Does Your Brand Use Protection?

Does Your Brand Use Protection?

By: Shelly Kramer
September 10, 2010

Clinton Condom

It’s no surprise to anyone paying attention that the world of marketing has changed. Consumers are officially in the driver’s seat and are creating a new set of challenges for brands and marketers.

A majority of consumers use the web as their primary source of information, especially when it comes to products or services that they need, regardless of whether or not they make the purchase online.

What is being said about your company or brand matters because digital content is fast becoming the ONLY content some consumers read. Whether it’s web analytics or monitoring your brand in the online space, knowing what people are doing and, just as importantly, what they are saying about you, has become an integral part of successful business operations.

Customer reviews also play a significant role when it comes to influencing buying decisions. Let’s face it, who’s going to buy a product or patronize a business that has an overwhelming number of negative reviews? Or even no reviews, evidencing that they’re insignificant, at best.

Today’s eMarketer, cites a study from MiresBall and KRC Research, showing that 40% of brands realize that social media presents new challenges when it comes to maintaining brand integrity. My question: what are those 40% of brands doing to monitor and protect their brand reputation?

eMarketer Chart on Social Media + Brand Integrity

If you are not monitoring your brand online, it’s like driving a car without a seat belt or — em, having “relations” without a condom. You can do it but WHY would you? If you have a wreck – and those happen as much in relationships (personal or brand-related) as they do in cars – your chances of survival are much higher if you’re wearing protection. Monitoring is protection for your brand and sometimes you don’t realize how valuable monitoring can be until it’s too late.

These days, when it comes to developing marketing strategies for our clients, my team at V3 regularly includes social media monitoring and business intelligence gathering tools as part of the arsenal of tools that we employ. There is no shortage of monitoring tools and, in our opinion, you get what you pay for. We use Spiral16 (and they’re also a client) and find that they make the job of keeping track of our clients’ brands and helping them manage their brand reputation easier. What are you using and why?

Photo credit: Chris Christner, (and thanks for making me smile).
P.S. If you don’t know who Bill Clinton is, you are clearly exponentially younger than I am.
P.S.S. This is not a political statement – it’s comedy!

  • Alex

    Online monitoring is the “canary in a coalmine” for your PR, too. Great post–love the graphic!

  • I gotta have those Clinton Jimmy hats.

  • Sorry for an indirect response to your q, but: I assume that any Co. is interactive in their SM choices (Effective use of SM is based on interaction) but how does one effectively monitor other interactive platforms that they don't choose to engage on?

  • I especially like the illustration you used to accompany this post.


    Erin Margolin


  • ShellyKramer

    Ha! But of course. Couldn't resist that one. Aren't you supposed to be vacationing with hubs – and not online??

  • ShellyKramer

    Hi Barry,

    You don't need to be active in a space to be monitoring the Internet and gathering business intelligence. You can use free tools, like Google Alerts, or paid monitoring tools. And to your other point, there are probably more companies who are engaging in SM who are NOT doing it effectively than those who are. But the two – effective use and monitoring – don't necessarily have anything to do with one another. Thanks for stopping by!

  • ShellyKramer

    Noted. DM sent to Santa. You'd best be on your best behavior.

  • ShellyKramer

    Thanks Alex :)))

  • I'm always on my Best Behavior. 😉