In short: Keyword searches for your brands will miss some quality advocates
There’s a lot of talk in marketing and Social Media circles about ‘building brand evangelists’, and all that is well and good (and covered in-depth in infinite permutations on other and better blogs than mine. What may not be covered as much is how best to suggest and yes even help to control the language that your newfound brand advocates use to spread the gospel of your fantastic product or service.
What it boils down to is this:
I tell people about you how I want, not how you want. Therefore, your monitoring will always be incomplete.
A great example of this happened to me awhile back, when a friend @megfowler posted a twitter update complaining that she goes through lots and lots of earbuds. I’ve been a fan of my Etymotic ER6s for year now (both their product and their customer service have impressed me in the 5-6 years I have been using them.
My response (and recommendation) on twitter, however, looked like this:
You’ll notice, quite unintentionally, that my post did not mention Etymotic, the ER6, or etymotic.com. Now, the bit.ly link happens in this case to go to etymotic’s site, but it could’ve just as easily gone to Amazon or J&R or a random blog post on the topic.
If you’re not using an in-depth monitoring tool (and sometimes even when you are), you WILL miss conversations happening. This is something that is important for people to remember, in this age of ‘it’s all happening online, conversations are measurable’, that you’re going to miss some.
How are you going to become the kind of brand that makes people want to go out of their way to point you to things you might have missed?