But how can you stay on top of all the different types of media online? All the different bloggers that could post something about you at any moment? Newspapers that could publish an article mentioning you without your knowledge?
Go to http://www.google.com/alerts to setup your alerts system.
The alerts system works based on “Search query” words or keywords. These are the words that’ll trigger a Google alert.
The most basic queries you’ll want to watch are your own brand name, your own name, the names of the CEO, President and Founders, the names of your products and any other prominent names associated with your company.
This gives you a strong net of keywords to catch any media mention of you or your company.
In addition to setting up these basic level keywords, you should also setup keywords to monitor factors in your industry and your market that you should know about.
For example, let’s say you own a company that sells gold, provides gold storage and provides gold insurance. Some keywords you might also want to watch are keywords related to the price of gold. Or you might want to watch keywords related to euro country defaults, as gold prices rise when trust in currencies fall. These alerts will allow you to react to market conditions much faster than if you waited to hear about it through the grapevine.
What should you do when you get an alert telling you that your company has been mentioned?
First, read the alert and the article carefully. Take a look at the article’s comments section and see what the response to the piece has been like. Go to the publication’s Facebook page and see what kind of comments are being saying about the piece. Go to your own Facebook page and see if anyone has mentioned the article.
Then, once you have a good idea of what the piece was about and how people are reacting to it, form a response.
Your response could be a full fledged denial or rebuttal of the story to be posted on your own website. Or it could be something as simple as a response in the comment section. Sometimes the best response is to just ignore it – But it still pays to be aware of it.