How Waves Audio Tracks Product Launches With Mention

The main reason that Waves invested in media monitoring was to follow conversations about its products online. Relying simply on Google searches and free tools didn't bring great results, says Sam Ben-David, Waves’ Social Media Manager. "We release a new product every month. Because we have a lot of products, there are a lot of people talking about them online”, said Sam. “I was looking around for ways to track everything we're doing, mostly with hashtag tracking tools like Keyhole. But I wasn't really getting what I wanted."

Sam also wanted to be able to take all these mentions and analyze them, to find trends. "Because we have a lot of different products and demographics, I wanted to categorize them and find the best way to listen to different conversations." Waves chose Mention.

"The amount of things that you can track is amazing. For us to be able to follow what someone says about a new product release is really helpful."

Waves is in an enviable position: it has great products, its plugins power much of popular music, and musicians all over the world talk about them. "Big musicians regularly talk about us on the radio and online. So it's nice when we can spot a big artist mentioning us that we might've missed on Twitter for example. If it doesn't come up in our notifications feed, we wouldn't see it without Mention."

"We work with one well-known producer in particular who mentioned us in a Tweet about using one of our tools but we didn't see it on Twitter because he didn't tag us on our Twitter account. But I saw it come up in my dashboard in Mention. That was incredibly useful and eye opening as to how you can miss so many things if someone doesn’t tag you in a post. A lot of the big musicians or producers don't think to use the "@" mention all the time.

Using Mention means that we have managed to find a lot of very big musicians and producers talking about us who didn't tag us using our handle."