Tools to Monitor Your Social CRM Reputation - dummies

Tools to Monitor Your Social CRM Reputation

By Kyle Lacy, Stephanie Diamond, Jon Ferrara

The power of viral reminds you that your social reputations can be influenced by the smallest actions. To ensure your Social CRM is hitting the target, use online monitoring tools. These tools help you know what people are saying about your brand in real time. When your brand is mentioned, you want to know.

Following are some reputation-monitoring review sites to consider:

  • The Consumerist: The tagline of this site is “Shoppers bite back.” Its staff has an irreverent attitude and presents columns like “Customer Disservice” and “What in the What Now.” This site, affiliated with the publisher of Consumer Reports, accepts tips from consumers about bad service or products. Staffers research stories and provide information that they believe will empower consumers. The site doesn’t accept advertising.

  • PlanetFeedback: This site enables consumers to post letters addressed to the companies with which they have customer service issues. The letters are published online, and everyone can add a comment.


Following are some free monitoring tools to consider:

  • Social Mention: You start by putting a search term in the search box. The search engine then returns mentions of the term on Twitter, StumbleUpon, and more than 100 other social media sites.

    What’s useful about this search engine is that not only does it return the search results, it also provides these content measures:

    • Strength: The probability that your topic will be mentioned

    • Sentiment: Positive versus negative results

    • Passion: The probability that the respondents will repeatedly mention you

  • Addict-o-matic: Promises the “latest buzz on any topic.” Their searches cover blogs, articles, and social platforms, including YouTube. The key benefit of this site is the Bookmark tool, which allows you to save your searches and come back to them.


  • Google Alerts: This tool allows you to set up automated keyword searches that alert you when content has been updated. They are very easy to set up, and you can have a multitude of them. You can put in your company name, names of industry influentials, or any other searches you do daily. Google searches its database and returns the results to you via e-mail or Google Reader.

Also consider using these fee-based tools as necessary:

  • Radian6: This tool is popular among enterprise users and is now owned by It’s easy to scale, has a solid dashboard that shows you conversations across the web, and offers a unique feature that allows you to tag workflow.

  • Trackur: This is an affordable tool (you can choose from several tiers) that allows you to track your brand mentions on the web. What’s different about this tool is that in addition to returning search results, Trackur makes it easy for you to see who influences your brand.

  • Sprout Social: With this web application, your company can customize its social media monitoring and create good-looking reports from the results. You can analyze your influencers and compare yourself to your competitors.

  • Wildfire’s Social Media Monitor: More of a comparison site than a tracking site, but it’s very useful. You can compare Twitter feeds or Facebook pages on the fly. For example, you can compare your company to your competitors — based on Twitter or Facebook accounts — or check out the leader boards to see how the big companies compare.