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Sometimes we talk about the usage of social media 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 of the reputable news sources. In fact, a recent report regarding the recent US elections has even said that one in five Americans get their news from social media influencers. This means companies, that are competing to stay ahead, need to 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 to adjust their strategies accordingly.
One important thing is the delivery of news materials through social media channels, which are fundamentally different from traditional media. Firstly, they operate in a rapidly changing landscape where information flows constantly. Secondly, 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 look into ways companies can monitor their mentions effectively with social media being a major news source.
Proxy Servers For Monitoring Trends Across Regions
Proxy servers are not just becoming a tool of importance for individual users, but also for companies. They 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 which 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 their product is being discussed in Japan, they can just simply connect to a proxy server with an IP in Japan and get access to 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 around the world.
Following the flow of information globally helps to have a comprehensive understanding of the topic, especially when the monitoring conductors gather data to build public sentiment analysis.
Strategic Partnerships For Licensed Data Access
When it comes to data scraping, it surely is a controversial topic. There can be several legal and ethical concerns behind it, and the FTC has even pointed out how big tech companies use vast surveillance to see behavior patterns. To make sure they are not overstepping their boundaries, some companies are forming strategic partnerships with big data sources to get the data they need.
For example, Google recently announced a partnership 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 same tactic to look for their mentions in a more legal and compliant way. Other than data, it can also give them exclusive insights in the long run, thereby giving them a competitive advantage over others.
Leveraging AI-Driven Sentiment Analysis
Many companies now use AI for different purposes, and one of them is 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.
In fact, a 2024 report on media monitoring found that AI sentiment analysis is one of the primary methods used by companies 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 keep track of 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 in place 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 need to monitor their brand mentions efficiently to see where the momentum is heading and make changes accordingly, and for that, proxies and AI are becoming real assets in their pockets, leading the frontier of the most used professional tools in that regard.
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The opinions expressed in this article are those of the author and do not necessarily reflect the views or positions of KISS PR or its partners. This content is provided for informational purposes only and should not be construed as legal, financial, or professional advice. KISS PR makes no representations as to the accuracy, completeness, correctness, suitability, or validity of any information in this article and will not be liable for any errors, omissions, or delays in this information or any losses, injuries, or damages arising from its display or use. All information is provided on an as-is basis.
