An Audit is a comprehensive one-time exercise that taps into conversations retrospectively (usually a period of one year). An audit will help companies understand how their brand or product stands placed as of today. It’s a snapshot of customer opinion and issues over a period of time, and this information becomes invaluable when you are charting your marketing proposition / strategy for the future.
An audit can vary in scope (an audit around your particular company / brand or one for your particular industry and competition-set) as well as in the time-period it covers (for example – yearly, half-yearly, and so on).

Your company needs a brand audit when:
It is an established business that has a diverse range of consumer-facing products and services

You would like to gauge the popular online perception around your brand

You are considering a new marketing strategy, or analyzing the feasibility of a new business

You would like to know how your competitors, or existing players in the market, are perceived online

Then there’s Live Monitoring, which gives companies insights into customer thought on a daily basis. Monitoring helps companies gauge what’s working, and what’s not, whether it’s a new product you’ve launched or a new advertising strategy. It becomes an especially important tool if you would like to address customer issues or concerns on a real-time basis. Apart from earning a grateful customer, you may just be able to avert a potential PR disaster.

Your company needs regular monitoring when:
You have an extremely consumer-facing business where responding to negative comments, and concerns around your product or service is extremely important

You would like to analyze the online sentiment around a particular marketing strategy / advertising campaign

You would like to track trends in consumer thought and behavior on a continual basis

A brand audit and live month-on-month monitoring are separate services and you can choose to commission them individually. Some of the deliverables of this monitoring exercise are:

• Aggregation of all online conversations related to your brand / service

• Custom lists of blogs/sites that will allow us to track the shifting influence of must-watch bloggers or opinion-leaders

• Tone / sentiment scoring for conversations

• Identifying trends and providing consumer / market insights

• Analysis – Conversations that could be pivotal in consumer purchase decisions; reason behind positive and negative intent

• Alerts on crucial conversations / key messages

• Influencer identification, profile analysis and engagement

• Competitor analysis – broad mapping of the conversations around your competitors and the industry you operate in.

Every monitoring activity, be it an audit or a live monitoring project, is accompanied by a comprehensive report that details our findings.