As a Brand Manager, your responsibilities are aplenty. Social media monitoring, managing your various social profiles, handling your marketing campaigns, assessing the performance of your peers, identifying gaps in the market, and forecasting trends.

Neither do you have the time to manually draw data for insights nor should you because these methods are outdated. But what if there was a tool that could help you keep track of your media mentions and also help draw intelligent insights? These new-age tools actively listen to what is being said about your business and act on it. But first, let us understand what media mentions are.

What are media mentions?

A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.

Scott D. Cook

Be it a rave review or a negative rant, everyone today goes online to express their opinions. And contrary to popular belief, online conversations don’t just matter to marketing teams but your brand on the whole.

Customers are the source of your business and revenue and that is why their opinions should be taken into account. But manually scouring the internet, through millions of webpages for all possible mentions is extremely tedious, time-consuming, and outdated. And that’s where brand monitoring comes in.

What is media monitoring? 

We all love to be told what a good job we’re doing, but real development stems from the constructive feedback we receive. For this reason, it is important to track your business’s online presence and monitor what is being said.

Media monitoring is the tracking of your brand mentions across social media and web pages using relevant keywords. Media monitoring tools reveal a lot of actionable insight about your brand, how well you are faring in the market, the industry trends, and even as compared to your competitors. 

Amazon is one of the many businesses, testament to how brand mentions can be effectively monitored for the most enhanced customer experience. Amazon Founder, CEO Jeff Bezos is well aware that every 140-character tweet reaches scores of people, certainly much more than word-of-mouth ever will.

And that is why Amazon’s customer support has always been top-notch, offering customers incentives to write online reviews, pro-actively responding to their feedback, making sure there is always a positive buzz around the brand. 

If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the internet, they can each tell 6,000.

Jeff Bezos 

This quote of Bezos’s is a direct reflection of how powerful customer reviews can be. Whether it is positive or negative feedback, it needs to be tracked, monitored, and dealt with effectively. So it is important to monitor these conversations, ‘listen’ and get real-time updates about your brand and act on them effectively.

Use media mentions to make business-impacting decisions

Having access to data is one thing but deriving intelligent insights that impact decision making is quite another. 

  • Get a daily digest of curated topics that are relevant to your area of interest and line of business. 
  • Set alerts for relevant keywords and get notified about brand mentions in real-time.
  • Every brand mention is an opportunity to engage with your customers. When it’s a positive mention, or a negative rant, turn each review into a positive one! 

For instance, Southwest Airlines sure averted a major PR crisis by merely acting on the negative social media mentions with concern, thanks to their active media monitoring. In 2015, a technical glitch resulted in thousands of Southwest Airlines passengers stranded at the airport, delaying over 800 flights. Naturally, the disgruntled travelers took to social media to voice their dissatisfaction. 

It could have been a catastrophe if not for their ‘fire-fighting squad’ who artfully handled the fiasco. The airline personally replied to every single tweet (which ran to the tune of tens of thousands) by tracking their social media mentions and even bought pizza (okay, that clearly sealed the deal) for those complaining of being stuck hungry in the airport. 

The airline was lauded for the way they handled this crisis and appreciation came flooding in from the very customers who ranted about them a few hours earlier. This is a classic example of how important it is to track what is being said about your brand and using them to derive actionable insights. 

Wondering where to begin tracking your brand mentions? 

Look no further, we have got you covered. The online landscape is gargantuan and it is important that you cover every area and stay abreast of the latest news, without missing a single mention. You need a specialized and advanced automated media monitoring tool giving you the latest updates in real-time.

De-clutter with Uptime

Uptime is our one-stop AI/ ML-based media monitoring solution that curates comprehensive and accurate news from global and hyper-local sources. It goes beyond just keeping you informed and helps you draw actionable insights from your brand mentions.

Uptime’s operational dashboard presents accurate, updated, and validated information to the users with its analytical features that double up as a platform for analysis and decision making. Whether you want to accelerate sales, increase your leads, monitor competitors, or are a credit risk advisor looking for an assessment, Uptime monitoring can help you make data-driven decisions. 

Talk to our experts today to get a free consultation and know more.


Shobana Sridhar is a Content Marketer. She is passionate about the art of storytelling- through her words, her photos and her experiments in the kitchen. She is a designer, travel enthusiast, history geek and an ardent coffee-lover.

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