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Tracking all of the visitors that come to your website from different sources and directions with your

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website is a key to a successful digital marketing and advertising.

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But you should also monitor what is being said or written about your company on other Web sites, such

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as news websites, forums or groups and social media.

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This is a barometer of how your company is perceived by the customers.

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You're going to react to any negative opinions and avoid the crisis in your image.

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You can find positive opinions and provide more of the things that your customers like.

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There are, of course, dozens of companies that provide tools that allow monitoring or brand listening,

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laying around to mention on ground before we will use our Twitter and Google alerts as examples as they

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are free and quite useful.

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Just had in mind that most people will give you more options than free tools, like calculating the

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amount of positive versus negative mentions, displaying only positive or only negative mentions, and

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allowing you to answer directly from the tool, at least for social media.

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So there is no need to visit each link separately.

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First, let's visit both with our dot com, they stole cross message boards, forums and discussion

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panels.

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As there are millions of comments, it would be impossible to do it manually.

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Let's assume we are a Nike company.

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We tape Nike into the saltbox.

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You can see a list of results at the bottom, they can be adjusted by the date, language and domain.

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There is even an advanced search option to find exact phrases or to exclude exclude some words.

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Once you click on any result, you are redirected to the source of the comment.

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You can react to it by posting your own answer.

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We have a Google alert.

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You'll receive notifications on your mentions of your brand directly into your e-mail.

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Go to Google dot com slash alerts.

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At the top, you enter the name of your brand or term that is interesting for you for any reason.

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Let's assume again we are from the Nike Company, then you to send e-mail to which you would like to

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receive notifications.

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Then you have options dropdown where you can choose how often you would like to receive new notifications

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from which sources like block or news sites in which language and from which region, and whether you

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want all results or only the best results chosen by the Google algorithm.

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Then below, you have a preview of the alerts that you will receive regularly.

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Of course, you can resign from the notifications any time you want.

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Once you receive notification, you should react to it.

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If you see any inconsistency in your article about your brand, right to the outlook to correct it,

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if you see any firm topic about your brand, take part in a discussion and react to both positive and

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negative opinions and so on.

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Please note that depending on the number of mentions, it can be a very tight, time consuming task.

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So you may have to hire a person who will take care of this area of your business.

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Also, you should know that it is impossible to monitor the whole Internet for every mention of your

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brand.

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So the most important parameter when you choose a tool is the number of sources that will covers.

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Take a couple of them and see, which gives you the most reliable results for your brand name before

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investing any money in a particular tool apart from brand monitoring.

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You should also take a wider perspective and check what RTT overall trends, things that are popular

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at the moment and that can be monetized by your company.

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You can also compare different trends and see how their popularity changes and which one you should

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focus on.

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There is a fantastic tool that is free, reliable and very popular.

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And it is, of course, Google Trends.

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Go to Google that trends that come.

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At the top, right, you can choose a country you're interested in, then you enter the search term

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or topic that you want to see data for, let's assume we are from the United States and we are the owner

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of the big shop with t shirts.

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We want to expand our range of products.

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And we think whether it will be better to produce T-shirts with the image of Kim Kardashian or Justin

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Bieber.

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So you type Kim Kardashian and choose it from the list.

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Then you click on the compare button and search for Justin Bieber.

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Then you can adjust your results by changing date range or type of third.

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Let's not change it for this example, you can see that a couple of months ago, Justin Bieber was much

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more searched for 100, gives you the maximum searches and all other data is relative to it at the moment.

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They have similar number of searches in the U.S. Before you decide who should be included on your shirt,

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there are, of course, thousands of different factors like what would be the price for the license

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or why Justin Bieber was so popular in a week from nine to 15 February.

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You can quickly check it on Google search engine type Justin Bieber.

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Click on any time dropdown.

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Choose custom and date nine February to 15 February.

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Looks like the new song was released around the time, so it certainly has something to do with the

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popularity and search results.

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You can use Google Trends to identify topics and business opportunities for your company on a regular

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basis.