Social Media Monitoring – Lesson 1

Posted on Posted in BrandSpy, Marketing, Monitoring, Social Media

Draw the right conclusions about your brand

Companies and their brands need to reach out and speak directly to consumers, to honor their values, and to form meaningful relationships with them. They must become architects of community, consistently demonstrating the values that their customer community expects in exchange for their loyalty and purchases.

Simon Mainwaring – branding consultant, advertising creative director, and social media specialist

Every monitoring tool is characterized by different functionality and different methodology. All of them, in theory, give you access to web entries about your company, your competition and about interesting for you topic. The question in fact is simple – do you really need this?

Your brand is doing just fine, customers still buy your products or services, so why do you need to monitor web and social media for?

There are many ways of using monitoring tools. Let’s focus here on your brand and how they can be utilised to improve reputation and income.

BrandSpy gives you complex analysis of online statements and mentions. First of all, based on number of entries and social media reach in predefined time period, you will see on chart how it changed over time and after a thorough analysis of results, you’ll find out, which ads or events catalyze greater involvement. Parallel graphs of social media interactions (likes, comments and shares) give even better review of users engagement.


Using synergy effect that is created by associating data from Google Analytics and BrandSpy to draw the right conclusions about your potential customers is crucial to your business. You will get to know them better and you’ll be able to answer to their expectations.

I like to listen. I have learned a great deal from listening carefully. Most people never listen.

Ernest Hemingway

BrandSpy gives you specific data about users’:



Gender – as you can see, domination of male statements and mentions about this particular brand gives a valuable hint how to create marketing campaigns in future.






Sentiment – on this example the number of negative mentions is high and it shouldn’t be ignored. This represents customers’ feelings about your brand, product or specific service. You can’t underestimate the power of users’ negative statements posted online. Their impact on your reputation is huge. Learn, why they are unhappy or unsatisfied and fix that. I’m aware that this is not as simple as it sounds, so we’ll talk about it in separate post.



Sources – it is very important to know where your audience is. Thanks to sources’ analysis you can preciesly direct your communication in crutial to your businness channels. Sometimes it will be Facebook, Twitter and sometimes f. ex. Instagram. Find your customers, listen to them and finally connect with them. Join the discussion and make your brand visible.




Two charts, you can see above, tell you about your customers’ age and their hourly activity. Why do you need that information? First of all, users’ age helps you in creating marketing strategies based on right content – topics that could be interesting for your audience and specific language which your target uses.Also, it’s important to know when users are most active and then publish your posts. That will allow you to gain higher reach and get more interactions.

Other examples of crucial sets of data generated by BrandSpy:

mark Profession

mark Education

mark Geolocation (cities)



And see you soon.

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