Monitoring keywords across different social media platforms including Twitter and the blogosphere, is one of the best ways to gauge how your brand is perceived. You have those who we’d call ‘key influencers‘, and of course other ordinary consumers. Key influencers are, in PR land, perceived as the most important group to get your brand in front of. These are the people in the eye of any particular social storm, be it a group of friends or a group on a social network, who pass on their knowledge of a particular topic to those around them, whether they offer it, or it is asked for.
‘Why is it important to get a brand in front of key influencers?’, I hear you shout. They will be knowledgeable about a certain subject and will give your brand credibility if they think it is worthwhile. This of course will translate into sales for your client. But how do you know if these guys are liking your product? You can go and ask them, get thier opinion and engage in a dialogue that will be beneficial for both you and them. BUT, how do you find key influencers to talk with in the first place? it can be tricky, and you don’t want to spend your time looking for five people when really you want to know what the other 50,000 people think.
This is where the likes of Twitter can come in handy for your brand. You can follow specific key words, such as your brand name using a variety of different tools, of which Twitter has many. You are then able to see what people are saying about your brand in their tweets.
Here are some of the better free tools to have a look at, some are for Twitter, others are not:
Now the wonderful thing is that although these don’t distinguish who your key influencers are – they tell you what consumers are actually using your client’s product think of it or them. Why is this important? It allows you to engage in conversation with the people providing the revenue that your client craves, and crucially, the people that aren’t.
The next step on from this is to monitor what is being said about your competitors and the compare these conversations, to give you an opportunity to position your client in a way that will make them stand out from their potentially crowded market place.