Brand Monitoring

In the realm of social media, the concept of brand monitoring is understood more as the act of not just listening to the audience but also as an opportunity to better engage with them. It's a strategic practice that, if done correctly, can directly boost a company's net promoter score. Yet, fewer and fewer companies seem to understand the practice and its nearly countless benefits, or worse, they understand it but refuse to allocate the appropriate resources to achieve even a fraction of the possible wins.

We have spoken with Amani Channel, who is the founder of Media and Diversity, a company that does brand monitoring for a good portion of its working day, about the old and new ways of approaching the practice, some tools that can be used to get the job done, and the aforementioned net promoter score.