Revised Study Reminds Brands Of The Blind Spot

by · April 3, 201311 comments

Social analytics platform Venuelabs first alerted us to the existence of a huge brand blind spot in social monitoring in 2011. The software, which focuses on monitoring your online storefronts — Yelp pages, Foursquare pages, Facebook pages, etc. — rather than performing keyword-based social monitoring like most listening platforms, is a slightly different spin on brand listening. Venuelabs’ perspective is to focus on your owned social pages.

We did a fairly deep dive into this conflict when Venuelabs’ first report emerged. Social monitoring firms generally confirmed they can (or do) monitor your storefronts. But for the non-standard’s (Twitter, Facebook, etc.), you — the brand — likely have to go in and manually set those tertiary ones up. In other words, they probably don’t monitor your pages on UrbanSpoon or Yelp automatically for you.

What Venuelabs is trying to do is sell their software by pointing out that keyword-based monitoring misses these branded storefronts. What they assume, however, is that brands aren’t already doing that. Sure, their software makes it easier. But if there’s a brand out there involved in social at all that is ignoring their storefronts — in fact, not manually checking them regularly — well, they kinda get what they deserve, don’t they?

Still, when Venuelabs set up analysis of many top-tier brands as if they were performing keyword-based monitoring, then compared it to its location-specific type, the results were stunning:

So, are you monitoring your online storefronts? Do you even know where all of yours are? (HINT: If you are a restaurant or retail location, you may have Yelp, UrbanSpoon, Google Places or other local-centric service pages you aren’t even aware exist.) If not, you may want to address the issue.

And know that keyword-based monitoring isn’t all you need to do.

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About Jason Falls

Jason Falls

Jason Falls is the founder and chief instigator for Social Media Explorer's blog. He is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for CafePress, one of the world's largest online retailers. His opinions are his, not necessarily theirs. Follow him on Twitter (@JasonFalls).

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Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • Dara Khajavi

    This is a fascinating point. Candid discussions between consumers are probably the best way to gather real input about a brand. I look forward to a day when brands can capture more of this information.

    However, I would like to point out that monitoring these conversations may be a violation of privacy.

    • http://socialmediaexplorer.com JasonFalls

      Thanks for chiming in, Dara. Wouldn’t be a violation of privacy as the monitoring that Venuelabs does is public conversations on virtual storefront pages (i.e. Yelp, UrbanSpoon, etc.) They wouldn’t have access to private conversations. They just do have access to conversations that may not necessarily mention the brand name, thus not setting off the traditional monitoring triggers.

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  • http://twitter.com/CatieRagusa Catie Ragusa

    Wow, Jason, this is incredibly interesting. I feel that brands should be checking these things regularly–it’s fairly easy to view check-ins, etc., and it seems that (especially when consumers are complaining like in the McDonald’s case) they’re ignoring/missing entirely too much customer feedback. I mean, 86%? Wow!

    Thanks for sharing this post. The infographic is great! What steps do you think brands should start taking to better keep up with consumer feedback?

  • Titanium metal

    Hai…good article…nice tips
    and useful for all. thank you

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  • Brent White

    This has never crossed my mind, thanks for the informative and eye opening report.
    Brent White
    http://www.gigitalmarketing.com

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  • Caroline Orr

    I’d always thought of ‘checking in’ on social media as a tool used primarily for consumers to communicate with other consumers, never thought about what a huge opportunity it creates for storefronts. Great information to consider!