Business Problem

Our client, a big manufacturing brand, wanted to monitor how their brand perception was evolving on a day-to-day basis. They knew that their customers were talking about them on social media. Few had good things to say about the brand and few had not-so-good things to say.

They were also aware that negative comments about their brand on social media could escalate into a major crisis if not addressed within time.

Our client wanted us to help them stay on top of customer comments on social media. They wanted us to track their brand’s mentions on social media and identify issues that needed to be addressed immediately by their team.

They also wanted us to set up an alerting system prolong a positive brand reputation at the time when people were holding motions against them. They were fearful that if they didn’t keep a check on what grumpy people are complaining and didn’t drive the negativity off their brand, it will lead to an unfortunate future.

The client reached out to us - Infovision Social, to pull all the social chattering mentioning their brand and other information floating online so their personnel can work to subdue the issues in the concerning areas: New York, New Hampshire, and Vermont.

They wanted to stay on top of all social media coverage mentioning their brand, the regions of interest, and relevant news related to some chemicals. The client also wanted in-depth monitoring reports encompassing social media channels, comprehensive coverage for a real impact on brand reputation, and crisis alerting services for strategic decision-making.

Solution

We set up a weekly social media monitoring report for the client that is made following an in-depth reporting mechanism to capture the corporate buzz. We started our action plan focusing the tracking on the following areas of concern:

• Monitor Facebook: We monitored Facebook to capture brands mention around the topic of interest. We manually scanned through all the Facebook groups as given by the client and also made a document of screenshots from Facebook along with summaries.

• Monitor Twitter: We monitored Twitter for Tweets around special chemical names and individual sections of concern to the client. We also did a manual search for priority Twitter handles separately, as given by the client. 

• Competitor Analysis: We monitored their competitors who talked about the crisis along with the brands' mention. We also looked upon for any major action performed around our client’s manufacturing unit. 

Additionally, our team of expert analysts had also set alerting for Twitter and Facebook as and when any sign of crisis concerning the client surfaced. We also manually researched for posts of national importance and identified influencers saying about the brand in the concerned areas.

Benefits

The corporate media monitoring and crisis alerting services allowed our client to protect their brand reputation. They were able to keep negativity off their brand. It also gave a boost to its communication strategy for the brand’s reputation.

The in-depth reporting mechanism improved the effectiveness of the client’s communication program. Our no spam, no junk, and 100% relevant reports helped the client make a strategic decision when it comes to brand reputation.