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Brand monitoring guide: tips and tools for 2024

Brand monitoring guide: tips and tools for 2024

Home Blog Media Monitoring Web Monitoring Brand monitoring guide: tips and tools for 2024

Ever wonder how big brands seem to have ears everywhere? That’s the magic of brand monitoring, a strategy where companies monitor their reputation across various media platforms.

Brand monitoring helps businesses gauge public sentiment, manage crises, and spur innovation. After all, in 2024, data is king, and people’s opinions are the royal counsel.

Online brand monitoring plays a crucial role in this process, enabling tracking of brand mentions in real-time and conversations across various online platforms.

What is brand monitoring?

In today’s digital world, monitoring and tracking your brand online is crucial as it lives in the public eye like never before. Brand monitoring steps into this spotlight, serving as a crucial navigator, helping businesses understand and react to how their identity is perceived and discussed across various channels.

Brand monitoring vs social monitoring

Is brand monitoring the same as social monitoring? Like tracking mentions, they share similarities but are not identical twins.

Social monitoring focuses specifically on social media channels. Think of social media monitoring as a detective with a specialized beat, focusing solely on social mentions like tweets, Facebook posts, and Instagram stories that can make or break public opinion in a heartbeat.

On the other hand, brand monitoring is a comprehensive process—it looks beyond social media, scanning websites, blogs, forums, and wherever their name might pop up. It analyzes public sentiment, identifies warning signs, and leverages positive energy to guide the brand’s narrative.

Media monitoring campaign

Why is brand monitoring important?

Brand monitoring isn’t just a buzzword; it’s crucial to maintaining a brand’s health and success. With the right strategies, you can ensure your brand resonates well with the audience, stays ahead of potential issues, and remains competitive in the market.

Understand customer sentiment

Knowing the brand sentiment customers feel can make all the difference. Brand monitoring equips companies with insight into general sentiment, allowing them to better tailor their strategies and products to meet customer expectations.

Engage with your customers

Active engagement is key. Whether it’s praise, questions, or complaints, responding to customer feedback shows that a brand cares. This dialogue enhances customer loyalty and can turn customers into brand advocates.

Reputation and crisis management

It only takes one slip to damage a reputation that took years to build. Staying on top of online conversations through brand monitoring acts as an early warning system, allowing businesses to promptly address negative comments, customer complaints, or issues and mitigate potential crises.


Watch your competitors

Keeping an eye on the competition is crucial. Competitor analysis reveals where they’re excelling and where they’re not, offering an opportunity to differentiate yourself and capture underserved portions of the market.

Identify key influencers

Influencers can amplify a brand’s message far and wide. Companies can effectively boost their reach and credibility by identifying and collaborating with those who have sway over their target audience.

Brand monitoring can also be used to track industry trends, news sites, review sites, and online forums.

What should you monitor?

Company and brand-related keywords

Tracking your company name is a no-brainer. But to go one step further, you should include everything that you think people would mention alongside your brand name such as:

Misspellings and variations

We rely on Google and spell-checkers more than we’d like to admit. For this reason, you should include common misspellings and variations of your brand name.

Keyword settings Mention


Your brand name may happen to be a normal word or a generic name such as ‘mac’ – which could be Macintosh computers from Apple or ‘MAC’, a cosmetic brand.

In this case, you’ll want to distinguish it from other brands by including keywords usually associated with your brand. By tracking variations of your brand name, you can pick up conversations you may have missed.

Branded keywords or hashtags

This could be your brand’s slogan, tagline or hashtag, such as ‘Just Do It’ or ‘I’m Lovin’ It’. It’s a good idea to track brand mentions and related keywords as they may be mentioned instead of your brand name.

Event hashtags

Events may be a huge part of your brand, such as HubSpot’s annual #Inbound conference or Apple’s #WWDC. For this reason, you’ll definitely want to track what people say before, during, and after the event.

Your CEO

Monitoring the mentions of the executive leaders of your company is important for a lot of reasons, especially for reputation management. You’ll want to keep a close eye on any negative mentions of your C-suites and have a process to respond to them.

2. Product or service-related keywords



Suppose you’re a large company with many different offerings like Amazon or an agency that provides multiple services. In that case, you’ll want to track specific products or services, such as Amazon Prime and Amazon Kindle, and your branded keywords.

Product hashtags

Sometimes, people mention your product instead of your brand by using a hashtag on Twitter or Instagram, such as #MacBook or #iPhone.

3. Campaign-related keywords

It’s important to follow campaign-related keywords and hashtags closely, whether you’re launching an influencer collaboration on Instagram or a special promotion on a micro-site.

As campaign keywords may only be active for a short period of time, you’ll want to gauge what people are saying at the beginning so you can react quickly.

In the case of Pepsi’s disastrous ad with Kendall Jenner, monitoring the campaign mentions just after the video was published could have prompted them to pull the plug immediately instead of after receiving a lot of backlash.

4. Competitor-related keywords

Example of share of voice


Name and products

Monitoring the names and products of your main competitors can help you gain valuable insights into the market. For example, you’ll be able to learn about their latest product and campaign releases, compare your key metrics against theirs (including share of voice), and adopt the strategies that are working for them.

You can also track negative mentions of your competitors and then contact their unhappy customers to try to convert them.

twitter unhappy customers

Campaign and branded hashtags

Checking your mentions of your competitors regularly will keep you updated with any new campaigns they launch. Once you’re aware of a new campaign they’re running, you should follow it closely to see how it’s performing.

5. Industry keywords

Common terms, hashtags, and trends

You’ve just looked at what people say about your key competitors, and now you’ll want to expand that to the rest of your industry. Monitoring industry keywords is a great way to identify new trends and opportunities.

Create marketing campaigns or content based on your industry’s new and relevant trending keywords. This can help drive some of that related traffic to your website.


Influencer marketing has become one of the most popular marketing strategies around. According to a recent poll, it has now outranked organic search and email marketing as the most cost-effective and fastest-growing online acquisition channel.

Influencers include both brand ambassadors as well as industry or subject experts. You can identify both types in your industry by using a tool that lets you filter your industry search results by influencer score.

For example, if I wanted to find influencers on the topic of “Olympic games,” I would enter that as my keyword and set my filters to show me results only from people above a certain influencer score.

Influencers Mention


Implement a Brand Monitoring Strategy

When considering how to monitor a brand’s presence, one must first pinpoint its exact objectives. Are you curious about consumer sentiment or seeking fresh sales opportunities? Identifying these targets is crucial.

It’s like choosing the ingredients for a recipe – what’s the main dish? Reputation, leads, or market trends?

Once the goals are clear, finding the tools that suit both budget and scope is essential. Think of this as picking out the best kitchen gadgets; some are fancier with more bells and whistles than others, but which will do the job effectively?

Next, it’s all about keywords and alerts. Imagine setting a net to catch specific fish in a vast ocean of online chatter. Regularly update this list to stay current; hashtags and buzzwords aren’t set in stone.

Who’s the captain of this ship? Assigning roles within the team ensures someone is always on deck, watching the horizon for brand mention and engaging with the audience.

TaskTeam Member
Monitor MentionsSarah
Engage with PostsRahul
Data AnalysisAlex

It’s not just about collecting data; it’s about what one does with it. Review and act on those insights!

It’s like reading a recipe—it’s no good unless implemented. This step might inform a tangy twist in your marketing strategy or add an unexpected spice to product development.

Lastly, the strategy should adapt and evolve. The market and audience tastes can change as fast as the latest foodie trend.

Keep tweaking the strategy as the feedback comes in. In brand monitoring, the right team constantly refining their approach is successful!

Additionally, understanding the impact of your brand monitoring efforts can significantly enhance their effectiveness, providing insights into audience reception and guiding future marketing campaigns.

Top Brand Monitoring Tools

Discovering the top brand monitoring tools can revolutionize how businesses listen to their online audience. These online brand monitoring services are indispensable for tracking brand mentions, analyzing social conversations, understanding customer sentiments, and monitoring activities across social media platforms and social media posts.

These tools allow you to receive email notifications whenever your predefined keyword is mentioned online, offering a simple yet effective way to monitor your brand’s online presence.


Mention is a social listening and brand monitoring tool that enables businesses to track their online presence in real-time. They offer comprehensive analytics that allow teams to stay on top of all mentions and respond swiftly.

Their platform is user-friendly and offers in-depth insights into brand performance.

Mention dashboard


With Brandwatch, companies have advanced options for detailed data analysis.

Their brand monitoring software has been celebrated for its features, which facilitate a better understanding of market trends and competitor strategies, assisting brands in making informed decisions.

Brandwatch dashboard


Hootsuite is more than just a social media management tool; it’s a comprehensive solution for monitoring brand reputation.

Its intuitive dashboards let users oversee multiple streams of social media feedback and relevant mentions, ensuring they’re always in the loop with public perception.

Hootsuite homepage

Google Alerts

Exploring free brand monitoring tools like Google Alerts can be a great starting point for businesses new to brand monitoring. Google Alerts is a straightforward, no-cost tool for monitoring brand mentions across the web.

Set up is a breeze, and companies can receive real-time alerts whenever their chosen keywords are mentioned online, making it essential for any digital brand strategy.

Google Alerts

Challenges and Limitations of Brand Monitoring

Are you struggling with a large amount of data, trying to find that one valuable insight that could make a big difference for your brand? Dealing with so much data is a real problem.

It’s like sifting through a haystack looking for needles—only the haystack is endless, and the needles are sometimes invisible.

Sentiment analysis can be challenging due to unstructured data, contextual ambiguity, and the complexity of detecting irony and sarcasm.

However, navigating these challenges and finding actionable insights is possible with the right tools and guidance.

Keeping up with effective brand monitoring requires teamwork — at least a dedicated team, if not a whole village.

Ever felt like you’re walking on a tightrope when handling private information? When it comes to privacy and legal concerns, you better believe them.

With rules and regulations changing from one location to another, each step could be a potential legal banana skin.

Finally, keeping up with the Joneses—or in this case, digital platforms—is a full-time gig.

They evolve faster than fashion trends, and so must the tools for monitoring them. It’s about staying ahead of the curve, or risk being left behind.

Media monitoring campaign


In assessing the scope and impact of brand monitoring, it becomes clear that the potential for enhancing customer engagement is significant.

When a business monitors media and tracks brand mentions, it gains valuable insights that can shape strategy and improve the public perception of the brand.

Monitoring brand mentions across various online platforms, such as search results, social media, and other content, is crucial for distinguishing between positive and negative discussions related to the brand.

To amplify the effectiveness of a brand’s online presence, tools that streamline the process of monitoring conversations become indispensable.

By leveraging such tools, companies can stay ahead of discussions, harness customer feedback, address negative sentiment promptly, and seize opportunities to connect with their audience.

Curious about experiencing the difference brand monitoring can make for your business?

Consider exploring Mention’s monitoring feature to capture every conversation and refine your brand’s image with precision.

It’s an investment in your brand’s future, steering you towards informed decisions and robust consumer relations. Are you ready to transform how you engage with your audience?

Lucas Carval

Lucas is a Growth Specialist at Mention, where he focuses on digital marketing, SEO, outreach, and social listening. Since joining Mention in October 2023, he has quickly made an impact by implementing strategies that enhance the company's lead generation. With over 2 years of experience in digital marketing, Lucas previously grew a streetwear Instagram page network from 0 to 120k followers in a year. He holds certifications in Google Analytics and has been recognized for his expertise through his bachelor's degree in Economics and Management.

Growth Specialist @Mention