GrowMap

Map Your Path To Grow Your Business

  • Home
  • About
  • Contact
  • G.A.S.P
  • Press
  • Portfolio
  • GrowMap Services
  • PostsComments

Prevent PR Disaster by Monitoring Your Brand BEFORE Crises Happen!

November 6, 2015 By Gail Gardner 2 Comments

Ignoring a brand crisis can REALLY cost you – as United Airlines found out. Their refusal to take responsibility resulted in musicians writing and performing multiple songs and a loss of an estimated $180 MILLION!

United Breaks Guitars videos and book

Some PR agents think of PR from one campaign to the next, but this is the wrong approach for the social media era. Your brand is constantly changing as people talk about it on social media and this is often where crises originate.

PR disasters are just as often the result of a slow accumulation of dissatisfaction that boils over as they are the result of sudden, unexpected catastrophes.

Social media monitoring tools are as much PR tools as marketing research tools, if not more. As a marketing research tool, it can be used indirectly to gauge what customers think – but as a PR tool it can be used directly to know what people think about you.

Table of Contents

  • Prevent PR Disasters with Brand Monitoring
      • Many Brands Wait ‘Till Crises Happen – and Then Panic
    • But Most Crises Don’t “Just Happen”
    • Use SMM to Stop Crises BEFORE They Happen
  • PROTECT YOUR BRAND!
      • Gail Gardner
      • Latest posts by Gail Gardner (see all)

Prevent PR Disasters with Brand Monitoring

Social media monitoring tools constantly monitor your brand so that you can predict disasters before they occur and act accordingly. This goes beyond ordinary sentiment analysis and also involves keeping track of how much people talk about you and where you are being talked about.

You can also measure how big the disasters are by seeing how much people are talking about the disaster and how fast it spread (and whether it is STILL spreading).

You need to know WHERE people are talking about your brand disaster to know how big your problem is. Click To Tweet

Usually, a Facebook disaster with lots of negative mentions is much worse than the same Twitter disaster with the same amount of negative mentions because Facebook is more engaging than Twitter.

Many Brands Wait ‘Till Crises Happen – and Then Panic

Far too often, brands will wait till something bad happens to them before they start to use social media monitoring tools. They will use the tools to see how the disaster spreads across social media and then try to analyze the disaster.

They often were not paying attention to what was happening before the disaster so they do not have the context with which to analyze the disaster quickly.

Enterprise-level tools allow people to look at what people have been saying in social media before you start observing it but these tools are not accessible to many companies.

But Most Crises Don’t “Just Happen”

Monitoring what people say about your brand on social media lets you know whether one of those “bubbling over” PR disasters might happen. If you see a lot of complaints about a particular feature in a product, for example, you can change that feature before rolling out the next version of that product.

Sometimes “bubbling over” disasters happen then – and can spoil a product launch.

People were expecting the new product to be an improvement on the old one and they focus on the feature that they didn’t like and do not see the new product as an improvement over the old one.

Use SMM to Stop Crises BEFORE They Happen

Stop crises before they happen by knowing what your audience wants – whether they are your customers, target demographics, or the readers of your blog. SMM can help you do this by allowing you to notice patterns and trends that could be indicative of a coming disaster.

Maybe negative mentions are an increasingly larger portion of your overall mentions and have been for the past week.

PROTECT YOUR BRAND!

Want to dive deeper into the world of social media for business? This post was written by Murray Newlands, author of the white paper Learn Social Media Monitoring in Fifteen Minutes.

FREE white paper >> Download here by clicking this link now.

The following two tabs change content below.
  • Bio
  • Latest Posts
My Twitter profileMy Facebook profileMy Google+ profileMy LinkedIn profileMy Pinterest profileMy Tumblr blogMy YouTube channel

Gail Gardner

Small Business Marketing Strategist at GrowMap
Gail Gardner is the founder of GrowMap.com. She is a Small Business Marketing Strategist who mentors small businesses, bloggers, and freelancers. After 23 years in the field with IBM and 5.5 years managing AdWords accounts, her focus shifted to small business marketing strategy. GrowMap.com is listed by Cision as a Top 100 Site for Marketers and has received three Small Business Influencer Awards from Small Business Trends. Named by D&B a Top 50 SMB Influencer on Twitter, you can follow Gail @GrowMap and on LinkedIn.
My Twitter profileMy Facebook profileMy Google+ profileMy LinkedIn profileMy Pinterest profileMy Tumblr blogMy YouTube channel

Latest posts by Gail Gardner (see all)

  • Free Mentoring: How to Use the Inexpensive CRM Bigin to Increase Income - December 9, 2020
  • How to Create a Blog to Promote Your Services - December 9, 2020
  • Influencer Marketing Guide For Maximum Business Growth - November 26, 2020
Tweet144
Share6
Share16
Pin1
Share
Share
Pocket
Flip
167 Shares
« Have You Checked Your Website Content Lately? How Does Facebook See It?
Did You See #Smallbiz #SEO and #Blogging Answers Gail Gave at Inbound.org? »

Filed Under: Small Business Advice Tagged With: brand protection, branding, pr, pr disasters

Comments

  1. RyoX says

    November 8, 2015 at 10:28 am

    Thanks for the life saving artical. it is really one about preventing PR Disasters and would totally agree that facebook is more engaging than twitter even google plus.

    Reply
  2. Freddy says

    November 6, 2015 at 3:34 pm

    It’s a great post about preventing PR Disasters. Have learned many important things about brand monitoring, PR disasters and preventing PR disasters from this informative post. Thanks a lot.

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

CommentLuv badgeShow more posts
You can add a link to follow you on twitter if you put your username in this box.
Only needs to be added once (unless you change your username). No http or @

Search

UPC CODES don't fall for fakes

Categories

Recent Posts

  • 10 Motivational Podcasts for the Modern Salesperson
  • 4 Ways To Improve Your Email Marketing Campaigns
  • What You Need to Think About When Building Your WordPress Site
  • The Importance of Relaxation When Starting a New Company
  • Stay Afloat: Reduce Monthly Expenses Using These Tips
Don't Miss Your Path to Growth!
Enter your email to receive new
blog posts:

Did MOZ Drop Your Site’s DA?

https://www.youtube.com/watch?v=Iv_cL50MpZA

Popular Posts

4 Ways To Improve Your Email Marketing Campaigns4 Ways To Improve Your Email Marketing Campaigns
10 Motivational Podcasts for the Modern Salesperson10 Motivational Podcasts for the Modern Salesperson

Greatest eCommerce Competitive Risks to Small Businesses

https://www.youtube.com/watch?reload=9&v=bmlJmDYaax0

Serpstat: What it Does

https://youtu.be/rjIfKdIWk7M

GrowMap Policies

  • Disclosure Policy
  • Privacy Policy
  • GrowMap Guest Blogging Guidelines

Connect With Growmap

growmap on twitter growmap on g plus growmap on linkedin growmap on pinterest growmap on facebook growmap on stumbleupon growmap on skype

Copyright © 2008-2021 Growmap · Centric Mobile Responsive Theme by StudioPress · Genesis Framework · Site maintaned By MarketingTilt

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

GrowMap
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

You can adjust all of your cookie settings by navigating the tabs on the left hand side. Read our complete privacy policy.

Strictly Necessary Cookies

Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.

If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.