Interview: Carnegie Mellon Professor Ari Lightman On How Students Are Empowered By Learning To Use Brandwatch Consumer Research
By Kara FinnertyJun 10
Published September 4th 2014
In the world of social media, there are all too many high profile examples of brands that have suffered a notable PR crisis.
It’s every brand manager’s worst nightmare; whether it’s a negative comment from a customer that’s gone viral, an online reaction to a brand action in the ‘real world’ or an accidental or ill-judged post from a staff member.
However, social media monitoring can help avoid situations like this arising – helping shield you from problems or help you regain control if one should occur.
Here’s how you can use Brandwatch to prepare and respond to any potential issues:
Clicking the ‘alert’ tab inside Brandwatch Analytics allows you to set up a unique email alert.
You can program Brandwatch to email you when a certain type of mention increases dramatically. For example, if negative comments about your brand rise by 75%.
Brandwatch allows you to decide exactly what mentions you want to be alerted about by entering the negative words and phrases that could be related to your brand.
Brandwatch will also alert you if somebody influential tweets something negative about your brand.
To set this up, simply type the twitter handle of the influential tweeter into the author filter, click negative sentiment and select your brand query.
Almost anything can kick off a PR crisis – a spelling mistake, a misinterpreted design, a bad joke. Brandwatch will send you an email before the problem is liked, shared, blogged and eventually cemented in your history.
With alerts you can act quickly, deleting or responding to any problems – even preparing a statement early to add clarity to the issue.
You’ll hopefully never have to deploy crisis management, but if you do, Brandwatch Alerts will give you the head start needed in preventing PR disasters.
It won’t be long till the next installment of #brandwatchtips! We are uploading new videos every Thursday!
Now you know.
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