Tools for Managing Your Brand Online
By monitoring chatter, a publisher doubles traffic.
Monitoring your magazine brand’s Web reputation can be just as important as updating your magazine’s Web page.
Amanda MacArthur, Mequoda Group editor and publisher, has three online tools that are necessary for her company to monitor and manage their brand.
The rationale behind signing up for free alerts and networks? Constant conversation with your readership. “Sometimes people will link to the wrong page,” MacArthur said. “If we post a free special report, a blogger may link to our homepage instead of the report itself. We’ll be alerted through a social media tool and contact the blogger to remedy the situation.”
By constantly monitoring what readers and competitors are saying about them—and what they’re linking to—Mequoda has been able to increase traffic to its site and get sign-ups for its email newsletter. Mequoda’s traffic has more than doubled from 12,000 unique visitors per month in March 2008 to 31,000. From one post on Twitter, Mequoda sees between 50 and 60 visitors, according to MacArthur. “Twitter is now our second biggest traffic driver after Google,” she said, Mequoda now boasts a 28 percent conversion rate for newsletter sign-ups.
“People are easily impressed,” said MacArthur. “If you are aware of comments about your brand and respond to a comments, readers will get very excited.”
Here are three online tools that MacArthur swears by for monitoring her brand online:
Tweet Later (www.tweetlater.com)
A “Twitter Productivity Tool,” this free function tracks keywords and can be set up to automatically email a daily digest of all of a brand’s daily mentions on Twitter. The professional service, which offers account management and further integration costs $29.97 per month.
Competitors: Google Alerts
BackType tracks what’s being said about content across the Web using BackType Connect, which supports every major publishing platform for blogs, as well as Twitter, Digg, FriendFeed and Reddit. Publishers work with BackType to display related conversations inline with existing comments on their properties to encourage more engagement.
Competitors: uberVU, yacktrack
SocialMention’s search platform tracks conversations across the Web in real time, aggregating user generated content such as blogs, status updates, comments, bookmarks, and videos into a single stream of information. It offers a free, adhoc search engine that provides tracking and metrics with support for more than 75 social media properties and is available in multiple formats.