There are a multitude of sites where consumers can comunicate their extreme happiness about you, your product, your service or express their utter disgust and disappointment. With Twitter, Facebook, blogs, forums, Yelp, Pissedconsumer and many others, consumers can build your business up or shut your doors down. Unanswered complaints or questions about a product for instance can turn potential clients away or disappoint a company's loyal fan or avangelist.
More and more companies are using tools to not only monitor what is being said about them online but also to gather information about the competition, the industry, related products and services. It is not just about defending your product or company but it could help create new opportunities. These tools tell you where your audience is and that is the starting point for engagement.
The most basic of these tools is Google Alerts, which is free to use and sends you an email when a keyword you select appears on the internet in an online discussion. It will tell you what was said, who said it and give you a link to go to for the comment. If you have many keywords, many brands, many retail stores to keep track of, then you will be better off with a more sophisticated service which provides more detailed information including the influencers of your brand or product. These can tell you whether a comment is negative, positive and which needs to be addressed. The following are some of the more sophisticated tools companies are using in social media marketing monitoring:
Viralheat
Trackur
Radian6
Visible Technologies
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