You know your brand is going places when people start mentioning you, without you asking them or paying them for it.
This is referred to as “earned media,” and as long as the attention is positive, it can get you in front of a whole new group of people.
Earned media isn't really something you can control, but you can plan for it.
Keeping tabs on brand mentions is a great way to make sure that you can make the most when bloggers, journalists, and other content creators bring up your brand name.
It's best to take an active approach, rather than trying to sit back and passively try to let attention come to you.
You might win a few new customers that way, but you'll be a lot more successful if you take the time to actively engage with people while the content is still fresh.
It's also important to get in as soon as you can.
The internet moves really fast, and even high-profile viral content fades away just as quickly as it gained popularity.
You don't want to miss your chance to participate, and it's a pretty narrow window of time.
In a recent blog post, Convince & Convert explains what you can do to make sure you get the most out of media mentions when they pop up.
To make the most out of any media you may be so lucky to earn, keep the following tips in your pocket:
1. Social media listening is key in catching trending topics surrounding your brand.
With a whole host of free and affordable options available to you, in 2017, all brand managers should be keyed into conversations surrounding their brands and industries.
In addition to social media listening, set up Google Alerts—you’ll get top stories about whatever topic you choose conveniently in your mailbox.
2. When a positive story about your brand trends, engage with those who share the story.
Like posts across all channels and share when appropriate.
During these powerful, trending moments, don’t miss the opportunity to grow your engagement and your audience.
3. Don’t hesitate to create blog content on the topic, especially multimedia content such as video.
Then, tailor your content to fit multiple channels and promote, promote, promote!
You can get more helpful advice about how to leverage earned media in the full blog post from Convince & Convert.