BrandMentions 7.0: Social Listening Edge for Marketers?

Unlocking Market Insights: A Step-by-Step Guide to BrandMentions 7.0

Staying ahead in marketing requires more than just posting; it demands keen news analysis dissecting algorithm changes and emerging platforms. We need to understand how audiences react and adapt. Mastering social listening and sentiment analysis tools is vital for informed decision-making. But which tool provides the best insights? Let’s explore BrandMentions 7.0 and learn how to use it for powerful marketing intelligence. Is this the edge your campaigns have been missing?

Step 1: Setting Up Your First Project

The first step in harnessing the power of BrandMentions 7.0 is creating a project. Projects act as containers for all the data you’ll collect. I remember when I first started using social listening tools back in 2022, the setup was always a headache. Thankfully, BrandMentions has simplified the process.

1.1: Project Creation

1. Log in to your BrandMentions 7.0 account. If you don’t have one, sign up for a free trial.
2. Click the “New Project” button located on the top right of the dashboard.
3. In the “Project Name” field, enter a descriptive name for your project (e.g., “Acme Corp Brand Monitoring”).
4. In the “Keywords” field, enter the keywords you want to track. Separate each keyword with a comma. For example: “Acme Corp, Acme Products, Acme Customer Service.” Don’t be afraid to get specific.
5. Under “Languages”, select the languages you want to monitor. This is critical for accurate sentiment analysis.
6. Click the “Create Project” button.

Pro Tip: Start with a small set of highly relevant keywords. You can always add more later. I usually begin with the brand name and key product names.

Common Mistake: Forgetting to specify languages. This can lead to inaccurate results and wasted data.

Expected Outcome: A new project created with your specified keywords and languages. The system will begin collecting data immediately.

Step 2: Exploring the Dashboard and Data

Once your project is set up, it’s time to explore the dashboard and start analyzing the data. The dashboard provides a high-level overview of your brand mentions, sentiment, and top sources.

2.1: Navigating the Dashboard

1. Click on the project you created in Step 1.
2. The dashboard will display several widgets, including:
   • Total Mentions: The total number of times your keywords have been mentioned.
   • Sentiment Score: An overall sentiment score based on the mentions.
   • Top Sources: The websites and social media platforms where your keywords are being mentioned most frequently.
   • Recent Mentions: A live feed of the latest mentions.
3. Click on each widget to drill down into more detailed data.

2.2: Analyzing Sentiment

Understanding the sentiment surrounding your brand is crucial. BrandMentions 7.0 uses advanced AI to analyze the sentiment of each mention and assigns a score from -1 (negative) to +1 (positive).

1. In the dashboard, locate the “Sentiment Score” widget.
2. Click on the widget to view a detailed sentiment analysis report.
3. The report will show the percentage of positive, negative, and neutral mentions.
4. Examine the individual mentions to understand the context of the sentiment.

Pro Tip: Don’t rely solely on the overall sentiment score. Always examine the individual mentions to understand the nuances of the sentiment. I saw a client last year, a small bakery in Midtown Atlanta, whose “negative” mentions were actually complaints about long lines – a good problem to have!

Common Mistake: Ignoring neutral mentions. These can often provide valuable insights into customer perceptions.

Expected Outcome: A clear understanding of the overall sentiment surrounding your brand and the ability to identify specific issues or trends.

Step 3: Filtering and Segmenting Data

To get the most out of BrandMentions 7.0, you need to be able to filter and segment the data. This allows you to focus on specific areas of interest and identify key insights. This is especially useful as you refine your social media ROI.

3.1: Filtering by Source

You can filter mentions by source to see where your brand is being mentioned most frequently. This can help you identify the most influential platforms for your target audience. According to a recent IAB report, social media ad spend is increasingly concentrated on niche platforms, so understanding these sources is vital.

1. In the dashboard, click on the “Top Sources” widget.
2. A list of sources will be displayed, along with the number of mentions for each source.
3. Click on a specific source to filter the mentions and view only those from that source.

3.2: Filtering by Sentiment

You can also filter mentions by sentiment to focus on positive, negative, or neutral mentions. This can help you quickly identify potential problems or opportunities.

1. In the dashboard, click on the “Sentiment Score” widget.
2. Click on the “Positive,” “Negative,” or “Neutral” tab to filter the mentions accordingly.

3.3: Advanced Filtering

For more advanced filtering, you can use the “Filters” panel on the left-hand side of the screen.

1. Click on the “Filters” panel.
2. You can filter by:
   • Date Range: Specify a specific date range for your analysis.
   • Language: Filter by language.
   • Country: Filter by country.
   • Domain Authority: Filter by the domain authority of the source website.
3. Click the “Apply Filters” button to apply your filters.

Pro Tip: Use the “Domain Authority” filter to focus on mentions from high-authority websites. These mentions are more likely to have a significant impact on your brand reputation. We had a client in Buckhead whose reputation was heavily influenced by mentions in the Atlanta Business Chronicle.

Common Mistake: Not using filters to narrow down the data and focus on the most relevant mentions. This can lead to information overload and missed opportunities.

Expected Outcome: The ability to quickly and easily filter and segment data to focus on specific areas of interest.

Step 4: Creating Custom Reports

BrandMentions 7.0 allows you to create custom reports to visualize your data and share insights with your team. These reports can be customized to include the metrics and visualizations that are most important to you. Here’s what nobody tells you: a beautiful report isn’t worth much if it doesn’t drive action. To ensure your reports are effective, consider these data traps.

4.1: Report Creation

1. Click on the “Reports” tab in the main navigation.
2. Click the “Create Report” button.
3. Enter a name for your report (e.g., “Acme Corp Monthly Report”).
4. Select the metrics you want to include in your report. These may include:
   • Total Mentions
   • Sentiment Score
   • Top Sources
   • Keyword Cloud
   • Trend Analysis
5. Choose the visualizations you want to use for each metric. These may include:
   • Line charts
   • Bar charts
   • Pie charts
   • Word clouds
6. Click the “Create Report” button.

4.2: Report Customization

Once your report is created, you can customize it further by adding text, images, and annotations.

1. Click on the report you created in Step 4.1.
2. Click the “Edit” button.
3. Use the drag-and-drop interface to rearrange the widgets and add new elements.
4. Click on a widget to customize its settings.
5. Click the “Save” button to save your changes.

4.3: Report Sharing

You can share your reports with your team by exporting them as PDF files or by inviting them to view the reports online.

1. Click on the report you want to share.
2. Click the “Share” button.
3. Choose the sharing option you prefer.

Pro Tip: Schedule regular report generation to automate the process and ensure that your team always has access to the latest data. We set up weekly reports for a client in the healthcare industry, focusing on patient sentiment around new service offerings at Northside Hospital.

Common Mistake: Creating reports that are too complex or that include too much data. Focus on the key metrics that are most important to your team.

Expected Outcome: Custom reports that visualize your social listening data and provide actionable insights for your team.

Step 5: Setting Up Alerts

Staying informed about critical mentions in real-time is vital. BrandMentions 7.0 allows you to set up alerts that notify you when specific keywords are mentioned or when there are significant changes in sentiment. I recall one time when we didn’t have alerts set up and missed a major PR crisis brewing until it was almost too late! This is especially crucial if you are facing a social media crisis.

5.1: Alert Creation

1. Click on the “Alerts” tab in the main navigation.
2. Click the “Create Alert” button.
3. Enter a name for your alert (e.g., “Negative Sentiment Alert”).
4. Specify the keywords you want to monitor.
5. Choose the alert trigger. This may include:
   • New Mention: Triggered when a new mention is detected.
   • Negative Sentiment: Triggered when a mention with negative sentiment is detected.
   • High Volume: Triggered when there is a sudden increase in the volume of mentions.
6. Specify the notification method. This may include:
   • Email: Receive email notifications.
   • Slack: Receive notifications in a Slack channel.
7. Click the “Create Alert” button.

Pro Tip: Set up alerts for negative sentiment to quickly identify and address potential PR crises. Also, consider setting up alerts for competitor mentions to track their marketing activities.

Common Mistake: Setting up too many alerts. This can lead to alert fatigue and missed notifications. Focus on the most critical triggers.

Expected Outcome: Real-time notifications about critical mentions and sentiment changes, allowing you to respond quickly and effectively.

By following these steps, you can effectively use BrandMentions 7.0 for news analysis dissecting algorithm changes and emerging platforms, mastering social listening and sentiment analysis. The platform empowers you to monitor your brand, track competitor activity, and identify emerging trends. It’s a powerful tool for any marketing professional looking to gain a competitive edge.

Start today by setting up a project and experimenting with the filtering and reporting features. Even a small investment of time will yield significant insights into your brand’s online presence, allowing you to make data-driven decisions and ultimately, boost your marketing ROI. Don’t just listen to the chatter; understand it, and use it to your advantage.