How brands use tools to monitor public opinion

Heimin 2021-02-23 17:13:25
brands use tools monitor public

With the rapid development of big data analysis and public opinion monitoring , Enterprise brands pay more and more attention to Internet public opinion service , Good word of mouth marketing is good for communication , And more crisis public opinion will have a certain impact on the brand , Brands are also accelerating their growth , After verification , Good business model and tuyere will be favored by capital immediately .

Capital is like an accelerator , With intervention, you can expand rapidly , Take more market share , But when the market iterates fast , Brands will always encounter big and small word-of-mouth problems , As an enterprise PR, How to face these word-of-mouth problems easily from the perspective of brand ? today Zhiyuan Combined with their own experience to analyze .

First do PR Basically, we need to have three responsibilities and abilities :

1. Press repression , For those who discredit the brand , Or maliciously attacking customers , Our responsibility and ability to respond quickly to negative news .

2. The ability to delete news , How to communicate or channel , Make some mischief , The ability to quickly process distorted information .

3. The ability of journalism , What kind of platform is the brand press release released in different stages of the brand , What kind of audience to face , The ability of personal identification and Analysis .

 How brands use tools to monitor public opinion

1- Clever use of public opinion monitoring software -

So brand in the early days , May not use the monitoring of public opinion software system , When the brand reaches a certain number of users , Usually the brand is in Baidu , Or when Sogou established its own brand matrix , We need to introduce brand public opinion monitoring software .

What is public opinion Software :

It used to be the government , By purchasing computer software , For news websites , Forum , Blog , In the form of big data capture , Implement testing , Collect brand related data and key public opinions , Now it's also used in large enterprises , The listed company , Or face c Brands with more end consumers, etc .

You can understand that :

Using this public opinion Software , It can automatically analyze the development trend of brand related public opinion information , The first website of public opinion information , author , Reprints , Heat change , Evaluate interventions , The effect of handling public opinion, etc .

 How brands use tools to monitor public opinion

2- Misunderstanding of public opinion software -

1. Internet public opinion monitoring software is not of great value

For friends who have just come into contact with public opinion monitoring software , Or new PR, Some may understand the difference , Public opinion software doesn't have much value , This kind of idea is actually quite out of date .

Now the emergence of the Internet industry , Social media is also everything , The whole market is changing all the time , Public opinion crisis is breaking out faster and faster , A message , A video , At the same time, the burst time is short , Public opinion develops rapidly , And the media is becoming less and less popular , Weakening , Enterprises will not be able to obtain information in time , And after dealing with the problem , Seriously affect the customer experience , Create unnecessary public opinion behavior .

Enterprises or if they don't pay attention to consumers' experience and feelings , Consumers spread information about bad experiences on the Internet , Will bring crisis to the brand , The purpose of public opinion monitoring software , You can use the data , Fast , Find out exactly where public opinion happens on the Internet , It is conducive to the rapid processing of enterprises .

2. Public opinion software is to monitor the enterprise itself

Many enterprises think that , Using public opinion monitoring software , They tend to focus on their own one-sided information , In fact, this will cause deviation in the results of public opinion monitoring , This is because we can not clearly understand the scope of public opinion monitoring .

Now the public opinion monitoring software can basically cover , WeChat , Journalism , Microblogging , Forum , Short video , Q & a platform ,APP etc. , Supported by a lot of data , Enterprises can gain a higher and further understanding , Not only can you understand your own situation , You can also learn about competitors , public opinion , Make the whole environment , The depth of the whole vertical field , comprehensive , Get to know .

3. Relying on manual search can be better than public opinion monitoring software

A lot of big brands , Or enterprises , Will be set up specifically responsible for public opinion monitoring and collection work , Smaller companies may be PR I'm doing it myself , Or choose your mother to help , Sign up for an annual cooperation framework . There are also many bosses who misunderstand the public opinion monitoring software , Think that manual search can do the job , But also according to the results of artificial search to write public opinion report .

In fact, this kind of working method is not only inefficient , And the analysis is not necessarily all reasonable , Whether it can help the brand or the enterprise to complete the work , It's the same thing . Now a lot of public opinion monitoring software , It's not just about monitoring the media , Forum , Even communities can cover , And Party B will cooperate with professional people to give report analysis and reasonable operation suggestions .

4. Public opinion monitoring software can solve all problems

In fact, this is also a kind of misleading , The purpose of public opinion monitoring software is to more reasonably monitor the brand and the public opinion produced by enterprises in the society , And crisis warning , It's not about software , The software is just to find the problem more intuitively The fundamental point of occurrence , Increase of efficiency , Reduce communication costs , Solve it quickly .

5. Public opinion monitoring = Public opinion monitoring

Public opinion monitoring system is to capture the speech information data that is publicly visible on the Internet , Analyze and summarize the meaning behind the hidden data . On the one hand, enterprise network public opinion monitoring is to help enterprises find public opinion as soon as possible , Buy enough time for subsequent processing , On the other hand, the brand or enterprise can fully grasp the form of public opinion , Provide sufficient basis for responding to the countermeasures , Monitoring is like checking .

 How brands use tools to monitor public opinion

3- What should we do if we detect public opinion -

Data from public opinion Software , Once a week , Or monthly reports can be used to show , that PR The team assumes a crisis , Or how to deal with neutral speech effectively , Zhiyuan's analysis is as follows based on his own experience :

1. Small crisis talk ( From Weibo Or forum )

If it's we media , Such behavior , Through data capture , Can effectively find the source address , And contacts ,PR The team can actively and effectively communicate with we media .

If it's traditional media , Or forum , Such behavior ,PR On the one hand, teams usually use positive communication , If the communication fails, it will be handed over directly to the third party , Party B's mother deals with .

2. Reprint too many public opinion articles

Suppose an article , In the form of running data , It can be seen that the reprint exceeds 20 perhaps 30 More than one media , So this kind of behavior , Check where the source address is , Suppose it's neutral media , Or local stations ,PR If the team is handed over to Party B for communication, the cost is too high , It can take the form of press repression , Do a word of mouth marketing , A large number of key words for publishing ,SEO Optimize it .

3. Big crisis events

This is relatively speaking , Everyone is not very strange , An article , A short video burst in an instant , There must be a reason , Enterprises or brands encounter such problems , first time , Set up a crisis team , A clear division of responsibilities , Find the owner of the source article or video , Or the media , Active communication , Second time , Investigate the specific causes , Third time , Take the initiative to respond , Active response is not to evade problems , But to make a reasonable explanation for the problem and how to change it into . Fourth time , After processing , Actively do positive news dissemination .

 How brands use tools to monitor public opinion

4- What enterprises are suitable for public opinion monitoring -

Public opinion software is relatively used by Party B's company , It's also an essential part , Help Party A to analyze data and public opinion , I think Party A's company , If the brand is in its infancy ,A round , Or just B At a stage like this , You don't need to buy public opinion software directly , This matter can be handed over to Party B SEO Companies do . When the brand is big enough ,B round + above , Buy directly from your own company , It's more convenient to introduce .

At the same time, larger enterprises are essential , There is another case , The company has many sub brands , There are ecological chain plates , Then the parent company will have public opinion monitoring software , Monitoring the entire ecological chain , The data of subprojects is also very important .

About the price of public opinion Software , There are many kinds on the market , Some are calculated by year , Some according to the number of times , Use it a few times , Some according to the key words of monitoring , I hope the above is helpful to you in PR It helps in development .

At the end :

Public opinion monitoring does not exist in isolation , Monitoring is not the purpose , Managing brand image is the ultimate goal . Therefore, after monitoring the network public opinion, we should also manage it , Including the analysis and judgment of the monitored data , Dealing with crisis events , Maintenance and upgrading of brand image .


  1. Baoji agent promoted by Kwai Fu
  2. How to do if you forget the password on the mobile phone screen? Just a few steps!
  3. Microsoft Surface laptop go: low cost laptop
  4. Anti haze which is the most practical, look at the 16 air purifier reputation!
  5. Baidu Baijia enterprise blue V account opens up a new fission mode to enhance brand publicity
  6. 快手装电脑的主播们卖得并不便宜
  7. 这一年人们都在搜索什么?谷歌搜索热榜,「新冠病毒」高居榜首
  8. 玄幻小说排行榜:斗罗大陆第四、伏天氏第三,谁是9月最火玄幻?
  9. 网红“操盘手”揭秘:3个月包装出网红主播 月入万元是常态
  10. 什么是便秘?孩子便秘怎么办?真不是只吃水果青菜那么简单
  11. Which smart speaker is better? Comparison and evaluation of tmall spirit X1 and Xiaomi AI speakers
  12. 教你抖音涨粉的3个方法,3天实现涨粉过千!
  13. 玩转抖音国际版看小姐姐!教你简单创建自己的美国App Store账号
  14. Enterprise hundred blue V certification helps enterprises build private domain traffic
  15. Leonard's secret service is too strong! He doesn't even know where he's going
  16. Tencent IEG open source AI SDK: automatic testing of chicken eating and MoBa games
  17. App classification ranking in 2019
  18. Through WAP, the real realization of mobile e-commerce is not constrained by time and region
  19. Which smart watch brand is good? Evaluation of 6 smart watches with high cost performance!
  20. 内容运营人必备的4个方法,让你不再为KPI发愁
  21. Mi's projector 72 hours experience, you should be most concerned about these six issues
  22. Kwai computer hosts are not selling cheap.
  23. What are people searching for this year? Google search hot list, "new coronavirus" tops the list
  24. Fantasy fiction ranking: Douluo mainland fourth, Futian third, who is the most popular fantasy in September?
  25. 活动运营:满足这4点,没有什么活动做不好
  26. 一文看懂活动运营
  27. Netizen's "trader" reveals secrets: it's normal for a netizen to make 10000 yuan a month in three months' packaging
  28. What is constipation? How does child constipation do? It's not just fruits and vegetables
  29. Teach you to shake the voice of the 3 ways to increase the powder, 3 days to achieve the tiktok thousand!
  30. 新手怎么做电商运营?初入电商行业需要注意什么?
  31. 如何快速搞清用户运营,不用苦逼找流量?
  32. Tiktok international version of the little sister! How to create your own U.S. app store account
  33. Four essential methods for content operators, so that you don't worry about KPI any more
  34. 2021年春节假期延长至2月27日?回应来了
  35. Activity operation: to meet these four points, there is no activity that cannot be done well
  36. Understand the operation of activities
  37. How do novices do e-commerce operations? What do you need to pay attention to when you first enter the e-commerce industry?
  38. How to quickly understand the user operation, without having to force to find traffic?
  39. Will the Spring Festival holiday be extended to February 27 in 2021? Here comes the response
  40. 百家号蓝v认证会额外给企业号增加哪些功能权益?
  41. What additional functional rights and interests will Baijia blue V certification add to enterprise number?
  42. 百家号蓝v认证所需资料及认证流程?
  43. What information and certification process do you need for Baijia blue V certification?
  44. 百家号认证费用是多少,有哪些需要的资料尼?
  45. How much is the fee of hundred family number certification? What information do you need?
  46. 孩子上网校=玩手机?哪家网校环境好?我亲自体验了学而思等4家
  47. Children online school = play mobile phone? Which online school environment is good? I personally experienced four companies including XRS
  48. 支付宝和微信怎么办?华为、银联联手反击了
  49. 2020年网络十大热词 不懂你就OUT了
  50. 这么简单的PPT目录页,随便一做就是好几页
  51. 忠言逆耳,2020年苹果手机别瞎买,这3款iPhone最值得考虑
  52. What about Alipay and WeChat? Huawei and UnionPay joined hands to fight back
  53. In 2020, the top ten hot words on the Internet will be out if you don't understand them
  54. Such a simple ppt directory page, just do a few pages
  55. Don't buy Apple's mobile phones in 2020. These three iPhones are worth considering
  56. 百家号企业蓝v认证教程?
  57. Office 2021预览版发布,无需订阅即可使用
  58. 一大波新手机在路上,旧手机怎么办?用这22种方式改造它
  59. Hundred enterprises blue V certification course?
  60. Preview version of office 2021 is published and can be used without subscription