3 Ways to Find Brand Advocates using Media Monitoring
My colleague Marc recently spoke about brand advocacy, likening his mum to the ideal advocate. He hit it spot on: mum always support your “brand,” they defend you in public and are never afraid to tell others how amazing you are. While mums are built-in advocates, finding brand advocates for your business requires more time, effort and organisation. Social media monitoring tools like those offered by Meltwater help brands identify, segment and organise potential advocates across social communities. Removing the manual work lets you spend more time engaging with advocates and less time looking for them.
Keep reading for 3 ways to find brand advocates using media intelligence.
1. Social Media Monitoring
Meltwater uses keyword-driven search campaigns to find social media mentions about your brand, competitors and industry. The most straightforward way to find potential brand advocates is by simply looking through and sorting the list of your incoming brand mentions.
Browsing through brand-related searches is an easy way to identify potential brand advocates. Try sorting by poster influence to bring farther-reaching posts to the top. See definitions of view and rank below:
2. Sentiment Analysis
Sorting mentions by sentiment can also save you time when looking for brand advocates. All major social media monitoring tools offer sentiment analysis. At Meltwater, we analyse sentiment based on natural language processing (NLP). We then group together the most positive and negative posts for you to browse through using a trending theme cloud. Sorting trending themes by sentiment allows you to quickly understand what people love about you – and what they aren’t fans of too!
We’ve looked at how to find potential advocates through social media monitoring and sentiment analysis, but what about community members who engage with your brand? The “Top Posters” metric is often used to uncover fans based on users who interact most with your brand.
It’s worth noting, however, that mentions may not necessarily equal advocacy. This is especially the case when comments are negative. Perhaps top posters need a little more nurturing to become advocates later on. Either way, it’s likely that people who engage with your brand frequently have more potential of being brand advocates. The third method uncovers community members who are potentially advocating for your content, but not maybe not for your brand or products.
Once you’ve identified brand advocates it’s time segment them from other community members, since how you communicate with them should be different. You can do this by creating lists or tagging brand advocates. Maybe you want to segment them by users who have positively mentioned your product once and create another for those who have mentioned you several times. You can also organise user lists by geography or campaign as needed.
While a brand advocate on social media will never quite live up to a mum-vocate, they can have a significant positive influence on your brand. The influence of major celebrities of their communities are dwindling, that’s why micro influencers have started to rise. Think of your brand advocates as influencers too. Learn more about why micro influencers matter here!