Monitoring your brand is an opportunity to learn more about how you and others are projecting your brand and how it’s being perceived. What's being said? Is it mostly positive or negative? What do people like about your company? What don’t they like? Are opinions changing over time? What kind of information are you sending? Is it positive? Is it consistent? Is it on message?
However, more than monitoring, measuring this activity is the key to your success. Aside from collecting and tracking this information on your own there are some great tools for measuring this stream of collected data such as:
Clicky is a powerful, but simple tool for measuring traffic, conversions, activity, etc. on your web page or blog. They also have some great tools for measuring Twitter activity.
Google Analytics is perhaps the most popular and most powerful free tool for measuring traffic, conversions, activity, etc. on your web page or blog. There are some more sophisticated tools out there but this one is great to get started with…and it's free.
Twitter Grader is a tool that grades your Twitter account by the amount of followers you have, the ratio of followers to following, and the reach of those whom you follow, as well as your tweeting “velocity.” It sounds strange but encourages you to use Twitter more and in different ways.
Twitalyzer is a Twitter measurement tool for measuring your Twitter influence. It tracks your velocity, generosity, and popularity. Be warned, it's harsh.
Now that you’re present, participating, monitoring and measuring it’s time to act on what you know. What is the market telling you? Are your prices too high? Is your product delivering on its promise? Do people love you more than you ever imagined?
If the latter – then by all means, carry on. If, however, the feedback you received is not what you wanted or expected how are you going to correct and change? If you get all of this data and participate in all of these conversations but do nothing with the information then obviously you have a lot of time on your hands to burn.
In today's business environment you no longer have complete control over your brand. Fortunately, however, you have tips and tools such as all I have mentioned in this series to help you adjust and improve your products and services, and ultimately your entire brand image. There are many resources, tools and additional information available on this topic. Anvil Media is a SEO/SEM company that supplies a wealth of information on the subject. I encourage you to read and learn more.