Media Monitoring and Brand Reputation Management

Hyperlocal is highly specific, geographically targeted, and comprehensive. With the advent of smartphone usage, and “Google’-ing nigh on everything, “near me” searches have risen. People use these searches to leverage their buying power to find a particular type of business. In fact, users expect hyperlocal searches to take priority over wider searches and expect Google to take location in to account when showing results. Media monitoring costumers should expect nothing less, yet they settle with expensive services and providers that do not offer hyperlocal focus. This is fine if they are looking for an overall sentiment or do not mind inaccurate results, or are looking for a particular type of broad monitoring. But this is the exception and not the rule. Budgets for monitoring are often the first to go when cuts arise in an organization, so the need for accurate and complete content is paramount. However, those larger media monitoring outlets and SaaS companies offer incomplete, unrefined, and inaccurate coverage, missing simple articles that even Google Alerts could pick up. This makes the analytics functionality offered by these companies useless as it is not providing hyperlocal, comprehensive coverage… because they just don’t have access to it. They have no way to overcome online news paywalls and often their sentiment value algorithm is off, once again, because they do not have access to all the information. They will inundate you with “bleeding edge” technology, features, and filters to mask just how little actual coverage they provide, but it will never match the depths of hyperlocal coverage. 2 www.newzgroup.com In that vein, social media listening is important to react in real time to customers that may be dissatisfied with your brand or product, and the more expedient your response; the more a mutually satisfactory resolution can be reached. Since social media is public and seemingly lives forever, try to take the conversation private, as the adage goes “Never argue with a fool, onlookers may not be able to tell the difference.” and nothing is gained engaging in an open argument with a customer on the internet. Customer testimonials are another fantastic way to maintain a positive brand reputation. Hopefully the customers you have really like what you are doing, and would be more than happy to share the success you have helped them achieve. They could guest post on your company’s blog, write up a little blurb you can put on your website or social media and so much more. People in the realm of your brand will take note of this when making purchasing decisions in the future, no one wants to feel left out, and if your brand is providing a compelling enough service that other people are excited about, what’s not to love? Newzroom, from Newz Group, is a digital platform that provides graphical visualizations, sentiment analysis, and a lot more to chart the media landscape and provide the insights you need to make informed decisions and manage your brand’s reputation. With the knowledge you gain, analyze perceptions and activity around your brand, change the message, and turn conversations into customers. from Page 1 Hyperlocal from Page 1 Monitoring