Sony experienced it when hackers intercepted confidential emails from their executive team. Banks suffer it any time their ATM systems go down. And it’s happening right now to Protein World with the #eachbodysready backlash against their posters on London’s underground network. What is it? Brand health coming under fire on social media.
It’s not all bad news though. Social media can have a positive impact on brand health, being used to increase organizations’ increase share of voice, monitor opinion towards a brand and understand conversations around competitive comparisons.
The question is this. How can companies monitor their brand health when consumers are discussing these brand experiences—good and bad—across so many diverse data sources? They certainly don’t have the time to wait for lagging indicators of customer satisfaction, like commissioning traditional market research data or canvassing customers.
Applying social insights to a brand can add richness to market research efforts, help prevent or mitigate crisis and uncover threats and opportunities. The DataSift platform enables you to build applications to monitor what customers are thinking and saying about a company, competitors and industry across a wide range of human data sources.
Consider the influence of these sources on helping your clients monitoring brand health:
- Bitly: By analyzing the real-time click-stream of Bitly links, you can identify the reach of a shortened link as it spreads across multiple social networks, blogs and web mentions. This is a great way to track if an issue is going viral.
- Blogs: : Tapping into real-time and historic conversations on blogging platforms like WordPress and Tumblr helps you understand highly engaged communities of bloggers centered around live events, TV shows, brands and products: the first signals about the bending iPhone 6 began on technology blogs, for example.
- News sources: Early identification is vital to crisis management. Crises frequently originate on traditional news channels captured via LexisNexis and NewsCred and are then picked up and amplified over time through social engagement
- Discussions: Many valuable conversations about brands, products and competitive comparisons take place in the forums on message boards, as well as in comments sections powered by Disqus and IntenseDebate.
- Edgar Online: With EDGAR Online’s SEC filings, you can help your clients monitor major corporate events in any industry from an authoritative perspective.
Two.42.solutions has put this brand monitoring into action. The company partnered with DataSift to build its own monitoring platform and measure conversations—including about brand health—across online, broadcast and print media sources. Two.42.solutions tap into the richness of Big Data and human intelligence to give clients the most complete understanding of what people are reading, hearing, seeing and saying about the brands they care most about.
Contact DataSift today to learn how additional data sources can help your organization surface more insight into the brand health of your clients.