Sometimes, we discuss social media usage as a modern-day phenomenon and put the topic in the context of relatively minor discussions, missing the reality that social media can be more influential than some reputable news sources.
A recent report on the US elections said that one in five Americans gets their news from social media influencers. This means companies competing to stay ahead must actively monitor their brand mentions and see whether they are being used as news sources. This is not only for analyzing their publicity but also helps them adjust their strategies accordingly.
One important aspect is the delivery of news materials through social media channels, which are fundamentally different from traditional media. First, they operate in a rapidly changing landscape where information flows constantly. Second, the main promoters of such information are usually the audience, not the newsroom of journalists and editors, which makes the process of tracking and managing the impact of information quite challenging.
In this blog, we will examine ways companies can monitor their mentions effectively, given that social media is a major news source.
Proxy Servers For Monitoring Trends Across Regions
Proxy servers are becoming a tool of importance not just for individual users but also for companies. Companies can now use proxies to find out how they are being discussed in different parts of the world. This is because different regions have different restrictions that prevent them from accessing information. So, companies can use multiple proxies to access platforms and see what the topic of discussion is.
For example, if a company based in the US wants to see how its product is being discussed in Japan, it can simply connect to a proxy server with an IP in Japan and access the country’s content and discussions. This is mainly how companies and brands can use proxies and other privacy-based tools to get insights into what’s happening with their brand worldwide.
Following the flow of information globally helps to comprehensively understand the topic, especially when the monitoring conductors gather data to build public sentiment analysis.
Strategic Partnerships For Licensed Data Access
Data scraping is undoubtedly a controversial topic. Several legal and ethical concerns can be behind it, and the FTC has even pointed out how big tech companies use vast surveillance to see behavior patterns. To ensure they are not overstepping their boundaries, some companies are forming strategic partnerships with significant data sources to get the data they need.
For example, Google recently partnered with Reddit to allow users to access its platform to look for trending topics or mentions of their brands. Other brands and companies can also follow this tactic to look for their mentions more legally and compliantly. In addition to data, it can also give them exclusive insights in the long run, giving them a competitive advantage.
Leveraging AI-Driven Sentiment Analysis
Many companies now use AI for different purposes, including sentiment analysis. This involves analyzing thousands of images, posts, mentions, videos, etc., to understand the tone and emotional context around their brand. This means companies can use the help of AI and find out whether there’s a change in sentiment.
A 2024 report on media monitoring found that AI sentiment analysis is one of the primary methods companies use to analyze public opinion. With the help of AI, they can quickly track how people respond to their brand and give responses accordingly.
The Power of Real-Time Media Monitoring And Hashtag Tracking
Most companies now use real-time media monitoring and hashtag analysis to track trending topics or event discussions. We know that hashtags are a big part of any social media discussion to keep them more organized. Almost 61% of companies have some form of social listening system related to their brand or industry to look for potential trends.
It also helps brands to see if there are any potential risks or reputational consequences in social media conversations regarding their brand. This helps them to prepare in advance and give out rapid responses with enough context. For example, if a hashtag for a brand suddenly gains
traction, they can look into these conversations with the help of sentiment analysis and prepare their strategy accordingly.
Final Thoughts
It’s not a surprise why companies would want to have the picture of their mentions across social media – they need to see what’s on the plate for today and be ahead of their competitors. Since most people get their news from social media, companies must monitor their brand mentions
efficiently to see where the momentum is heading and make changes accordingly. For that, proxies and AI are becoming tangible assets in their pockets, leading the frontier of the most used professional tools in that regard.
