Whether you know it or not, people are talking about you, your brand, or your organization online. This could be happening right now. Do you have any earthly idea what they are saying? Do you like what they are saying? Do you care?

What can you do to stay on top of what is being said about you? You need a strategy or an online monitoring system that will keep you informed about what’s going on in your industry. The monitoring system that you set up will serve as a listening station, and it will give you the opportunity to make things right in the early stages when something has been done that can do damage to your brand. 

For example, when I was co-owner of a shoe business, sometimes our fulfillment department was a little slow in filling our online orders. Customers would send strong emails and create damaging postings in different online channels. We knew right away that we were responsible for anything and anyone that was a part of or an extension to our brand. We had to create a system that would help us monitor our brand online and take action right away. Therefore, we wouldn’t lose clients and potentially lose revenue.

Here are the specific actions that you, as an individual or organization can take to monitor your brand online.

1.    Sign up for Google Alerts. This is a very simple process, fast, easy, and free. I suggest you start with the following: Your personal name and its variations; the name of your organization or company; the names of the brands you consider important, products, and services. Believe it or not, you must include your key competitors. After all, you have to know what they are up to, right? Last, set up the notification feature in Google Alerts to be notified by email or RSS feed.

2.    Engage and Join the Conversation: You know online monitoring is not just for the negative comments or conversations out there. There is a space for the positive ones as well. If someone says something positive about you, you do want to thank them immediately. If someone says something negative about you, you need to respond to what is being said about you. Otherwise, his side of the conversation is the one on the record. The best way to respond is to use the same media the comment was originally delivered.

3.    Provide The Solution To The Problem:  You will see that credit will pour in for you just for listening to the outcry of your audience. You will get even more credit for responding. But your job is not complete until you follow through and do your best to provide a solution and solve the problem. I know you are saying I can’t please everyone. But you should do your best to do everything you can to make it right. In the advertising business, we called this a “Make Good” to the customer. And whatever you do, don’t blame the customer for the problem.