Do you know what people are saying about you online? Media monitoring helps brands be more informed about public perception, customer satisfaction, and brand image. Companies that are actively engaged with their online presence are able to have greater control over their image. In turn, this helps them avoid negative press, build trust with their audience, and drive more sales while strenghtening bonds with consumers.
Below are three of the top proven benefits of companies that actively track their online presence through media monitoring and social listening.
Higher Engagement Levels
Companies that know what their audience is saying about them online have a much easier time creating content that drives engagement. For example, if you find that many people are discussing a particular product, then you can create content about it, highlight benefits, and fuel interest.
At the same time, companies that know how to tactfully address negative commentary online can increase their brand awareness, authority, and credibility. All of these lead to greater engagement from both the target audience and the existing consumer base.
Another way that online tracking improves engagement is that it offers free opportunities to engage in conversations. Too many businesses take a backward approach to community building by waiting for customers to come to them.
Instead, go where the conversation is. This means actively listening online, seeking out company or product mentions, and responding to keep a conversation going. Rather than leave people to shout into the digital void, you can respond to their feedback even when they don’t tag your brand.
Enhanced Reputation Management
Reputation management is an ongoing effort, not a reactive strategy. Companies that track their online presence can detect potential signs before they have a chance to spiral out of control. Performing damage control is equally important, such as when someone says something negative about a product or service on social media.
Tracking your online presence gives your marketing team the chance to swoop in with an empathetic, helpful comment that ultimately turns the negative feedback into a positive customer interaction. This is free marketing that will ultimately make your brand look more credible and trustworthy to potential consumers who come across the engagement later.
Data-Driven Decisions
The final major benefit of monitoring a brand’s online presence is the increased ability to make more data-informed decisions. The data you gather, such as average brand mentions, positive or negative sentiment, and net promoter score (NPS) can help your company better assess its marketing needs. Furthermore, understanding your online presence allows your team to set more strategic marketing objectives and tie them to meaningful key performance indicators (KPIs) that will push your organization forward.
Tracking online presence isn’t complicated thanks to AI and media monitoring software. Leveraging these automated tools will help organizations become more informed about their audience and make better marketing decisions. By leaning into the conversation and staying on top of online engagement, companies can develop a strong online presence that encourages their audience to interact and drives more traffic through personalized customer journeys.