Brand24

Brand24 is a fully integrated online reputation management, media monitoring, and competitor tracking solution tailored for businesses of all sizes.

The software works by crawling the entire web, which includes social media platforms, news sites, blogs, podcasts and videos, to monitor and detect mentions of the specific terms, key phrases, and keywords set by the user. Brand24 enables users to listen in on or track conversations that include important mentions of their brand or any terms they’re monitoring. With this strategy, businesses, brand managers, and marketing teams can gain meaningful insights into discussions, allowing them to better understand the context and sentiment.

While most Brand24 customers use the software to keep track of their brand mentions, the platform is also capable of other functions. It can be used to monitor hashtags, target keywords and key phrases, as well as mentions of competitor brands. The data or insights that can be obtained from Brand24 can facilitate multiple aspects of an organization’s marketing strategy, a brand manager’s workflow, or a marketing firm’s approach to combating the competition.

For example, users can leverage the Brand24 insights to calculate or measure their brand sentiment and awareness, conduct analysis on online conversations, identify their most influential brand ambassadors, as well as manage their brand’s online reputation, and detect potential issues before they become serious problems. Brand24 can also be used to collect competitive intelligence, measure the efficacy of marketing campaigns, create rich customer profiles, and identify new link-building opportunities by targeting unlinked brand mentions.

Brand24 Features

Brand24 is equipped with a plethora of features and capabilities designed to streamline the processes associated with online reputation management, media monitoring, and competitor tracking. The following are just a few of the aforementioned features that users can expect from the social listening platform:

Discussion volume chart

This feature enables users to easily identify any sudden changes within the discussion volume to protect their company and brand image. This is where brand managers can spot potential issues and act before they escalate. It also allows them to maximize the opportunity presented by any positive publicity the brand might already be receiving.

The discussion volume chart, in the form of a line graph, is the first thing users will see on Brand24’s mentions dashboard. The graph will show users the number of mentions and the changes that have occurred to those mentions over time. This includes mentions of their tracked keywords and phrases, as well as their social media and non-social media reach.

The important thing to remember here is that if the lines are all trending upward, it’s a sign that brand awareness is growing and the company’s marketing initiatives are paying off.

Mentions feed

The mentions feed is where users discover what their target customers say about their brand and the company. They can use the information to take the appropriate action in real-time and engage in discussions relevant to their business, with just a single click. The mentions feed is located just below the chart, although it can also be accessed through the summary and analysis dashboards via the left sidebar.

The mentions feed is a running list of all brand mentions within the context of various social media platforms. Every status update on Facebook, every post on Instagram, every Tweet, blog post, news story, forum comment, and video upload that mentions or says something about the brand or tracked keyword will appear on the mentions feed for the user to access.

They can browse the mentions feed to get more information and see exactly what people are saying about the brand/company or their targeted keywords. Users will then be able to leverage those insights to engage with leads/customers more efficiently in real-time.

Mention analytics

Mention analytics lets marketers and brand managers better understand the people talking about their brand online, on social media, and on other platforms. With this feature, they can analyze the “buzz” quality and quantity; i.e., whether the mentions are positive or negative, and the volume or number of mentions, all to capture new insights about the customers and identify sales opportunities.

The mentioned analytics feature can be accessed through the analysis tab on the left sidebar. This will take users to the Analysis Center, which is Brand24’s built-in social media analytics tool. From this area, users will be able to dig deeper into their social media mentions data and gain access to a host of metrics.

One of the key components of the social media analytics solution is the snapshot of key performance indicators (KPIs), which includes social media interactions, total mentions, user-generated content, estimated social and non-social reach, likes, and advertising value equivalency (AVE) value.

Sentiment analysis

This feature gives users, specifically brand managers, and agencies, the ability to better understand customer sentiment; i.e., their attitude towards the brand/company. Mention sentiment can be positive, negative, or neutral, and it can be useful in identifying problematic aspects that require the immediate attention of reputation management teams and brand managers.

Users can access the sentiment analysis panel by clicking the button that says “Show Sentiment,” just above the discussion volume chart. Clicking the button will expand the graph to reveal sentiment data. This Brand24 feature works by looking at the words that are associated with or appear alongside mentions of the tracked keyword or phrase. The system will automatically classify the associated words as positive, negative, or neutral and then plot them on the sentiment chart/graph.

For example, if a social media user makes a post or a tweet that mentions the brand and then associates it with words like “awesome” or “love,” the system (Brand24) will classify this as a positive mention. On the other hand, if that social media post included terms like “awful” or “hate,” then the system will tag it as a negative mention. Mentions will only be tagged as neutral when they’re unclear or if the system can’t classify them as either positive or negative.

Brand24 Benefits

Brand24 has many benefits that marketing professionals and brand managers can appreciate. This includes its ability to help brands identify their top ambassadors (influencers) with relative ease, how it can facilitate the process of gathering meaningful insights, and its capacity to identify potential issues in real-time. The following are some of the main benefits of choosing Brand24 as a social listening, online reputation management, and competitor tracking platform:

Uncover public attitudes toward the brand and take immediate action

Brand24 provides its users with a real-time view of brand mentions and sentiment. They can easily see what people are saying or commenting about their brand, its products or services, or their targeted keywords. Users will have immediate access to mentions and comments, as well as the ability to track keywords to identify public sentiment. With such insights, they can post timely replies and take the appropriate actions to address compliments as well as complaints.

Identify top brand ambassadors and influencers

When it comes to social media and the online space in general, word of mouth plays a significant role in capturing and nurturing leads as well as finding new sales opportunities. The catalyst that will initially create that “word-of-mouth” spark online is the influencer. Any individual on social media can be an influencer. The key is to find the top influencers; the ones that have the most sway over their followers and other social media users, and then convert them into brand ambassadors. This is what Brand24 delivers to businesses and brands online.

Spot and prevent potential issues from escalating

When people post comments about a particular brand or product on social media, community forums, or review sites, the words they use often have a ripple effect that can quickly proliferate across other channels and platforms. This would be good if the comments were all positive, but if they are negative or inaccurate, things can quickly escalate and potentially damage a brand’s reputation. Brand24 offers its mentions feed and alert tools to help users quickly identify negative mentions so that appropriate actions can be taken before the issue escalates any further.

Brand24 Pricing

Brand24 offers four pricing options and a 14-day free trial. It starts with the Individual plan for $49/month, best suited for individuals looking to monitor a small brand. The Team plan is priced at $129/month and is ideal for startups and small brands looking to track and analyze their mentions. The next tier is the Pro package, which costs $178/month and is designed for growing brands and agencies that want to track, analyze, and benchmark against competitors.

The Enterprise option has a starting price of $348/month and is better suited for larger brands and businesses that require more advanced analytics and reporting. All prices are based on an annual billing cycle.

Conclusion

Brand24 performs well and does a good job of delivering results in real-time. It is packed with powerful social media monitoring features, even at the lowest price tier. It is well-designed, has a clean interface, and is easy to use, even for beginners. The pricing is quite reasonable as well, as it can cater to any size business/brand.