Drugi jezik na kojem je dostupan ovaj članak: Bosnian
In business practice, it is not a rare occurrence that business owners have one perception of their brand or product, while their users have a different, often completely opposite image. And the famous quote from Jeff Bezos, “Your brand is what other people say about you when you’re not in the room”, best describes this phenomenon.
Careful analysis of your brand doesn’t end when you put it on the market. It’s only then that we need to monitor the product in relation to the market, competition and, of course, the end users. Some digital analytics methods can be great allies in monitoring the impression that consumers have about our product, and special attention should be paid to the following five items:
1 – Monitoring comments on social networks
The comments that users leave on social networks are of great importance to us. Although social networks, as well as comments on sites, give the impression that users leave them lightly, and often write something they would never say in real life, most of these comments are honest. Even the number of likes on certain comments can show us what kind of mood prevails about our product. Given that social network monitoring and analysis is not easy and requires great knowledge and time, many companies opt for the involvement of specialized agencies that monitor social networks and online media.
2 – Selecting the right social network
While there are rules and metrics to see which target group is more present on which social network, sometimes it can be shown that general analysis doesn’t apply to each individual product. Often the key step in relation to the competition can be long-term investment and presence on a social network that may not be recognized as ideal for our product at the start. This, besides the advantage over the competition, can also bring contact with a wider range of customers.
3 – Monitoring PR news
When monitoring published PR announcements, it’s not only about monitoring the agreements we have made with the media, but also about measuring the results of these announcements. If we carefully analyze the PR news and, of course, comments on them, we can see not only what the users think about our brand, but also whether we have chosen a good media and the section for cooperation. Sometimes it is more successful to publish PR news in a smaller, specialized media than in large news media. Also, by analyzing comments on PR articles, we can estimate how much the users liked our product campaign and whether we hit the target group. The Digital Element startup company was the first in our region to develop software for reading and understanding Serbian language, and has the ability to track all news and PR releases, as well as measure consumer sentiment towards a particular campaign or product.
4 – Measuring success of posts
Although every social network has its own analytics, it is best to engage professional agencies for their full and deep analysis. If we analyze our posts on our own, it can bring us great benefits, but it also take away the perception and the ability of seeing the wider picture and context, which are provided by the professionals who deal with analysis of digital media, social networks and online media. Analysis of posts will show us not only how people react to them, but what kind of content works best, and what is the best timing for posting.
5 – Monitoring comments on forums
Sometimes forums can be more important than social networks, because in their discussions they gather people interested in that specific topic. Product comments, reviews, as well as comments about specific campaigns are common forum topics. Digital Element is a pioneer in Serbian market in offering collection and analysis of comments posted on forums, and these can be very useful to companies.
Analyzing your own brand should be approached responsibly and meticulously, by engaging professional agency when necessary. Digital analytics can bring us knowledge of how to correct elements that are not in line with defined strategies and business goals, and how to develop a brand and harness all its strength.