Going Beyond Google Alerts – Why it’s No Longer Enough

2018/05/16 08:14

While Google Alerts is an effective reputation management tool, it shouldn’t be the only tool you’re using.

Today’s businesses have an array of impressive reputation management tools available to them.

In the beginning, though, Google Alerts was one of the very first tools that businesses started making use of to track their brands’ reputations online and one that many businesses still rely on today. However, Google Alerts is no longer enough on its own.

Why Google Alerts is so popular

This free tool sends out email updates when specific keywords and phrases are searched for. Brands across the globe are using this tool to monitor mentions of their business, or keywords around it, and to keep an eye on their competitors.

Content marketers also tend to turn to Google Alerts to discover new topics that may be trending or subjects that could be used to develop content of their own.

It’s really quick and easy to setup and you get to receive emails at a frequency that you specify.

Plus, for many, Google is the go-to name for all things search, which is why businesses see it as a valuable source of information.

Should you really only be relying on Google Alerts?

The short answer is: Not on its own.

While there is nothing wrong with keeping Google Alerts in your marketing toolbox, there are a few reasons why your business shouldn’t solely be relying on it.

  • Analytics are not included. While it’s all good and well to track and monitor mentions, it would be far more helpful to also be able to track metrics such as the volume of mentions, demographics of users and your share of online voice to name but a few. Google Alerts, unfortunately, doesn’t offer you these in-depth insights.
  • It’s not that accurate. Back in 2013, there were a few whispers about Google Alerts dying a slow death and in 2015, the same rumours started to surface again. A number of brands have also run reputation management tools in conjunction with Google Alerts, only to find that Google was only picking up on a fraction of the mentions, which means you’re potentially not receiving all the data that you could be.
  • It doesn’t give you the full picture. Google Alerts doesn’t keep track of social media mentions and it doesn’t include live TV or radio broadcasts, which once again means that you’re potentially missing out on a lot of valuable data.

Over and above these aspects, while a reputation monitoring tool will offer easy-to-download and comprehensive reports, using Google Alerts will require you to spend additional time manually putting reports together.

Google Alerts alternatives

Below is a list of a few effective reputation management tools that you can use in conjunction with or in place of Google Alerts.

  1. Mention. With the help of over 1 billion sources that include blogs, social media and the web, Mention gives you the ability to track your brand, competitors and even your customers using your own search criteria. Along with receiving daily emails, you can also run a quick search for immediate results that can be exported to PDF or CSV.
  2. Hootsuite. This popular social media management platform not only allows you to schedule social media posts across a variety of different platforms but it also offers you useful insights by giving you the option to track keywords and conversations.
  3. Brand24. This social media listening tool helps monitor conversations around your brand, keywords or your products. It even allows you to respond to people directly from the app. The analytics can also be filtered according to source, number of website visits and sentiment.
  4. Talkwalker Alerts. This platform helps you monitor the web for mentions of your brand, competitors or any other keyword or topic that you feel is pertinent to your business. This tool has the ability to track mentions across the web as well as social media, delivering them to you in a comprehensive email. This is also one of the most highly-customisable tools out there.
  5. Awario. This is another great tool for monitoring your presence and reputation on social media and the web. Awario will sort your data according to social platform or source and lets you reply directly to users from your dashboard.
  6. Buzzsumo. If you’re looking to enhance your approach to content marketing, Buzzsumo is an excellent tool. Using keywords, this tool will help you find the most engaging content on the web based on how often an article or post was shared and engaged with.
  7. BoardReader. If keeping track of activity on message boards and forums is important to your brand then BoardReader will really come in handy. Use keywords to search across a multitude of forums.
  8. Anewstip. This media monitoring and relationship management tool is used by entrepreneurs, marketers and PR professionals. This database contains millions of news articles and tweets from media contacts.

Deciding on a reputation monitoring and management tool all depends on your goals and requirements as a business. Luckily, many of today’s tools offer multiple functions and will generally fit the requirements of most brands.

What tool are you currently using to monitor your brand online or brainstorm content?