Pumpkin Spiced Lattes in the Fall. Football on Sundays. The latest award show happenings.

These are all trends and conversations that companies find themselves joining, solely because they have such widespread popularity. But what about more relevant conversations? How do you find mentions of your company in a local newspaper, tweets relevant to your product category or a forum of customers comparing your product versus your competitors’?

I bet you’re all ears now!

The answer? Media monitoring. Learn how you can uncover mentions of your company, your competition and your industry with the help of the right tools and strategic searches.

Listen in on your competition.

You’ve always kept an eye on your competition. In the classroom, on the field or at the office, there’s always that one person you’ve got your eye on. It’s the same case when it comes to your company’s competition.

On average, shoppers visit a minimum of 3 companies’ websites or social media accounts before making a purchase. Do you have a clear picture of what you’re up against when it comes to your competition?

Competitors

Search for mentions of your competitors and events like a new product launch, and get alerts in real-time. You’ll be the first to know when something happens that will affect the competitive landscape rather than learning about it after it’s impacted your business.

What’s all the talk at the water cooler?

It’s easy to spot a prospective customer in your store: It’s anyone who walked through the front door. They’re wandering up and down the aisles, picking up items to get a closer look and asking your sales associates to learn more.

But how do you spot prospective customers online?

Uncover posts and comments that show intent to purchase even if someone doesn’t flat out mention your product or tag your social media account in the post. When someone begins with “Can someone recommend” or “I’m in the market for a new” phrases related to one of your product lines, they’re probably shopping around.

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Once you overhear some of these conversations, take a look at where they’re happening. Discover spaces where your customers are spending time. Where is the discussion happening? On specific social media channels? In a forum? In the comments section of a specific news outlet?

You can then make marketing decisions based on this. You may decide to create an account on a new social media platform on which there’s a lot of conversation happening about your industry. Or, you may come up with a new strategy for a channel you’re already populating. But it all starts with listening in.

Thinking about what else to include in your social media strategy? Check out our recommendations for trends to watch in 2016.

Play whisper down the alley.

67% of shoppers say they often seek out family and friends’ recommendations online through platforms like Facebook before making a purchase. Positive reviews of your product go a long way. But are you aware of and acknowledging all of the “thumbs up” you receive?

Monitoring mentions of your company and your products lets you do just that. You no longer need a happy customer to leave a comment on your website, tag you in their post or use a branded hashtag to hear their kind words.

You may even find fans of your company who have some status. This doesn’t necessarily mean they’re a Kardashian with millions of Instagram followers. They could be a tech blogger who receives a few thousand hits to their site each day or a restaurant reviewer with a few hundred engaged Twitter followers.

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Listen in, and you may be able to develop potential partnerships with brand advocates who can help you reach a new audience that’s ready to stop, look and listen.

Media monitoring helps companies to avoid surprises and stay ahead of the game. Ultimately, which conversations and trends you choose to monitor, and the business decisions you make with the information you find, comes down to the company’s goals and objectives, as with all other marketing efforts. But first, listen up!

Need an extra pair of ears? We’re good listeners at Liquid.

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Emily Massaro

About Emily Massaro

Emily is a Digital Marketing Strategist at Liquid, working with internal teams to build comprehensive digital marketing strategies for our clients. Main areas of focus for Emily include media monitoring, social media strategy, and email marketing. Emily also manages the Digital Marketing Department’s internship program – giving tomorrow’s experts their first taste of agency life.

Published Jan 19, 2016