The best way to locate content that’s being shared about your brand is to set up a Google Alert. Alerts by Google let you monitor the web for new mentions of a particular search or phrase. It can be a great way to uncover earned media (the most trusted kind of publicity).
To monitor your brand name, for example, you might create an alert for, “Acme Widget Company Ltd.” and have it send you an email whenever there’s a new result.
You can set up multiple alerts, too. For example, if you’re monitoring customer reviews closely, you can set up an alert for “Gamma Widget Review” to see if your customers are talking about your product elsewhere.
As far as how to use content about your brand, there are a few simple, but effective strategies:
- Share it on your social media profiles with a quote and link from the source.
- Quote good reviews in a blog post or website testimonial.
- Reply to any negative reviews or media and use it to repair or maintain good relationships with your customers.