Optimizing Brand Monitoring: Social Listening Meets Digital Watermarking

Brand content protection

June 6, 2023

Optimizing Brand Monitoring: Social Listening Meets Digital Watermarking

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How can you monitor your content online? Many professionals in digital will instinctively turn to social listening, and rightfully so. However, it's important to recognize that social listening is not the only solution for content monitoring. Before diving into social listening, there is a crucial preliminary step that should not be overlooked: protecting your visuals. This is where digital watermarking comes into play, setting it apart from social listening. To truly grasp the importance of these two approaches and understand their complementarity, it is essential to explore how they work.

Social Listening: Tracking online conversations

What is social listening?

It’s the process of monitoring online platforms, like social media, blogs, and forums, to understand what people are saying about a brand, product, or topic. This involves tracking keywords, hashtags, and mentions related to the subject of interest. By analyzing the gathered data, businesses can better understand their target audience, track trends, and develop effective marketing strategies.

Some key benefits of social listening include:

  • Identifying influencers and brand advocates: By monitoring and analyzing online conversations, marketing teams can identify individuals with a positive sentiment toward their brand or product and with a community. Partnering with them can lead to increased brand awareness, credibility and open new markets.
  • Tracking customer sentiment and feedback: Social listening enables businesses to understand customer sentiment but also to collect feedback on their products or services. By analyzing the comments, reviews, and discussions related to their brand, businesses can identify areas of improvement, address customer concerns, and make data-driven decisions to enhance the customer experience.
  • Gaining insights into industry trends and competitor activities: By tracking conversations about industry trends, businesses can be more competitive and adapt their strategies accordingly. Additionally, monitoring competitor activities can reveal their strengths and weaknesses, helping businesses to identify opportunities for differentiation and growth.
  • Discovering potential opportunities for product or service improvements: Through social listening, businesses can identify customer pain points and unmet needs. This valuable information can be used to develop new features, products, or services that cater to customer demands. By addressing these gaps in the market, businesses can improve their offerings and ultimately increase customer satisfaction and loyalty.

Digital Watermarking: Protecting Your Visual Content

Digital watermarking is a technique used to embed imperceptible information, such as a logo or a unique identifier, within digital media, like images, videos, or audio files. This helps protect the intellectual property and copyrights of the content creator, making it harder for others to use the content without permission.

The embedded watermark remains intact even when the media is manipulated, resized, or compressed, allowing the content owner to trace unauthorized usage and take necessary actions. It's important to note that digital watermarking does not prevent the actual act of content leaks but serves as a deterrent and provides evidence of ownership.

Key benefits of digital watermarking include:

  • Protecting intellectual property and copyrights: Digital watermarking helps content creators safeguard their intellectual property. This ensures that the content's original source is traceable, making it easier for creators to state ownership and protect their work from unauthorized use or distribution.
  • Discourage unauthorized content use: The presence of a digital watermark can dissuade leaks. By making it clear that the content is protected and traceable, watermarking discourages unauthorized use or distribution. In cases where the content is misused, the embedded watermark will be a way to identify who leaked the content.
  • Monitoring distribution and usage: Digital watermarks allow content owners to monitor where their content is being used. By knowing that, teams can identify unauthorized distribution and take appropriate actions, such as legal proceedings or takedown requests.
  • Providing evidence of ownership in case of disputes: In cases of copyright disputes, digital watermarks can serve as vital evidence to establish ownership. By demonstrating that their digital media contains a unique watermark, content creators can prove their ownership and protect their intellectual property rights. This can be particularly important for businesses and individuals who rely on their digital content for revenue generation or brand building.

Social listening and digital watermarking allow companies to monitor their brand image, but not in the same way. The first one will allow them to monitor the brand image thanks to relevant keywords in order to accompany its growth and identify new targets or markets. While the second one will allow the monitoring of the brand's content to ensure its intellectual property and thus protect its brand image.

Using these two techniques will allow a company to monitor its brand image at 360° and to be more competitive.

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