Regardless of your industry, this article will start from the premise that you’re a very busy, professionally oriented person, who is always up to date with the most recent trends and strategies in your niche.
However, it’s complicated to keep track of what happens every hour, partly because of the humongous amount of information online and partly because of your very busy day-to-day schedule.
We’re going to suggest some fixes to the problems that you may encounter in everyday aspects of your job, such as planning strategies long ahead or predicting problems based on what others have been through when doing the same job.
There always appear conflicting situations, and crisis management can use a little inspiration from time to time the web in its neverending wisdom is a great source of finding new solutions to old problems.
Only that instead of manually searching for those mentions that contribute a great deal in the planning phase of organizing the event, you can get them directly to your inbox by creating an alert.
In this analysis, I used BrandMentions, a web and twitter mention monitoring and alerting tool, as it’s still free - being in its Beta version and Google Alerts, both accessible to a larger audience.
Let’s see when exactly alerts can work best to our advantage.
Suppose you work in the industry of photography exhibitions, and you’re planning on organizing one two months from now.
At this point, in the initial planning phase, you’d be interested in gathering as much information as possible on the current trends. Initially, you will attend some of the best and some of the least promoted ones to compare and contrast and be able to create a logistic checklist. However, working as part of a team for such a project may lead to similar thinking and circular solutions.
The Google search results page doesn’t give too much insight on a first query, so it would be time-consuming to keep researching in this classical (come to think Google is already a classical research instrument) way.
This is when monitoring the web comes in handy, as it gives you real-time feedback from the ongoing exhibitions, allowing you to monitor the strategies that work and those that don’t.
Google Alerts is a free tool that allows you to create an alert and be notified as the mention happens. However, although it doesn’t report all the mentions and it sometimes doesn’t hit your inbox on the spot, it gives you the possibility to select the source of your mention, and this can restrict the emails to what you’re interested in analyzing.
BrandMentions also notifies you daily on what the web has to say about the most recent exhibits in your industry, and it’s a more reliable source, as it has a large database that covers your mention necessities.
These topical mention alerts are a great solve for gaining a fresh perspective on the same old issues that you seem to be confronted with. It’s true that every project is different than the previous ones, but the same rules apply and it’s always refreshing to take a look over the fence for inspiration.
Also, you can simply get new ideas on how to choose the location, for instance. In the screenshot below, the exhibition was covered by BBC (a great source of both authority and traffic) and it also featured an idea that maybe you’d like to implement, as it’s different from your generic photo exhibitions.
It’s especially a time saver not only because you get all the fresh information delivered into your email, but also because it saves precious brainstorming time, giving you new ideas as they happen, a form of competitive insight that wasn’t even possible a decade ago.
The alerts help building a stronger means of research, as aside from being able to look for the most recent information on the web browsing the tool, you can also get the freshest mentions delivered to your email inbox.
Let’s assume you’re just organizing Inspirefest 2016, which is an international festival of tech, science & the arts, offering alternative views of leadership and success via diverse voices, as it describes itself on Twitter. The event takes place from June 30 to the July 2. So monitoring the hype you created with your event during the last week could come in handy, especially since you probably have some marketing objectives to reach (given the industry of the event).
The way a hashtag is popular helps in either maintaining a social media strategy or changing it on the go, given that you are delivered the most recent trends for the alerts that you set. In other words, you can see on the spot whenever a hashtag you’ve been using stops being popular, thus letting you focus on the backup plan.
Related Article: The 4 Most Important Trends from Social Media Marketing World 2016
For instance, although Twitter displayed the hashtag as being trending only on the June 30 and not on the 24th as well, the tool we used in the analysis shows that on the 24th there were actually more mentions than on the first day of the conference. This kind of data allows you to maintain your fruitful strategies.
However, you can only find out about the popularity of a hashtag pretty late, after you’ve already moved along with your strategic plans, and a Twitter alert would help you monitor the mentions as they happen.
This one’s not only a powerful time saver but also a form of strategy adjustment that saves time of implementation in whichever campaign you’re focused on. Afterward, the tool notified me into the inbox about the current situation of the Twitter mentions for the brand I had selected.
The alerts displaying recent mentions empower you to focus on what’s really relevant, having a colossal contribution to the campaign success as well as your tight professional schedule. Of course, this also gives you the possibility to reply to every mention you’re tagged in, being relevant to your users without losing productivity in an endless scroll quest on the page feed.
We all have our professional crushes on people who do their job so well that it’s borderline impossible not to find them inspiring. If you’re a content writer in the personal development industry, one of these people is Mark Manson. For an author who works in a very mature niche, he surely knew how to build his way towards indisputable success. He used to post very rarely on his blog but despite that and the non-aggressive marketing policy, he managed to have thousands of views on each of his articles.
Monitoring an influencer like this helps you understand his strategies from the point of view of the people who mention him on the web. Let me walk you through this. Famous people who are the top of a niche don’t get to be mentioned on the web just because they’re popular. It’s the other way around, actually. People mention them because of specific things they’re doing really well.
An alert to mention the reactions people have on the web to their work is a great way to keep in touch with the improvements you can do to get a little closer to the professionals you respect so much. It goes without saying that it is a time saver, at it provides you with strategies and insight that you can implement, even when you haven’t taken them into consideration.
However daunting the idea of monitoring a brand can be (as it’s a time-consuming task), there are some perks that make it worth it. For once, if you set an alert and get all the web mentions as they happen, you can engage with your competitor’s audience. To take it even a step further, you can borrow authority sources to invest content in your brand, and to take the time to listen to a story well told.
For instance, let’s assume you represent the Biking mammoth ‘Pinarello’, and your main competitor will be ‘Colnago’. Let’s see what you can learn in terms of web popularity and engagement.
A brand alert with web mentions from them would be a good choice as it allows you to analyze their performance compared to your brand’s status. And it can give you marketing ideas. Take this example:
It’s a review from VeloNews, made for Pinarello’s competitor and it’s a good opportunity for networking. Being in Colnago’s shoes, you could pitch the source (which has a good performance score) to write a review about your product as well.
Related Article: 20 Social & Digital Trends That Will Impact Marketing in 2016
All this can happen without having to spend long hours researching techniques. Of course, web and Twitter monitoring for different marketing reasons doesn’t replace a marketing strategy, but it increases the odds of gaining momentum without too much effort while saving time for the real long-term strategies.