If you were sat in a bar, or coffee shop after you had a meeting with a potential new client (go with me) and they entered said bar/coffee shop with members of their team, and started to talk about you and your company, what would you be wanting them to say?
In summary that's what personal and company branding is all about, so if you're not listening, and engaging how do you know if your 'on brand' or not?
Over the years I've worked on numerous brand realignment, brand repositioning, and ultimately brand re-engineering strategies. These have included companies of varying sizes, in different sectors, markets, and territories, many of them a mixture of luxury (high end) or volume (price driven) companies - and quite a few technology businesses.
Back in the day one of the key tools we would deploy to establish where the brand 'was/is now', and where we would like it to be was a basic research technique called 'brand recall'.
To say it was time consuming and expensive is an understatement.
Today, word clouds simply form part of a number of freely available 'listening' tools, and are a staple part of some of the more professional 'paid for' solutions.
These professional tools can go a lot deeper than just words, they can see 'sentiment' and 'intent'. They can identify which platforms your brand is most active on, and with whom, they can also be used to help you 'listen' to competitors, in the same way your competitor can listen to you.
The tools available today allow you to have a dynamic and detailed view of how you and your company are being perceived on Social Media.
However, buyer beware!!
monitoring tools across types and price points. Only four vendors responded (that is, they actually monitor their own brand on social media).
So when you hand this vital role over to the outsourced agency make sure you do some of your own DD and ask them to show you how they stack up using the tools they're selling into you.
unknownx500
