zh
English Español Deutsch Français Italiano Português (Brasil) Русский 中文 日本語
Submit post
Go to Blog
How SEMrush helps:
PR & Brand Management
updated

Effective Online Reputation Management: 7 Reasons To Monitor Mentions

45
Wow-Score
The Wow-Score shows how engaging a blog post is. It is calculated based on the correlation between users’ active reading time, their scrolling speed and the article’s length.

Effective Online Reputation Management: 7 Reasons To Monitor Mentions

This post is in English
Eugenia Verbina updated
This post is in English
Effective Online Reputation Management: 7 Reasons To Monitor Mentions

Effective online reputation management requires observation, speed and data selection. To succeed online, you need to listen to what your customers are talking about, monitor what your competitors are doing, and predict where your industry is going. Although this may seem overwhelming, mention tracking is a quick way to overcome all of these challenges.

With this article, I will walk you through 7 reasons to monitor mentions, and actionable tips for effective online reputation management using mention tracking. In detail, you will learn how to:

Keep in mind, the starting point for monitoring is to fine-tune a tool that will help you to find mentions online.

To save you hours of tedious work and help you to achieve all the goals listed above, we created the Brand Monitoring tool, which has grown into a powerful online reputation management solution that tracks mentions on forums, Twitter, Instagram and the Web in general. Setting up the tool will take you 1-2 minutes.

Most mention monitoring tools work with keywords, and a keyword type fully depends on your final goal. Read on and check the infographics below to find out what to track in your specific case.

When you are ready, first go to the Brand Monitoring tool and type in your keywords.

Set up Brand Monitoring tool

If needed, narrow down your search by including or excluding additional keywords. Then select up to 10 countries (available for Guru and Business) you would like to track your mentions in. Finally, you can opt to receive an email report at a given time, but we will get back to that later. You can filter a specific language anytime after the mentions are collected.

Brand Monitoring language filter

Discover who mentions you

Brand Monitoring finds the most valuable mentions of your brand

Please specify a valid domain, e.g., www.example.com

Now, let’s move to reasons to monitor mentions and actionable tips to empower your brand online.

Tip 1: Use Your Competitors’ Best Practices

Use your competitors' best practices using mention tracking

Tracking your competitors’ mentions will help you to understand what works for them and apply their best practices for your brand. Start with checking the most popular resources and authors talking about your competitor, and reach out to them to tell them about your products or services.

Here is how you can do it using the Brand Monitoring tool:

  • Set up two campaigns — the first one for your brand, and the second for your competitor’s brand. Go to the ‘Statistics’ tab to compare the overall number of your competitor’s mentions against your brand’s mentions within a specific time period.

Brand Monitoring statistics tab

  • Scroll down to ‘Top Domains’ to find websites that mention your competitor and don’t mention your brand. Pay special attention to those that put backlinks to your competitor’s website by switching ‘Mentions’ to ‘Backlinks’ on the top left. Study each source and check its monthly traffic to find the most authoritative sites.

Brand Monitoring top domains

  • To find relevant forums and influencers, go to the ‘Mentions’ tab and select ‘Forums’ on the top left.

Brand Monitoring mentions on forums

  • To find relevant social media influencers, go to the ‘Mentions’ tab and select ‘Instagram’ or ‘Twitter’ on the top left.

Find social media influencers

  • Tag mentions from preferred resources and authors so that you can find them quickly later using filtering by custom tag.

Tip 2: Get Insights From Your Customers

Get insights from your customers with mention tracking

By monitoring what your customers are saying about you, you can better relate to them and so see how your brand is viewed from their perspective to find out what they love, hate or feel is lacking in your product. Their conversations will give you valuable insights about what can be improved in your product or changed in the way you communicate with your customers; this will also allow you to create more detailed buyer personas.

Using Brand Monitoring allows you to:

  • Assess your overall mention sentiment — compare the positive vs. negative mentions numbers in the ‘Overview’ tab. Click on each sentiment type to see filtered mentions one by one.

Brand Monitoring mentions overview

  • See your brand/product associations by searching for a particular word next to your brand using the ‘Mentions’ tab.

Brand Monitoring track particular word

  • Add tags to the selected mentions, like ‘new feature’, to get back to them later.

Tip 3: Find Influencers and Ambassadors for Promos

Find influencers and ambassadors for promos with mention tracking

Among the most authoritative industry influencers, you can find those who talk about your competitors and those who are not fully on your side. It is a great opportunity to turn them into your brand ambassadors and improve your brand positioning online. Start by reaching out to them with a good pitch to give them or to change their mind about your brand.

Here’s how you do it using Brand Monitoring:

  • Check an author’s number of followers on Twitter, and also see the number of their posts in a forum where they have an influence.

Brand Monitoring mentions on Twitter

  • Check on Instagram the profile of an author who has mentioned you.

Effective Online Reputation Management: 7 Reasons To Monitor Mentions. Image 12

  • Add their mentions to favorites to reach out to them later.

Track who mentions you on Instagram

using the Brand Monitoring tool

Please specify a valid domain, e.g., www.example.com

Tip 4: Evaluate Your Campaigns’ Effectiveness Quickly

Evaluate your campaigns' effectiveness quickly with mention tracking

To assess how successful your PR or online marketing efforts are, check your overall coverage and the mentioning resources’ authority. By monitoring mentions, you can also see if you are in line with your set campaign goals, which will help you develop better strategies in the future.

Using Brand Monitoring allows you to:

  • Check the campaign’s overall reach (=number of mentions), the estimated reach of each mention, and the number of backlinks in the ‘Overview’ tab. Switch between Web, Forums and Instagram Overview data to see the whole picture.

Brand Monitoring estimated reach

  • While looking through each mention using the ‘Mentions’ tab, pay attention to the monthly traffic of a mention source, the top forums that mentioned you, and the number of comments or threads discussing your brand.
  • Filter mentions by negative/positive sentiment so that you can see your potential customers’ reaction to your message.

  • Export the data and create a report of your results.

Tip 5: Discover New Industry Trends to Follow

Discover new industry trends to follow with mention tracking

Keeping up with trends is what keeps businesses alive these days. Industry topics monitoring allows you to predict where your industry is going and get ahead of your competitors. Research the latest trends to find out if your potential or present customers see value in them. This will give you new ideas for blog posts and help you spot potential opportunities for future marketing campaigns.

This is what you can do using Brand Monitoring:

  • Spot spikes in the number of mentions for a particular topic, especially on forums and social media. The spike tells you that a topic has gathered steam online, which can play into your hands and contribute to your upcoming PR campaign around a trend.

Brand Monitoring mention trend

  • Add a custom tag to the most insightful mentions to get back to them later.

Tip 6: Prevent Crises

Prevent crises with mention tracking

Constant mention monitoring allows you to identify a potential crisis involving your brand before it becomes a scandal. If you react quickly and accurately, you will be able to mitigate damage and even earn extra points of respect for your brand. You have to focus on negative comments and reviews, and Brand Monitoring will help you with the monotonous search and filtering.

Here is how you do it:

  • Keep an eye on your overall mention sentiments every now and then, and compare positive mentions against negative ones with the ‘Overview’ tab.

Track your overall mention sentiment

  • Filter your mentions by negative sentiment, look through a resource’s authority and, if required, take action immediately — reach out to people.

Brand Monitoring negative sentiment

  • Set alerts on a daily, weekly or monthly basis to receive mentions on time and manage negative comments via email.

Brand Monitoring alerts

Tip 7: Find User-Generated Content

Find user-generated content

User-generated content is important for your brand, as it boosts your online reputation, builds a community around your brand, and positively influences people’s choice of buying your product. You should always track and analyze mentions, channels and sentiment to benefit from it by integrating it into your content strategy. 

Instagram is one of the top channels for finding visual user-generated content you should look after. However, finding it is quite challenging considering the amount of data — 95 million photos and videos are shared on Instagram daily. Here’s how you find user-generated content on Instagram using Brand Monitoring in a click: go to the ‘Mention’ tab and select Instagram. Then filter your mentions by positive sentiment.

Instagram positive sentiment

  • It’s important to track discussions on forums to spot use cases and user reviews that you can promote or place on your landing pages. To find this content, go to the ‘Mentions’ tab, select Forums, and filter your mentions by positive sentiment.

Forum positive mentions

  • The most effective way to find user-generated content is tracking mentions on the Web in general. Pay special attention to blogpost or podcasts created by experts. This type of content will bring more visibility to your brand and new partnership opportunities. To spot this content using Brand Monitoring, go to the ‘Mentions’ tab, select Web, and filter your mentions by positive sentiment.

Web positive mentions

  • Don’t forget to thank the author for sharing their content publically. If you want to use or republish this content, remember to ask their permission first.

Online reputation management is not a piece of cake, but consistency makes it more effective and easier. Develop the habit of tracking mentions on a regular basis and keep in mind your goal for doing so.

But that is not all! We have prepared a concise checklist containing these 7 actionable tips to help you improve your online reputation management. Use the banner below to download and print it.

Print These 7 Actionable Tips

to Improve Your Online Reputation Management

Please specify a valid domain, e.g., www.example.com
 

Eugenia Verbina
SEMrush

SEMrush employee.

Content marketing specialist with 5 years of experience in content creation and management in English, Spanish and Russian. Digital marketing enthusiast and horror stories fan. Still undecided whether I love writing or reading more.
How SEMrush helps:
PR & Brand Management
Share this post
or

Comments

2000
Enthusiast

Occasionally takes part in conversations.

I am grateful to you for this great content.I am reading your article and its very nice, useful.
Hamza Ali
Expert

Provides valuable insights and adds depth to the conversation.

Very informative and actionable. Love the structuring you've done in the images (Keywords to track & Metrics to pay attention to). Would make for a great slide deck too!
Eugenia Verbina
SEMrush

SEMrush employee.

Hamza Ali
Hey, thank you for reading and for your comment! I'll share your feedback with our designers, I'm sure they will love to hear that :)
Hamza Ali
Expert

Provides valuable insights and adds depth to the conversation.

Eugenia Verbina
You're welcome! All the best!
Lukasz Zelezny
Pro

Asks great questions and provides brilliant answers.

Fantastic way to leverage amount of backlinks (relevant and high quality). Obviously as long as your brand name is a non dictionary word.
Dmitry Kotlyarenko
Helper

An experienced member who is always happy to help.

Amazing! Love this informative article.
Online reputation management is very important for business.
Eugenia Verbina
SEMrush

SEMrush employee.

Dmitry Kotlyarenko
Thank you for reading, Dmitry!
Enthusiast

Occasionally takes part in conversations.

yes, this is helpful.. i am using these things for our client.. thanks semrush
Enthusiast

Occasionally takes part in conversations.

found semrush very useful in checking my competitor backlinks .
Sofie Callebaut
Enthusiast

Occasionally takes part in conversations.

Great insights, but simply turning "negative" into "positive" won't improve a business reputation.
Eugenia Verbina
SEMrush

SEMrush employee.

Sofie Callebaut
Hey Sofie, thanks for reading! Turning "negative" into "positive" is quite a long process that requires a lot of resources of a large group of specialists within your company. This may also include product improvement, which is not that easy for most of the brands due to lack of resources or time.
Oshin Kamble
Enthusiast

Occasionally takes part in conversations.

Hey Olga,

Great and Insightful Post.
Thanks for sharing it.
Enthusiast

Occasionally takes part in conversations.

Thank you but maybe this is too complicated. I don't understand will brand-monitoring be useful for fresh websites with no history behind.
Eugenia Verbina
SEMrush

SEMrush employee.

Kiril Romanov
Hey Kiril, sorry for the late reply. Brand Monitoring will find mentions of your brand online even if you don't have a website at all :)
Ray Quintana
Newcomer

Either just recently joined or is too shy to say something.

Ok, I am not afraid to admit it I am lost. If I understand this I should be using my business name as a keyword to get mentions relating to me. Or since my name is dogparentsonline dot com would just using dog parents be something, I should follow and once I find them what do I do? Do I write an article about my website or do I. write an article with the words dog parents and do I insert links going back to my website or to theirs or both. I did put an external link in this question but I believe it is relevant to get an answer regarding if my target audience is dog parents. And also should I be writing articles with related websites and services for my prospect. Or do I ask them 1st? What would you do? Since my name is the audience I want to target is it appropriate to put in blogs? I am so confused.
John Rampton
Pro

Asks great questions and provides brilliant answers.

Beneficial tips here that definitely work to help what can be complicated given the number of channels and ongoing conversations online. It is important to stay on top of both the personal and company brand to determine how people are talking about you and your company.
Enthusiast

Occasionally takes part in conversations.

Good Article and Great Posting.
Thank You For Sharing.
Helper

An experienced member who is always happy to help.

Crisis prevention is key. Tools like Hootsuite will help.
Adam Lee
Enthusiast

Occasionally takes part in conversations.

Very cool. I did not know of "Brand Monitoring". That is a service in itself to offer companies.
Olga Smirnova
SEMrush

SEMrush employee.

Adam Lee
Hi Adam. Right now this tool is available for all our registered users :)
Alexa Valentine
Enthusiast

Occasionally takes part in conversations.

Without monitoring mentions what starts out as a small issue which resulted in one negative review can quickly snowball out of control.
Olga Smirnova
SEMrush

SEMrush employee.

Alexa Valentine
Hey Alexa, you are completely right. This is one of the reasons mentions monitoring is important.
Ayo adekola
Enthusiast

Occasionally takes part in conversations.

Looking for perfect way to check my competitor backlinks .
Olga Smirnova
SEMrush

SEMrush employee.

Ayo adekola
You can use our Backlink Analytics for this purpose - https://www.semrushchina.cn/analytics/backlinks/
Pavel Naydenov
Helper

An experienced member who is always happy to help.

Great article.

One of my favorite applications is finding competitors' backlinks and then trying to acquire them somehow.

This idea also sounds great: Find Influencers and Ambassadors for Promos.

One questions here.

How your BM tool is better than the Ahrefs one?

Cheers.
Olga Smirnova
SEMrush

SEMrush employee.

Pavel Naydenov
Hi Pavel. Happy that you found some new tips in this article. Regarding your question. There are several differences between our brand monitoring and their Alerts, but I would name the top-4 features Ahrefs doesn't have:
1. Sentiments analysis of your mentions for a period.
2. Estimated reach of particular mention on the particular resource, and overall statistics for all mentions.
3. Number of mentions with/without backlinks + amount of referral traffic from them to your domain/URL.
4. Campaigns comparison. Very useful if you want to compare your brand and 2 more competitors in case of backlinks and number of mentions.
Enthusiast

Occasionally takes part in conversations.

This was a nice well-researched and detailed post on online reputation management and monitor mentions. Great work Olga Smirnova! Protecting the reputation of a brand has become a difficult task due to huge competiton and expectations.
Olga Smirnova
SEMrush

SEMrush employee.

Steve Harris
Hey, Steve. Thanks for your comment. In the social media era, when news can be shared by thousands within minutes, it's really important to keep track of your brand mentions.
Paul Lovell
Pro

Asks great questions and provides brilliant answers.

I love using this tool and set it up for all my clients you would be surprised how easy outreach is if you know they are already talking about you or your brand
Olga Smirnova
SEMrush

SEMrush employee.

Paul Lovell
Thanks for your feedback, Paul.
Helper

An experienced member who is always happy to help.

It is important to be proactive in case there are any bad press down the road.

- Alex Noudelman
Olga Smirnova
SEMrush

SEMrush employee.

Alex Noudelman
Good point, Alex. The best thing is to set up daily alerts, so you stay updated about any mention appeared on the web immediately and react before some issue arise.
Pro

Asks great questions and provides brilliant answers.

Every brand knows the importance of Online Reputation because it has a significant influence on its sales, traffic, and overall image of a brand. However, when it comes to managing online reputation, it is a tough task undoubtedly BUT Olga, your crisp and to-the-point steps make it easier to manage and maintain online reputation.
Olga Smirnova
SEMrush

SEMrush employee.

Sahil Kakkar
Thanks for your comment, Sahil. You are right, online reputation management is quite a complex concept, that's why it's not so easy to execute it. In this article I've tried to cover one aspect of it - mentions monitoring. Happy you found our tips useful.
Paul Lovell
Pro

Asks great questions and provides brilliant answers.

I have been reading on this as there has been a lot of mentions on this becoming more relevant in search
Olga Smirnova
SEMrush

SEMrush employee.

Paul Lovell
Hi Paul. Happy that you found the article useful. Hope you discovered some new tips in this post.
Emily Watson
Enthusiast

Occasionally takes part in conversations.

Useful article Olga. Looking forward for more interesting articles.
Olga Smirnova
SEMrush

SEMrush employee.

Emily Watson
Thank you, Emily. Go through our checklist with tips - https://www.semrushchina.cn/ebooks/online-reputation-management-checklist/
Larry Neilson
Enthusiast

Occasionally takes part in conversations.

I enjoyed reading this and going through the steps to set up this brand tracking and competitive tracking. The big challenge here is following through and taking the time daily, weekly or even monthly to monitor this and find new opportunities to get new links. The scary part was to see some of the mentions coming and how in the world did those get out there. Looks like I have a new service to create :)
Olga Smirnova
SEMrush

SEMrush employee.

Larry Neilson
Hi Larry, thanks for your comment. You can set up a daily/weekly/monthly alerts to make the process of tracking mentions easier :)
Ricci M.
Pro

Asks great questions and provides brilliant answers.

Well worth putting in the effort to establish your brand online. Thanks for this informative post Olga.
Olga Smirnova
SEMrush

SEMrush employee.

Ricci M.
Thanks for your comment.
Helper

An experienced member who is always happy to help.

very useful informative article. Thanks for your sharing valuable information.
Olga Smirnova
SEMrush

SEMrush employee.

Rajeev Dave
Welcome, Rajeev.
Simon Cox
Pro

Asks great questions and provides brilliant answers.

Very useful. Brand is becoming a much stronger signal for the search engines - you can see that in EMD sites that have built content around the domain name and making deep inroads to traditional brands.
Olga Smirnova
SEMrush

SEMrush employee.

Simon Cox
Hi, Simon. That's true, online reputation tactics can help you not only to increase customer loyalty but get a higher position in SERP as well.
BALACHANDAR I
Helper

An experienced member who is always happy to help.

Brand Management tool is awesome and required for competitive analysis too. Industry trends tracking is useful.
Olga Smirnova
SEMrush

SEMrush employee.

BALACHANDAR I
Happy you find it helpful!
Albin Sandberg
Enthusiast

Occasionally takes part in conversations.

Brand management is becoming more and more important to SEO. Great post that will help a lot of people getting started with it!
Olga Smirnova
SEMrush

SEMrush employee.

Albin Sandberg
Thank you, Albin.
Roman Delcarmen
Enthusiast

Occasionally takes part in conversations.

Wonderful post... This is a great post for me because last week I try to pass the Semrush certification and I failed. So I started to study every aspect, topic, and tool of Semrush but is a little bit boring just read without any compression of the real-life scenario.

And this post close the gap for me at least on the topic of "Online Reputation"
Maria Raybould
Legend

Getting here is not easy at all!

Roman Delcarmen
Hi Roman, I'm so glad you found this article helpful. We will produce more real-life scenarios like you say to help users close the gap on other topics as well.
Dan Richardson
Newcomer

Either just recently joined or is too shy to say something.

Useful but hard to read with all those animated images, buzzing around all over the place :(
Maria Raybould
Legend

Getting here is not easy at all!

Dan Richardson
Hi Dan, I am sorry to hear you found the post difficult to read. We were hoping that these images would make it easier for users to follow the instructions step-by-step. Anyway, we appreciate your comment and will take it into account when writing our next article.

Send feedback

Your feedback must contain at least 3 words (10 characters).

We will only use this email to respond to you on your feedback. Privacy Policy

Thank you for your feedback!