Real-time mention tracking can be a very powerful tool, but there are certain cases when it’s particularly important. We’d like to highlight the top three. Just keep in mind that, like with all here-and-now analytics, it’s nearly useless if you’re not ready to act right after obtaining the data.
The most common case is a product launch, when it’s all about understanding the first feedback and reshaping your communication on the fly. In a way, it’s the ultimate in-the-beginning-was-the-word moment, where the first good or bad batch of feedback sets the tone for the rest. The same is true of a spreading PR crisis, when being late to the party means leaving all your hard work to chance.
The second case is zero-cost influencer marketing. Sure, having a budget for celebrity advertising is nice, but some influences out there might be already using your product on a low-profile basis. After all, they, too, need things like cereal in the morning or dumbbells for their at-home workout. It might not be the collab of your dreams, but it’s basically full-blown advertising you never spent a dime on. Your job is to take notice and react quickly — before it turns into old news.
The third case is keeping your ears open and tracking real-time mentions routinely. If people are looking for something in your product category at this very moment, you don’t want to miss out on that, right? In other words, potential customers might be waiting for you to start the conversation, and you need to be aware of that. Just leave the tracking part to tools like Smelter and take advantage of whatever they dig up for you.
To summarize, here’s when it’s important to track real-time mentions:
- When you’re having a product launch or a PR-crisis, and time is not on your side.
- When taking the zero-cost influencer marketing route.
- When you’re looking for customers who are ready to buy your stuff right now.