Listen Up! Tracking software and services can alert you to what customers are saying about your business on social networks, blogs, and other social media. These tracking techniques offer steps beyond Google Alerts to keep you informed.
A few weeks ago, a Twitter user tweeted that she was planning to try Zitune, a restaurant in Los Altos, Calif. David Auerbach, the restaurant’s co-owner got an e-mail alert from a Web-based service Trackle, calling his attention to the tweet. As he often does, he sent a response thanking her for visiting Zitune and asking how she’d liked it. Soon, they had a dialogue going. Then she asked if Zitune’s chef (and Auerbach’s brother-in-law) would like to be interviewed for her video blog.
As social networking sites grow in popularity it is becoming more and more crucial to monitor any online mentions of your brand. You can use these methods to take advantage of opportunities to connect with satisfied clients who can become advocates for your services and products (as in the above example). You can also connect with clients who are dissatisfied before negative publicity grows and damages the public’s perception of your brand. An excellent example of why this can be valuable is the massive amount of bad buzz and negative publicity caused by United Airline’s handling of one angry customer’s request for replacement of a broken guitar (story HERE).
The method you choose to monitor mentions of your company is less important than having a system in place that ensures you are aware of it when your company is being discussed online.