One of the biggest faux pas I hear from companies is “we’re not on Twitter so we don’t need to worry about that.” I always reply with, “Um, yeah, you do.” Why? Just because your company doesn’t have a presence on a specific social network, doesn’t mean that others aren’t talking about you on that social network. All it means is that you are not there to defend your brand when it’s attacked or say ‘thank you’ when you are praised.
For example, Restaurant Gary Danko in San Francisco is frequently mentioned on Twitter, but they have no social media presence whatsoever.
I’m not saying you have to run out and be on every social networks, but what I am saying is that you need to listen to where people are consuming news about your industry, product or service and be present there.
- One way to monitor your brand is to set up a Google e-alert for your company’s name, product or service. Takes 3 seconds, it’s free and it gets delivered right to your Inbox. (Also, recently Google updated it’s web crawler algorithm to scour Facebook comments on third-party sites that use Facebook’s Connect platform so expect more to come up in Google search).
- Utilize free online tools such as Kurrently.com, Social Mention, SamePoint, HowSociable or IceRocket to monitor your brand online and see what others are saying about it on the web and on social networks.
- Use advanced Twitter Search to see if your brand is being talked about on Twitter, if so, join the conversation.