Brand Mentions are instances when a company or brand is mentioned online, usually on social media or in a blog post, website article or other piece of content. Mentions are usually in the context of complaints, reviews, happy customer conversations, and expert opinion articles or educational content.
There are three basic kinds of online monitoring: web mentions, social media mentions and customer reviews.
Most software solutions handle one or two of these, and I’m unaware of ANY that handle all three.
Social media mentions can be tagged, where the mention is deliberately linked to the brand’s social media page or profile–or untagged without use of an at symbol or hashtag. Most brands do not monitor or respond to untagged mentions.
Why we love brand mentions
Brand mentions are a fantastic way to watch for editorial placements, if you are a PR professional. They typically catch blog posts and articles, which is useful for monitoring and engaging with comments. It’s also an essential customer service tool, since social media mentions are a powerful way to monitor reputation and customer service.
The tricky part:
- Web mentions and social media mentions are not always available in a single software dashboard, so it’s important to understand what you are purchasing.
- Customer reviews are typically available only with reputation monitoring software, which is different than reputation management services. Mention software does not monitor customer review websites.
- Social media mentions are usually monitored in social listening and social management dashboard solutions, but social media management solutions do not monitor UNTAGGED mentions.
My preferred free tools for monitoring brand mentions are Google Alerts (websites/blogs) and Mention.com (website/blogs and social media tagged/untagged). My favorite social media management platform is currently HootSuite, but I rely on it to manage multiple social media platforms from a single dashboard and tagged mentions (only). HootSuite does not track untagged brand mentions.