Whether you like it or not, the internet is one of the most common and most popular forms of brand recognition. However, the internet allows individuals to voice praises, comments, concerns and negative feedback on your organization. This is where keyword monitoring comes in to play. Actively monitoring the keywords associated with your brand can be one of the most efficient means available to conduct marketing research.
Twitter, Facebook, blogs, forms and consumer review websites allow anyone to speak their mind about your organization or brand. While it may be hard to believe that not everyone is as big of a fan of your brand as you are, keyword monitoring can help you get in on the conversation. You can respond to both negative and positive feedback through means of keyword monitoring.
To ensure proper keyword monitoring, you need to be tracking the right keywords. You should be tracking your company URL as well as your company name including any variations, abbreviations and nicknames. In addition, be sure to keep track of any top executives or high-profile individuals that are part of your organization. You should also track your competitor’s URL and brand names. Other important keywords to track are words closely related to your industry. Are you a denim company? Track keywords such as brands your company carries.
Tools for Tracking Keywords:
- Google Alerts. Set up searches for specific keywords. Results will be sent to you as you indicate (including as they happen) to the e-mail address you have listed. As an added bonus this is a free service.
- Social Mention. Use Social Mention to track real-time social media as well as analysis. Simply type in the keyword and browse the entire web so see who is talking about you and what they are saying.
- TweetDeck. Search through tweets by simply typing in keywords or phrases.