Brand tracking has always been an Ad Agency function that is shrouded in a bit of mystery. Now it is more than ever important to know how people perceive your brand and what kinds of conversations they are having about you. For small start ups who can't afford an agency to track brand perceptions there are several DYI ways to get a good pulse on what is being said about your brand.
Ice Rocket blog search has a great function called Big Buzz that will give you a running timeline of anything that is said about your brand. People are also using Twitter to track what people are saying about brands, below is a map of tweets about brands during the Superbowl (found in the NY Times)
Facebook groups are also a good way to see if there is any positive or negative discussions are happening about your brand. Ultimately, you have to be vigilant about about keeping a finger on the pulse otherwise you will be caught off guard when something good or something bad happens.
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