Content Monitoring vs Brand Monitoring
A few weeks back I published an article on LinkedIn (updated here last week) asking people to stop monitoring for brand mentions. Clearly, I don’t want you to stop. You need to pay attention to what others are saying about you, when they’re saying it and where. More importantly, you need to be aware that conversations are taking place about you and your brand yet many of them never mention your name. Brand monitoring is only one aspect of your brand reputation management efforts. If you aren’t monitoring for content mentions, you’re missing a critical component.
In my LinkedIn post, I pointed out the need for monitoring your content as a tool to catch theft and plagiarism. I routinely monitor for phrases, keywords and article titles as well as my name, ‘Tactical Social Media’ and my branded hashtag #BeTactical. As a result, I caught an outright case of unauthorized use of my content and was able to take down the blog post and shares on Facebook, Twitter, and Google+. Since neither I nor my brand was mentioned in the post, content monitoring was the ONLY way I could have found it.
Content monitoring goes a step further, however than just catching theft.
Why You Should Be Monitoring For Content in Social Media
Content Monitoring – Insights and Opportunities
Insights: If you’re content monitoring, you gain valuable insights into what content is being shared. Content monitoring, combined with Google Analytics and social sharing metrics, provides a very clear picture of what content is best received, where it’s shared from (I contribute to a number of sites), where it’s being shared to, what’s driving viewers back and what other’s are saying about it.
With content monitoring, I know exactly what content to write on for future articles (though I still like to write as much on what I feel is important), what points to explore further and even if I need to rethink some of my ideas. Insights gained help me tailor what I write based on the audience of a particular site or social channel.
Opportunities: As I said earlier, not everyone will mention or tag you or your brand when sharing your articles. Content monitoring prevents lost opportunities. The fact that someone is shared your content is important. They read it and liked what you had to say enough to pass it into their audience. You want to leverage that fact. You already have their attention. You want to keep it. One of the best ways to do that is simply acknowledging them. That’s hard to do if you don’t know they’ve shared or interacted with it in the first place.
While I would have caught shares of my article this morning even if I wasn’t content monitoring. (It did hit for my brand as well as the blog title (‘Leveraging Facebook Authorship’), the only reason for that happening was due to an anomaly. For this article, I included the brand name as part of the title for SEO purposes. I normally do not as character length is limited. What I would have lost missing this?
My article was initially shared twice on Twitter, once by Jose Javier Garde and once by Personal Branding, then reshared 5 more times. In the end, the first share by Jose Javier Garde was favorited 12 times and ReTweeted 6 times. That’s great exposure for my content.
I was able to favorite each of the initial shares and Tweet out a couple of ‘thank yous’. While not saying ‘thank you’ isn’t necessarily being unsocial or unappreciative – the fact is most don’t – doing so makes you stand out. Jose knows I appreciated his sharing my content. That makes him more likely to follow my blog, get on my mailing list, follow my social profiles and share my content in the future. That’s a huge relationship building opportunity as well as future visibility.
That simple thank you to Jose, however, actually generated some great exposure of its own. It was favorited 9 times and ReTweeted 4 times! Content monitoring generated some phenomenal visibility and huge relationship building opportunities.
In this case, and in several others I catch daily, while there is a huge upside to knowing my content had been reshared, not knowing wouldn’t have hurt me…at least financially. But what if the content shared was preceded by something negative? What if someone had tweeted a link to my content and stated the ‘author clearly doesn’t get social media’?
While I firmly believe you should respond to all interactions on your content (if they took the time to interact, the least you can do is acknowledge it), not responding to negative posts/reviews leaves your reputation at risk.
If you’re not content monitoring, why not?