The Core Components of Brand Health Analytics
Many companies claim to help track and monitor your brand and products. But to do so successfully requires a thoughtful mix of the right services configured with the correct limits.
The core facets of tracking and monitoring services are often misunderstood by the people who use them. Let’s take a look at a few of these, as they pertain specifically to selecting a brand health tracking solution .
Coverage Breadth and Depth: First, do you really need to track global news coverage? Or would regional and/or language-specific coverage suffice? Do you require full access to all the stories behind paywalls, or would the headlines work for you? Do you need breaking news or is a minute delay acceptable? Choose a tracking and monitoring solution that will allow you to track as much or as little coverage as you desire, according to the parameters that are most important to you.
Coverage Limits: Many competitors will sell you on deep coverage, but what about the limits on that coverage? Just like home and auto insurance, the limitations are critical to understand. Do you need to track a topic with a high volume of content? Or is it a niche topic that while important, does not generate a large volume of content? The limits are important because if you have a need for real-time news or high volume, you’ll need to be able to fine tune your solution to get the timing and volume you need without being limited by API calls and restrictions. Understand your rate limits, and select a service that will allow you to pay only for what will solve your particular need.
Multi-Channel: Is news coverage enough, or do you also need to monitor what’s happening on social platforms? Everybody knows that your brand’s health is greatly affected by what your customers and your competitors are saying about you across multiple media channels. Be sure to choose a platform that enables you to monitor what’s happening with your brand across social platforms like Twitter, Facebook, Instagram, and more without having to log into multiple applications and search manually.
Real-Time Alerts: With the explosion of news outlets, social platforms, forums, vlogs, and picture sharing sites, it is no wonder corporate communication teams can hardly keep up. Traditionally, a small team of people in marketing would monitor a handful of channels from 9-5pm and alert the managers when something arose. But with the proliferation of always connected mobile technology, it’s impossible for teams to handle monitoring manually, when new activity is happening 24/7 every day. Find a real-time cloud-based solution that monitors continuously and sends push alerts when action needs to be taken.
Tickr’s brand health solution can be configured to meet your coverage tracking needs, so you can accurately track your brand, company and products in the best way possible. The Tickr platform integrates multiple news sources, including LexisNexis, Meltwater, Onclusive and others, to provide news and social coverage in one interface, so that you can monitor as many channels as you find valuable. With Tickr, you can tailor the output to as much or as little coverage as you desire, regardless of your agency or existing vendor providers. Tickr’s real time cloud-based Brand Health solution is continuously monitoring all these channels, alerting you to impactful news and social mentions of your brand and products. This allows you to rest easy, knowing you won’t miss a thing, and will be alerted at the correct time that action needs to be taken.