Social Media and Brand Management

           Many brands are using social media to engage with consumers; by creating conversations with consumers the brand is able to stay relevant and receive valuable feedback.  Facebook makes it easier to track how a brand in preforming in relation the consumer.  Brands are able to purchase tools, such as the EdgeRank Checker, PageLever and Alerti.
           The EdgeRank  Score only cost the company 15 dollars allows brands to use the Facebook algorithm to identify how effective the brand will be in reaching consumers. Currently brands are only reaching the consumers news feed 17% of the time they brand posts.  EdgeRank also provide companies with tips on creating post that are most likely to increase the companies ROI. This will help the brand leverage the organic SEO of Facebook, for the brand.
           PageLever is an analytic tool much like that of Google analytics’.  PageLever is able to identify where people are coming from and where they are going when they visit the brands page. It also provides detailed information about who these consumers are such and gender and location. This information helps a brand accurately target the consumer as well as understand KPI (Key Performance Indicators). PageLever is costing companies about $100 a month.
            Alerti is a good way for companies to monitor their brand using social media. With companies being talked about in many different conversations, Alteri allows the brand to stay aware of what is being said. This is kind of like a Google Alert which filters the brand name and sends the conversation to you, however Facebook has improved this concept by identify the most popular conversations. This is helping the brands filter feedback and quickly identify a problem, Alerti also allows companies to repost what consumers are positively saying about the company.

          These tools that Facebook provides brands with can be invaluable, from helping the brand understand more about social media, to possibly alerting them to a PR crisis. Brands should invest in these tools to manage social media conversations, the cost of the tools is insignificant compared to value that social media has provided companies with.