Buzz monitoring can help you detect possible critical issues immediately, by tapping into what people have to say about your product. It's essential to keep an eye on every online channel that your name might have been mentioned in.
Blog posts and blog comments, social networks, microblogging services, forums, mainstream news, photos and videos, tags and bookmarks, conversations - they are all important and you shouldn't miss on any of them. To prevent not being notified about talks happening around the web, monitor, monitor, and then monitor again.
Whether you're about to launch a buzz marketing campaign and you need data to understand the hype around your product, or you just need to measure the effects of previous activities, you can stay on course by measuring the buzz. Some possible benefits that come into mind are:
- Something might go wrong and people you target may not respond the way you expected, or even backlash your whole initiative - be there and react to that, it can actually turn your campaign around.
Here' are 2 examples of what can happen wrong - and they had it coming:
- You can reach more influencers than the ones you initially started with - enage them and get more coverage than you expected.
Quick example: in uberVU, you can filter mentions by number of followers, so you can engage those users that really have a high reach.
- By getting the pulse of the campaign, you can improve your actions to meet fans' expectations - even if you're not getting negative feedback, why not get even better results by simply listening to people and their suggestions?
There are lot of helpful insights you can gain from buzz monitoring, beginning with the way your brand is perceived and what your competitors do better. Marketing and communications strategies will be more efficient once you have identified customers' response, brand positioning and product demand.
Imagine it like doing an extensive market research that will get you the influencers you need for your message to be promoted, instill future product developments, obtain reactions in real-time - and you don't even have to get out of the office. :)
Have you had any experiences concerning buzz monitoring? Any cool finding that helped your campaign?