For manufacturers to get closer to their customers, brand monitoring needs to be widened to include what consumers are saying about you online.
The explosion in social media allows consumers to vent their anger almost instantly, making social media monitoring crucial. One BBC Breakfast News item
suggested a single YouTube video complaint about United Airlines contributed towards their share price dropping by 10%. And, within a day or so of the
Eurostar problems, a 'We Hate Eurostar' group was set up on Facebook.
How can I use the explosion in social media to protect and promote my brands?
Our brand monitoring solution acts as an early-warning system identifying advocates of, and threats to, your brand. Realising a product is being viewed in a negative light is useful, but only understanding which elements are generating that sentiment allows you to mitigate it, fast.
Social media monitoring gives direct access to your customers' likes and dislikes. It directly tracks both professional commentary (product review or news sites) and consumer commentary (blogs and other social sites) to find the common threads in both positive and negative comment. It gives you the insight to carry out reflective marketing and make more effective use of resources. And by feeding your findings into product development you can drive innovation and increase customer satisfaction.
Brand monitoring lets you understand how to reach consumers through improved behavioural targeting, media buying and planning. Once you recognise where your products are most likely to receive a positive hearing, you can site promotions there.
How SAS solutions can help:
Ready to learn more?
Call us at 01628 486 933 (UK) or request more information.
YouTube: Chris Brogan Offers Social Media Advice to Marketers