Product Review – Brand24
Product Description
Brand24 is a social media monitor. They help track reach, measure awareness and buzz around the brand. One of the unique features is that it allows you to insert different keywords or hashtags together. It’s efficient and helps save businesses time since all the mentioned results are on one site. The monitor is useful for PR professionals since it allows them in the moment access to critical mentions.
Product Opinion
Brand24 is easy to use since you just have to input either a keyword or hashtag you want to follow. You then create your first “project” and they include a step-by-step tour around the different features. They also have webinars that show how to get the most out of Brand24. My favorite part is that it allows you to create multiple projects at a time and then compare the results. Brand24 is a good tool for PR and social media representatives. I do believe it would be perfect for influencers who have just started their careers. I loved how user-friendly the website is but I hated how it didn’t recognize slang and therefore feel reports aren’t accurate.
Pros
Mobile app for on-the-go tracking
Can block sites/accounts you don’t want to collect mentions from
“Success advisor “a chat where you include your monitoring purpose for a more personalized setup
“Storm alerts” receive notifications if number of mentions or reach drops a certain level
Comparison tab - allows you to keep track of competitors’ mentions and compare them to your own project
Cons
Sends too many email updates
Have to pay “pro” upgrade to get real-time updates
Can’t filter by engagement until you upgrade
Have to link your own Facebook/Instagram account to collect mentions
Negative and positive filters can’t be trusted to be accurate. Flagged a mention as negative because of slang usage
PDF download labels the report “This report was generated using a trial account.”
Best used for
Researching influencers to potentially work with and their engagement rates
Communication crisis- During a scandal, the brand can track how the public is reacting and compose a response depending on the support/lack of support in the mentions
During campaigns- check what hashtags are trending and use them in supporting posts
Score
★★★✰✰
Bottom Line
Brand24 is a good option for medium-sized businesses who can afford the “pro” subscription. It's an easy-to-use product but brands can’t trust it blindly and still have to do their own research. It still has some bugs such as not recognizing the appropriate use of slang and therefore placing it under the wrong label. It’s a good add-on tool since it allows you to analyze your competitors.
