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HOW TO: Monitor a brand's social media presence

While there are plenty of paid for services wanting to show you how your brand covers the social media landscape, there are also many free tools available online which can give you a great sense of how a brand is perceived in social media.

Identify your brand keywords
This may sound simple, but listening to the social media buzz won't matter if the correct terms haven't been targeted. Be sure to include:
- Brand and product names
- Common misspellings of the Brand
- Buzz keywords and keyword phrases
- Competitor brand names
- Competitor brand misspellings

The best keyword tools to help with this include the Google Keyword Tool, Wordtracker, a Thesaurus, or the Firefox plug-in Cloudlet which suggests commonly searched synonyms in a tag cloud.