveness of your marketing
campaigns.
For example, if your goal is to increase brand awareness, you can measure how effective your
strategies are by monitoring your number of brand mentions.
This, coupled with data like the number of monthly searches for your brand — and your
amount of direct traffic — will show you how well your brand awareness campaign is
doing.
The 9th way to use media monitoring lets you pinpoint sources of direct traffic.
A common source of direct traffic comes from people entering your URL directly into the
search bar, but the question is — why?
Media monitoring data helps you figure out what got them interested in you.
Compare dates of high direct traffic from Google Analytics with mentions of your brand
in Brand24, and this will give you some pretty good clues: Maybe you were mentioned in a
big publication - or by an influencer!
And, finally, the 10th way to use media monitoring data is to analyze your competition.
Besides monitoring mentions of your own brand, a lot of companies also monitor their competition.
You can apply any of the tips I just mentioned, to the data that you gather on your competition,
and then try to learn from them: see what they’re doing well, and what they might be struggling
with.
These are all really valuable insights that you can use to grow your own business.
I hope you’ve found these 10 ways to use media monitoring data useful.
I know this was kinda fast; I just wanted to give you a few ideas on some things that you
can do with all that data.
There’s actually even MORE you can do, but that’s for another time!
So, thanks for watching, guys!
If you have any questions about what to do with media monitoring data, just let me know
in the Comments section below!
And if you’ve found this video helpful, feel free to Like, Share and Subscribe to
our YouTube channel where I’ll be sharing even more tips and information on social media
and digital marketing each week.
Thanks again for watching, I hope you learned something new, and I’ll see you next time,
bye!