To effectively manage your online reputation, you need to be aware of what users are saying about you online. And efficiency is important here. The sooner you learn about a change in the audience’s mood, the faster you can take the necessary actions. Therefore, you need to learn about new mentions as quickly as possible. Ideally, day after day.
If there are few comments and reviews, then such an audit can be performed manually. However, as your popularity increases and your presence on the market expands, it is better to think about automating the collection of reputation factors. Mention monitoring systems will help with this. Such tools can not only quickly find new reviews and comments about you, but also significantly facilitate the analysis of such information. There are many such programs available today – but, as they say, not all of them are equally useful. We have compiled for you a small top of mention monitoring systems, the effectiveness of which we are confident in.
To track mentions
Before we move on to the services themselves, let’s briefly recall why brands need well-established monitoring of mentions:
- Quick detection of negativity
Remember that negative reviews are not just recent mobile phone number data information noise, they can cause your company very serious damage. You can promise a lot in advertising, but comments from dissatisfied customers are often more trustworthy. In addition, negativity can appear on a variety of platforms – and therefore get very wide coverage. In such a situation, the speed of reaction is very important. The faster you identify the negativity and start working on it, the less chance it will harm you.
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Protection against fake comments
No business is protected from the machinations of competitors, including defamatory posts and fake reviews. So, even if you are doing well, this does not guarantee that you will not be slandered on the Internet. It is possible that false negativity will go viral – then your reputation can suffer seriously. And unscrupulous competitors can start to answer for you from fake accounts, write fake posts, etc. In general, there are many options. And you need to respond quickly to any of them. Again, automated SERM monitoring systems will help with this.
- Optimizing the strategy of interaction with target audience
Monitoring mentions is the key to analyzing the gambler data effectiveness of your presence on different content platforms. It also helps you find new promising channels and filter out ineffective ones. Specialized monitoring systems can significantly facilitate such work; they can be used to search for new audience segments, activate the flow of reviews, etc.
- Analysis of current trends and competitors’ actions
In automatic mode, you can monitor mentions not only of yourself, but also of your competitors, as well as monitor their content activity, find their weak points. And use all this to build your own strong reputation strategy.
- Providing feedback to users
People can write about you on social networks, forums, blogs, and many other places. That is, you shouldn’t hope that reviews and comments will accumulate on platforms under your control. In most cases, mentions are created on the side. And they need not only to be found, but also processed. If you collect new reviews and comments automatically, then it will be easier to give feedback.
What is especially nice is that collecting reviews and comments can be automated. There are many tools available for this. We have prepared for you an overview of top expert-level solutions, the functionality of which is sufficient to cover almost any need for tracking mentions.
SCAN-Interfax
This system was developed by specialists of the it is important to invest in organizing processes Interfax news agency, the largest information group in the CIS. That is, SCAN already takes into account the peculiarities of the information space in its idea, hence the high efficiency of monitoring. With the help of this system, it is possible to monitor more than 70 thousand channels in real time:
- Media
- Social networks
- Blog platforms
- Forums
- Geoservices
- Review sites
That is, literally all sites where they can write about you, your competitors or other topics of interest. Based on the collected material, SCAN builds detailed and understandable reports – including with good visualization.
With the help of SCAN-Interfax, brands can analyze their visibility and density of presence in the information field, determine their connection with other objects and topics, and identify news items of different tones.
You can familiarize yourself with the capabilities of the SCAN system during the free trial period – Interfax specialists customize the system individually to meet the customer’s needs.
Cribrum.Pro
The creators of this service are the Ashmanov and Partners group, one of the leaders and founders of the Russian Internet marketing market. As the company says, Cribrum.Pro monitors the entire Russian-language information space on the global web. This is over 445 million accounts in social media and over 70 thousand sites. Including those working for the audience of ex-Soviet countries and the Eastern European direction.
This service also has a light version — Cribrum.Public Search. It works only with texts, provides fewer functions, for example, there is no mobile access. The customization options are also noticeably smaller. If Cribrum.Pro is oriented towards large companies, then Cribrum Public Search is a tool more for small businesses.
To understand which system will be more convenient in the context of your work, you can request test access and try both on combat missions.
Medialogy
Medialogy is a social media and mass media analysis system developed by the company of the same name. The service has enough capacity to process up to 100 million information sources daily. In real time, it monitors about 200 thousand sites and over 2 million accounts in social networks. And not only in RuNet, but also in foreign Internet spaces – in total, the Medialogy database contains resources from almost 170 countries. Moreover, this service can work with closed sites. And even with non-network media.
Medialogy is able to find fresh mentions within 2 minutes of their publication. And not only find, but also evaluate the tone, segment by coverage, socio-demographic indicators, etc. As a result, the user receives a comprehensive report, which is a ready-made base for further work.
The main audience of Medialogy is large businesses; this service is not very focused on the tasks of small companies. You can try it out in action during the trial period.
Brand Analytics
One of the most popular tools in its segment, valued for its accuracy and flexibility of adaptation to user tasks. With Brand Analytics, you will get access to monitoring a huge database, including sites from 12 countries. These are mainly online media and social networks, but this service also works well with other types of sites. The formats of the analyzed information are also different: text, images, video content. And even check-ins. The quality and speed of Brand Analytics are constantly improving – in particular, neural network analysis algorithms are being actively introduced.
The information is analyzed by internal algorithms and provided to the user in the form of a structured, convenient report. It reflects a full set of metadata about the authors of reviews, tonality, subject matter, and coverage. If necessary, the service converts reports into tables and graphs.
You can also evaluate the capabilities of Brand Analytics during the free trial period.
The functionality is the same – or not?
It may seem that all the services reviewed have the same functions. And almost copy each other. Indeed, the main functionality, as well as the purpose, are similar for these systems. But they are not the same.
Significant differences are hidden in additional functions. Those that help adapt the service to specific tasks. In addition, the interfaces also differ, which is important for ease of use. Therefore, you need to choose a mention monitoring system in practice, having tried different options in real conditions. For this, each of the tools we reviewed offers test access.
Let’s sum it up
To effectively manage your brand reputation in search results, you need to be aware of what users are writing about you. The faster you receive information about fresh mentions, the better. This way, you can prevent negativity from increasing your reach, repel reputational attacks from competitors, improve interaction with your audience, and at the same time be aware of the activities of other brands in your niche.
It is important to monitor new mentions on a regular basis – at least once a day. To prevent this work from taking up too many resources, it is worth automating it. A wide range of tools from a variety of developers is offered for this purpose.