Social media monitoring tools can provide marketers with a useful online channel for gauging the public’s reactions to their offline efforts, according to one expert.

Writing on Search Engine Land, Joe Hall said that companies need to prepare to track perceptions of their campaigns "way in advance" of offline ads being launched.

He added that keywords need to be carefully selected and should exclude base brand names, as this will make it easier to filter out "regular dialogue" about products or services generated by online PR and internet marketing services.

"Consider monitoring catchphrases that appear in the campaign," Mr Hall said.

When choosing a tool for tracking public discussion of their ads, brands should look for one capable of indexing mentions at a high frequency, as well as one that analyses sentiment.

"Remember, even campaigns that people hate get tonnes of traffic, so understanding sentiment is a must when monitoring any offline campaign," the expert noted.

In related news, a recent survey by Econsultancy found that 65 per cent of UK brands plan to increase their spending on marketing via social media over the next 12 months.

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