Measurement and monitoring are something that can be a little slippery in the social media sphere, and that can be detrimental to any attempt at marketing.
Morgan McLintic has some great tips for using free tools to monitor brands. McLintic says in Monitoring – alerts are free, but context costs
You should also create an RSS feed for your favorite searches in Google BlogSearch. IceRocket is another good source for blog monitoring.
You can monitor Twitter for the same keywords (company, product, competitor, spokespeople, trends) either by saving a search term on the Web version, or by creating an RSS feed of the results at Search Twitter (formerly Summize) and putting it into your reader. Personally, for my main persistent searches, I create columns for them in Tweetdeck so I can review them at a glance. This doesn’t scale if you have multiple terms, but it’s great for a rapid scan.
You can also monitor what is being said about your company in blog comments using BackType.
What are some of the monitoring tools you love?
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Thanks Phillip. There is lots of competition in the paid monitoring service space – ViralHeat, ScoutLabs, Radian6 etc – which is good for innovation. It’ll be interesting to see how that plays out, and which dominate for different types of companies/in different countries.
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