Is Your Brand Monitoring Its Social Media Reputation?


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Social Media Reputation Monitoring
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Capturing an accurate understanding of how customers perceive your brand can serve as an invaluable resource to improve your existing Customer Experience. There are plenty of different ways to acquire this information, including mystery shopping and voice of customer survey programs. Due to the increasing relevance of social media platforms in our societal framework, brands need to consistently measure and understand their online reputation, specifically the way that users on these networks are discussing their products or services.

For larger brands, the task of toiling through this massive pile of online data can be time-consuming and expensive. Plus, once you have collected all the information, it can be even more of a struggle to discover conclusive action priorities based on these insights. 96% of people that discuss brands online do not directly interact with the brands,[1] so capturing this information is not as simple as sending out a message to your already existing follower base. Thus, finding a third-party with the ability and knowledge to quickly locate, analyze and report on this data can be key to helping your brand monitor its social media reputation.

The data provided by monitoring the way that consumers are discussing your brand or products online can be especially valuable for your customer support team. 78% of people who complain to a brand via Twitter expect a response only 60 minutes after their feedback was submitted.[2] To meet this expectation, your team needs to quickly and appropriately close the loop on any negative feedback provided across different social media platforms. By efficiently funneling feedback into the appropriate support verticals, your team is contributing towards greatly improved individual interactions, ultimately resulting in a better digital brand reputation.

Before investing into social media reputation monitoring, it is essential that you do demographic research of your target customer base, because different demographics will tend to use different platforms. For example, 90% of Instagram users are younger than 35,[3] while the other platforms do better at attracting an older audience. Additionally, adults between the age of 18-34 are the ones most likely to follow a brand on a social media platform[4] so if your targets are within this age range you should be working to ensure your brand is included in their social media networks. Once you have an accurate definition of the type of customer you wish to form relationships with, you can then segment your monitoring practices to focus on how that specific group is perceiving your brand within a specific platform.

The world of social media is a constantly growing community of potential customers, and there is a significant portion of these users sending out valuable information about the products or services they prefer, all for free. The influence of online recommendations leading to purchases is growing, meaning that monitoring this data can serve as a surefire way to increase customer acquisition rates. The information provided by customers may be distributed for free, but without a partner that knows the necessary scientific process to uncover action plans, it will undoubtedly be a wasted opportunity. If your brand is not monitoring this source of customer information, it could be falling behind other organizations that do complete these programs. Find a partner that can complete your social media reputation monitoring and quickly turn that feedback into actionable items to assist your team in implementing a better customer experience.


Daniel Bakst
I am the Social & Digital Marketing Associate for Second To None. Second To None is a Customer Experience research firm helping brands measure their existing CX via mystery shopping, voice of customer surveys, sales/marketing compliance audits and related custom research programs. We serve leading brands within the retail, restaurant, ecommerce, banking, healthcare and education sectors. I graduated from the University of Michigan in 2016 and continue to live and work in Ann Arbor. Go Blue!


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