What is the most lethal to overseas brands? How to prevent?

Jul 18, 2022
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"Father of Coca-Cola" Robert Woodruff once said a very famous sentence, roughly meaning that even if all Coca-Cola factories are destroyed by fire, as long as the Coca-Cola brand is still there, then the next day will be able to make a comeback.

Woodruff's remarks are obviously not random, because he is well aware of the value and vitality of the brand.

"Brand" can be said to be the core and most valuable asset of a company, but building a brand is not easy. It takes years or even decades to accumulate from establishment to growth. However, its collapse may be in an instant. occur.

The collapse of brand image often starts from the fermentation of negative public opinion. In today's mobile Internet era, a large-scale spread of negative public opinion about a brand may lead to the collapse of the brand, destroying years of hard work. It can be seen that negative public opinion is an invisible hand that greatly damages the brand.

Negative public opinion is so damaging to brands, so how to prevent the impact of negative brand public opinion? In fact, the outbreak of public opinion also has stages, which are mainly divided into incubation period, formation period, fluctuation period and subsidence period. The incubation period is the stage in which risks are latent and public opinion is initiated. When public opinion has just occurred, due to the scattered distribution of network information and very limited diffusion, it has not yet attracted public attention and discussion. Entering the formative period, public opinion will ferment, enlarge, and even boil over. Negative public opinion begins to spread rapidly, and the affected audience also expands rapidly, making the situation uncontrollable. Therefore, in the latent period and early formation period of public opinion, it is very important to quickly discover brand-related public opinion and take specific countermeasures in time.

For overseas brands, most of them are in the early stage of establishing and cultivating brand awareness overseas. The audience has limited awareness of them, and their brand stickiness and ability to fight are relatively fragile. influences.

The difficulty at this time is that negative public opinions may come from any platform, and public relations crises may occur at any time. How to quickly discover relevant public opinions and give early warning?

Today's social media, with its wide reach and rapid spread, has become a field of social public opinion, and it has become a fermentation field of brand public opinion. Due to the large number of users and global distribution, overseas social media should undoubtedly be the top priority of brand maintenance and public opinion monitoring. Doing a good job in source prevention and control, establishing a public opinion early warning and monitoring mechanism, and grasping the brand public opinion information of overseas social media in a timely and accurate manner are necessary for overseas brands.

Specifically, overseas mainstream social media platforms such as Facebook, Twitter, Instagram, and YouTube, as well as the search engine platform Google, should be included in the scope of public opinion monitoring of overseas brands, so that public opinion prevention and control can be foresight, early warning, and the first after discovery. Time to report, to prevent negative public opinion from fermenting, and prevent the situation from escalating into a public relations crisis.

However, in the current era of mobile Internet information explosion, massive amounts of information appear on various platforms all the time, public opinion information increases exponentially, and public opinion dissemination is complex and changeable. In the face of complex information with different degrees of relevance and harm, how to quickly obtain brand-related public opinion is a difficult problem in public opinion monitoring.

In this regard, the most straightforward and almost the only solution is to use professional public opinion monitoring and analysis tools to obtain public opinion on overseas brands by technical means, and to give early warnings to key information.

Public opinion is not unmeasurable.

Through technical capabilities and quantitative means, the brand public opinion of various mainstream platforms is centralized into a single functional module, which will bring high efficiency and great convenience to the public opinion monitoring of the given sea brand. The "public opinion" module of Marketing Cloud has the above characteristics.

The more and more scattered the platforms are, the more difficult it is to monitor public opinion. "Cross-platform public opinion monitoring" covers four major overseas social media platforms: Facebook, Twitter, Instagram, and YouTube, saving the time of manually going to each platform to collect public opinion-related information. , which improves the efficiency of public opinion monitoring; for public opinion-related posts, you can choose to sort by "latest" and "hottest"; in the public opinion analysis section, the statistics of relevant post data, the number of post interactions, and The cursor displays the details of each data point, and the public opinion data is clear at a glance.

In addition to social media platforms, brand public opinion on Google is also the target of monitoring for overseas brands. The Google public opinion monitoring function provides relevant data summary statistics and changing trends related to monitoring words in the Google network, and provides a list of relevant public opinion content And the link to the original text, each content is marked with "negative emotion, positive emotion, neutral emotion", which saves relevant personnel's evaluation and classification time, and facilitates quicker response to key public opinions.

Relying on Twitter's official API, Twitter keywords show powerful insights into public opinion. Through this function, overseas brands can quickly get the content they care about and turn this data into actionable business insights.

The "Volume Trend" in the figure below realizes the minute-level monitoring of the volume trend of brands/topics/events and hot content:

The "emotional word cloud" automatically monitors the emotional characteristics of the content, from which you can find the content that needs the most attention:

"Propagation Links" helps users find key influencers and content in the communication process by digging deep into the communication links:

In addition, the "public opinion" module also provides related functions such as Twitter trends, Instagram hashtags, and Reddit keywords. Among them, the Twitter trend is the most popular topic on the Twitter platform obtained through the Twitter data interface. You can further understand and experience it after logging in to the marketing cloud.

"Good things don't go out, bad things travel thousands of miles", it can be seen that public opinion control has always been a problem. If a certain public opinion is not handled properly or the brand public opinion monitoring is not in place, the rapid spread through various platforms may evolve into a public relations crisis for the brand side, which will damage the brand value. For brands, the use of relevant public opinion technical tools to prevent problems, detect them in time, treat them positively, and minimize losses. This may be the meaning of corporate brand public opinion management.

All the data in this article comes from public data, and the data acquisition and analysis tools come from Marketing Cloud, a global social media data marketing management platform. For more overseas social media data of brands, please log in to Marketing Cloud to view.

If you are interested in the public opinion monitoring and more functions of Marketing Cloud mentioned in the article, please leave your contact information, and we will arrange professional overseas social media marketing experts to get in touch with you.

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