Monitoring Your Reputation
Last time I wrote about how I stay on top of industry and other relevant news, and I promised to talk about how I keep tabs on what’s being said about the brands I work for.
The gold standard used to be Google Alerts. In true Google style, there’s a simple interface where you type in the keywords you care about (your brand, your name maybe, a region or varietal you are interested in, your competitor's brand, etc.) and then choose whether to have the results emailed to you daily or weekly. Sadly, since the explosion of user-generated content, Google Alerts has struggled to keep up and is now significantly less useful. I still use it, however, as it helps deliver a baseline.
Each of the social networks offers a way to search their own data. For example, there's Twitter Search. This used to be a separate product called Summize, but was acquired by Twitter a year ago. The service is still not well-integrated into Twitter.
Recently, the tracking and monitoring space has exploded and there are lots of choices that each offer a single way to track what is being said about your brand across multiple channels (web, Twitter, Facebook, blogs, etc). These range in price from free to several thousand dollars per year. I think that the free services are sufficient for those starting out, and fine for the majority of wineries and wine brands.
Social Mention, which is built on Yahoo’s Search Engine, is my favorite both for its simplicity and for its depth. The web interface is simple, there are some basic analytics, it allows you to receive email alerts, and importantly, it’s free.
July 24th, 2010 - 14:29
Cruvee is a great tool too, designed for the wine industry
July 24th, 2010 - 16:52
Thanks for the tip. I tried Social Mention and will continue to use it. Funny how they calculate “negative” mentions. We had five – one was a movie we hosted that was about a “dysfunctional family,” the second about someone who rode “crazy” hills to get to our place, and three about our goats who eat lunch leftovers from our guests. None of these are actually negative to my/our reputation but they do appear as “negative” mentions. Thanks for another insightful post.
July 24th, 2010 - 17:00
Google has another tool that might be useful. Go into “News” and do a search for whatever you’re looking for. On the results page scroll to the bottom and click “RSS”. This will let you capture any new results using the same search as an RSS feed, which can be viewed with Google Reader (or probably any other similar tool). Google will then keep you updated on the subject of interest, but the interface is not as cumbersome as email, and the results can be scanned pretty easily, either in a simple list or expanded format.
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August 2nd, 2010 - 14:59
Pierrick – agreed, and I almost mentioned them, but for space reasons limited my discussion to free tools.
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