Chapter 5
Choosing Your Best Monitoring Tools
In This Chapter
Monitoring matters
Introducing the tools
Integrating your goals
In this chapter, I get to play doctor. The patient, of course, is your online reputation — after all, monitoring mentions of your brand and name online is essential to the health of your reputation, which is essential to the health of your brand. Stick with me for a moment, please, because I have a narrative that’s going to help you think about social media analytics and monitoring systems in a brand-new way.
So for this chapter, I’m your doctor. I show you the best tools for taking care of yourself online no matter what size or shape you’re in. As with any health-related treatment, this technology evolves daily. Here, though, I do what I can to give you the most accurate, up-to-date information possible about monitoring platforms. By choosing the right monitoring tools, you’ll be able to best assess how you’re doing and decide what to do about the problems you find. Just bear in mind that the tools themselves will change, and the online landscape may change, but the basic principles that I outline here will remain the same.
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