Social Media Monitoring Tools

Discovering what consumers are saying about a brand, their products, their services, or even their competitors, is becoming ever more important in what we do.

Social Media conversations are the fastest growing segment of the web – with more than 1 million new articles posted on a variety of sites and communities every day.

People are talking about brands, products, services, and people. Moreover with today’s digital communication tools they are publishing their thoughts to a worldwide audience. They write on blogs and in online communities, and they share pictures and videos on popular sites. Paying attention to these online conversations is a new imperative for anyone who cares about a brand’s reputation.

As more consumers turn to "peer-to-peer" web communications as their trusted source of news, information, and opinions, this growing phenomenon is creating a new generation of "brand influencers" who are collectively altering perceptions and purchase decisions.

Brands need to connect with consumers online and participate in ongoing social media dialogue about their products and services, so to be successful we need to understand the landscape of social media, including the most important sites, communities, and the most influential consumers.

Although there are several fee-based buzz monitoring services available, I have compiled a list of free, simple to use, but extremely valuable social media monitoring tools and techniques that will allow you to keep track of a brand’s reputation, or even spy on the competition.

All of these tools are very powerful methods for gaining information and intelligence, and uncovering what people are saying online about our clients and their competitors, all of which can help us produce more insightful work for our clients.


The Full Service
You don’t have to be a developer in order to create your own custom buzz monitoring tool. Thanks to Yahoo Pipes, you can quickly set up your own RSS tracking, complete with filters, for anything you want.

Search Queries

Using Google is the easiest way to find out the overall impression of a brand online. You can start off by simply making sure a site even appears in search results. Then you can get a little more clever by trying queries such as “[brand X] sucks”, “I love [brand X]”, “[brand X] is horrible”, etc.

Keyword Alerts

You can keep track of the latest buzz via email using Google Alerts, which lets you track web, blogs, news and groups for any phrase you want. Select “daily”, “weekly” or “as it happens” updates and you’ll get an email whenever a particular keyword(s) that you select is mentioned. You can create several alerts for things such as brand name, product name, etc., and even for terms to monitor negative comments.

Search Query Trends
What search queries are popular on Google right now? Thanks to Google Trends you can get an idea of which keywords are most searched for. You can narrow your research to specific countries or cities – letting you know if a product has global or local appeal.

Industry News

If you simply don’t have time to track everything that specifically relates to a brand, or it’s competition, you can still track news that relates to its industry. Moreover and Yahoo are just a couple of resources that offer RSS feeds for aggregated industry news.

Mainstream News

One of the best ways to track mainstream media mentions of a brand is to use Google News. Enter the brand name, sort the results by date published, and then subscribe to the RSS feed. You’ll get instant RSS updates of any news items that mention the brand.

News Buzz

It’s one thing to track any news that relates to a business, but if you just want to know about the news that becomes popular then sites such as Digg and Reddit will let you search for submitted stories that match a company name. Subscribe to the resulting RSS feed and you’ll know about any story that mentions the company – or their rivals.

Real Time Buzz
Serph is a very valuable tool that tracks keywords or phrases in real time. Serph doesn’t just look at search results it looks at all the available online information out there and it does so in real time. If you want to get a good snapshot for a particular term or phrase then Serph is the way to do it.

Social Media News

By the time a hot news story gets picked-up by the mainstream media, it could have made the rounds for days in the blogosphere. Technorati is one of the best options for tracking social media sites. Custom RSS feeds let you get quick updates on any blog that utters a brand’s name.

Blog Posts

If a blog happens to ‘ping’ the blogosphere, the chances are that it will get on Google Blog Search. Even if the blog isn’t in Google news, or doesn’t make the main Google index, Google Blog Search might still find that story that mentions a recent product launch. You can get alerts to matching stories via email or RSS.

Blog Comments

Sometimes tracking a blog post doesn’t reveal the full conversation about a brand. The blog post might be positive, but those leaving comments could still attack its reputation. Services such as co.mments.com track the comments left on blogs. You can search for a brand and subscribe to the RSS feed for instant updates.

Blog Conversations

A negative blog post appears on a low-trafficked blog and there are no comments to track. End of story? Not quite, what if a very popular blogger picks up on the story? It could spread very quickly. Blogpulse’s conversation tracker helps you track who’s linking to that blog post about a brand.

Blog Trends

How well is a competitor’s new product launch going? Blogpulse trends lets you track whether a keyword is getting growing blog mentions or not.

Tags

Wouldn’t it be great if you could enter a keyword and see who used that word as a “tag”? How much better would it be if you could see matching tags across more than a dozen sites? Keotag.com does just that, making it easy for you to track if someone tags a page using a brand or product name.

Brand Tags

The basic idea of brand tags is that a brand exists entirely in people's heads, therefore, whatever they say a brand is, the brand is. Brand tags is a collective experiment in brand perception in which all the tags are generated by people so you can see what people actually think a brand is.

Forum Posts

Sometimes the most important conversations don’t happen on blogs. Forums and message boards can host conversations about a brand and you’d never know about it. Sites such as Boardtracker.com keep an eye on popular forums and alert you by RSS if a company is mentioned in a thread.

Consumer Complaints

Ripoff Report is a worldwide consumer reporting website and publication, by consumers, for consumers, to file and document complaints about companies or individuals.

Keyword Referrals

Sure you could probably take an educated guess as to which sites might get the most traffic for a particular keyword, but it’s more useful to actually spy on the competitors. Compete’s Search Analytics allows you to enter a keyword and see which websites are getting traffic for that keyword.

Site Referrals

Maybe you’re not sure which keywords you should target for an SEM campaign. Compete’s Search Analytics will also let you enter any domain name and see which keywords are driving traffic to that site, so you can see which keywords competitors are targeting.

Bookmarks

Remember the days when customers would bookmark a site and you would never knew about it? Thanks to online bookmarking services such as del.icio.us more people are sharing their bookmarks online. RSS feeds make it easy to track whenever someone bookmarks a web page that includes mention of a company.

Twitter Search

Twitter search is a great way to find out what people on twitter are talking about. Twitter search is a search engine for twitter and it’s an extremely valuable twitter monitoring tool. You can see what people are saying about a brand or a particular topic.

Photos

Did an employee release a photo of a new product? Did someone snap a photo of the MD leaving a strip-club? The chances are that they might upload it to image hosting sites such as Flickr. You can subscribe to an RSS feed that will update you on any new image that matches a company or product name.

Videos

Google Video recently switched focus to index videos from many online hosting sites (such as YouTube and MetaCafe). Now you can keep track of videos that include brand names.

Changing Information

Wikipedia is one of the most trusted resources for information on the web. You might be interested in any updates to a company profile, or maybe if your competitor is trying to remove links to a website. Fortunately you can track change history for any Wikipedia page by clicking on the “history” tab and have the changes sent to your RSS reader.

Job Listings

If a competitor wants to start a new service or launch a new product, the chances are they’ll need to hire new staff to achieve this. Classifieds search engine Oodle scours many online job listings and aggregates the information in a central location. Set up RSS feeds for searches on competitors and you’ll know whenever they list a vacant position.

Financial Filings
You can get a good feel for the financial health of publicly-traded companies by keeping a close eye on their SEC filings. Use Edgar Online to see if they are subject to an SEC investigation or if they are dumping stock!

Conference Calls

Sometimes you can learn competitive information by listening to a company’s conference calls. SeekingAlpha lets you subscribe to an RSS feed of conference call transcripts. Open up the transcript and you can quickly get a snapshot of their financial health, or new product launch.

Patents

Keeping track of patent filings was notoriously difficult before Google Patent Search came along. Now you can keep any eye on patents filed that relate to your industry, or even ones that might violate company held patents.

Events

Yahoo’s Upcoming lets you get RSS alerts on any new event that matches selected keyword. You can keep track of conferences that you might want to attend, or sponsor. In addition, you can keep track of seminars or meetings being held by competitors.

New Products

Say you want to get some ideas of products that might be hot right now. The community tagging section in Amazon.com lets you view product “tags”, and then review similar tags. You can use this to get an idea of companion products.