PROS / Brand24 has flexible plans that can serve small businesses to Fortune 500 companies.
CONS / This service does not have social engagement tools.
VERDICT / Although lacking in several features offered by higher-rated social media monitoring software, Brand24's flexibility makes it a sound choice for businesses that are growing.
Editor's note: A newer version of this product is available. The manufacturer lists the new version as having a newly designed interface. We will evaluate, rank and review the new version of this product when we next update the Social Media Monitoring reviews.
Brand24 social media monitoring software works with all levels of companies, from startups to Fortune 500 corporations, with flexible pricing and customer support. It focuses on helping clients use social media for customer service and crisis management. As such, it notifies you of the social media comments and messages that are most important to the reputation of your company. While you can't post or schedule responses through the software, it nonetheless helps you understand where to direct your attention in campaigns or customer support through social networks like Facebook.
Customers no longer simply call a manager or support desk when they have an issue with a product or service. More and more, they are taking their ire to the internet, posting on social media, often calling out specific companies. Even more, they expect a response. In fact, studies show that a company responding to a complaint posted online will result in a more favorable review of the company, even if the problem isn’t resolved. Brand24 can send you email alerts when someone speaks about your company or product.
The company claims to have a 75 percent accuracy rating in terms of judging a customer's sentiment in a post, which is about average for most social media monitoring software. The ranking is also on par with how accurate humans gauge sentiment, which studies place at 73 to 85 percent. Brand24's sentiment analysis algorithms include emoticons and slang, something not found in all social media monitoring and analysis software.
Brand24 has plans appropriate for the private blogger or the large corporation, with a clear pricing scheme. Each plan has set limits on number of users, keywords and mentions. It will search 25 social media networks in all languages for your company's name or keywords you select. While its focus, according to its website, is crisis management (or prevention) and customer service, it also provides you with a dedicated account manager who can help you determine the best keywords. Thus, if you want to research a market for a new product or assess a campaign, Brand24 will give you personalized help, if you have the enterprise-level plan. Many social media monitoring services we reviewed also offer this service at this level.
This company falls short of other social media monitoring software we reviewed in that it does not provide social media response services. You cannot post to your own fan pages or Twitter account from this software. However, it does integrate with customer relationship management software and has API support, so you can incorporate Brand24 with other programs.
It offers one-on-one training as well as access to videos and other support materials. You can call or email with questions as well. Our queries were always answered promptly, something we didn't always find even with the best social media monitoring companies.
Although it focuses on customer service and crisis management, Brand24 social media monitoring software can do far more than that. With the ability to monitor millions of pieces of data over 25 social media networks, plus news, blogs, forums and more, this company provides comprehensive information. It lacks a social media response arm, but it does send out email alerts for spikes in activity or negative sentiment. Its experience serving companies of all sizes makes it a good choice for a growing business.