In addition, we also use it for research for new business development. This enables us to come up with insights into a potential client's business before making a deal, and enables us to know what type of programs would benefit the company the most, based on what's happening in the market.
- The breadth of the data it captures is impressive, and you are only limited in the tool by your own knowledge of how to use the system. Therefore, if you know how to create smart, tightly structured queries, how to create smart rules to help save manual search and filing, already have a set of keywords to plug in to your query, and know how to use the more advanced chart visualizations beyond the stock ones they provide, you should be in great shape.
- The range of historical data, as well as the ability to access it in detail is a definite plus that puts them above competitors if you're looking for long-term historical trends.
- The visuals are basic, but look nice, and the ability to export most of the graphs and charts is very useful when putting together presentations.
- Depending on your prior knowledge, there could be a steep learning curve. Don't get me wrong, their customer service/account management is fantastic-- they take you through an initial training and are happy to answer any questions you have, but it's hard to articulate what you don't know, just starting out, so there's things I'm only learning how to do after a year of using the tool. I like to think of it as a very power shell/big data source. If you know exactly what data you're looking for and already have the necessary keywords to build a query, you can do great things. If not, it will be an uphill struggle at times.
- Many of its competitors have "quick search" type functions that are great for new business pitches or other situations where you're starting from square 1, while Brandwatch does not in its basic product and offers it as a separate product for additional fee.
- While the visualizations are serviceable, they are quite basic don't allow flexibility, so many times I end up exporting the data and creating my own in other tools.
- Intelligence on identifying sentiment is lacking without your own rules, training it, etc. I spend a fair amount of time re-categorizing mis-filed sentiment on posts.
Brandwatch is a great tool for social listening, especially if you already have experience with query building (using Boolean logic, are familiar with Operators, etc.), but sometimes things feel like they're harder than they need to be. Considering it's one of the most expensive products in its category, I would expect more features and functionality right out of the box, and to be far less DIY. And the product keeps adding new features all the time, so I think they're on the right track and only getting better, but still have some gaps.
If you're using it to monitor your brand's social presence only, or if you're in an agency and using it to monitor existing clients and provide reports to them, then this is a great tool and you're hard-pressed to find something better. But if you're wanting it more for new business and discovery, there are tools that do this much better, including Sysomos and Crimson Hexagon.
- Brandwatch is great with bulk changes in mentions, which I believe is also a USP as I haven't seen any tool do that (I have checked out many).
- You can bulk tag, change sentiment, add rules, add categories etc. to mentions.
- From tagging and rules comes good analysis of mentions. Once categorised, you'd be able to understand what are people taking the most about - in a negative or a positive way. Say a telecom company wants to know why people don't like my services - is it the network, or customer service or something else. Do people from a particular city complaint a lot?
- Brandwatch also does a good job at capturing a huge amount of mentions from 90M+ websites. That's 2x or 3x more in some cases than the few leading enterprise listening software.
- It also provides the maximum number of metadata per mention thus giving maximum scope of slicing the data and analysing in different ways.
- I feel Brandwatch needs to add more sources with proper API integrations. The integrations are limited to Instagram, Facebook and Twitter. While Twitter gets great coverage, Facebook and Instagram do not (considering the recent policy changes, coverage has been limited). While it does capture 90M+ other sites which include most of the other social media sites such as Youtube, I feel an integration with such sites can get more analytics around usage data such as video viewing times, view growth on Youtube.
- While they have a lot of insights already, I feel a few word clouds could have been done differently as well, such as word connections. Also, more accurate auto-categorisation of mentions where manual rule adding isn't needed.
- E-commerce review coverage (Amazon etc.) should be included.
- The measurement variables it can export and show are a great asset. For example, within an export or dashboard I can see follower count and engagement metrics at post-level, which we have not seen another tool do.
- Hashtag tracking on Twitter is very robust and especially helpful when running sweeps and counting entries.
- We love having the option to set what percentage of the Twitter Firehose we want to capture, so we're not limited to the Twitter Decahose.
- Capturing data on Instagram can definitely be improved, since we've found some gaps when tracking hashtags.
- Tracking Instagram is only limited to hashtags, so it would be great if we could also do keyword tracking.
- It is not the easiest tools to help identify conversation themes quickly. It usually takes a little longer to dig through the data/dashboards/widgets to help land on conversation insights or audience interests.
Review: "Brandwatch is certainly the most dynamic and well supported Social Insight platform available today"
- Highly programmable setup allows for deep categorisation of social and online conversation data.
- Useful and clear UI that allows easy access to granular reporting.
- Highly responsive and knowledge support and account management teams.
- Company is clearly committed to evolving their platform for their clients as well as being responsive to their recommendations.
- The UI sometimes struggles with larger categorisation sets but this can be worked around by exporting to Excel and creating your own graphs there.
- The gathering of data and use of categories, rules and tags to help to segment large unstructured datasets into structured themes of data that can be analysed through netnographic and qualitative research techniques.
- The ability to auto create reports on a daily, weekly and monthly basis, allowing us to draw comparisons and track changes in sentiment and behaviour over time.
- The use of Brandwatch Analytics signals to identify emerging trends, crisis management and conversation spikes, allowing us to work in an agile fashion to respond to changes within the marketplace on a real-time basis.
- It can be complex to write advanced level queries, for example understanding where the brackets should be placed when writing long and detailed queries.
- The cleansing of the data is the most time consuming part of data analysis - greater automation in data cleansing would allow for more time for data analysis and comparison of themes and patterns (again this relates to the ability to write good queries to ensure that the correct data is pulled.
- It may be useful to have an 'auto translate function' as we have been asked recently to analyse data in different languages and we currently do not have these skills in-house.
1) Empower our clients with their own data
2) Provide regular reporting on brand presence, market research, and industry analysis
It is our primary product. As far as addressing business problems, it allows us to offer a competitive social media product beyond what most agencies are able to offer.
- By far, Brandwatch's biggest strength is the ability to customize rules that influence how mentions are tagged and categorized as they enter the system. It allows for in depth categorical and topical analysis that many competing social listening platforms are unable to beat.
- Brandwatch has a fantastic support team, and implements regular platform updates nearly every month. The platform is generally stable, and any issues are resolved very quickly.
- Customizable graphs allow analysts to drill deep into data. After two years of 40+ hours a week in brandwatch, I am still finding new ways to drill down.
- So many Boolean operators! Really helps when trying to get specific and accurate datasets.
- Being able to collect samples of data (instead of being forced to collect 100%) really helps us stay underneath our datacap.
- Facebook data is particularly poor. Channels will often break and stop collecting Facebook posts and metrics on owned pages. I would say this happens to about 75% of my channels every two or three months.
- There aren't ways to filter out criteria beyond keywords while writing boolean queries. This can lead to some serious spam collection from channels like Twitter. While these mentions can later be filtered out through custom rules, it's just another step in the process that can take some time.
- Doesn't provide information on favorites from Twitter, which has forced us to adopt another third party tool.
- Longform content analytics is a serious pain. I am not sure if any listening software can get this right.
- Like all other analytics platforms, the sentiment algorithm is horrible in areas beyond B2C specific products.
In house marketers will probably get more bang for their buck from a competitor like Sysomos, Crimson Hexagon, or Sprinklr.
- Competitor analysis - understanding share of voice and identifying successful competitor campaigns.
- Market analysis - identifying key topics and conversations.
- Influencer analysis - identifying key influencers in any sector.
- It would be great if data from newer, more visual platforms like Instagram, Pinterest and Snapchat could be included.
- I'd love it if you could see in one dashboard follower counts and engagement rates across social platforms for a selection of key players in a specific sector.
- More audience analytics - demographic breakdowns, most influential followers etc.
- Cross platform monitoring including social media.
- It's a very powerful tool that allows us to gain deeper insights into brands and organisations.
- Detailed help and tips when setting up projects/queries as well as fantastic customer support from the team.
- Query structure is flexible allowing us to create a range of queries from general to very complex and specific.
- Introduce a small business package that's more financially viable for startups/entrepreneurs or graduates.
- Increase social media platform coverage.
- Global views allowing geographic searching and geo-fencing.
- Monitors huge range of social sources globally, not just top US sites.
- Works in huge range of languages.
- Great analysis tools and easy to use reporting.
- Brandwatch mitigates creating simple to understand answers from highly complex social metrics - face it, outputting a chart to explain social tone is just amazing
- When I was asked to show the "heat" of mentions on the subject of the Ukraine for Russia Today, Brandwatch simplified the task of comparing the sentiment toward Russia's part, Ukraine, and the rest of the west. Social media plays a huge role in PR and politics these days.
- A hotel recently asked us to show the ROI of PR, something public relations professionals have wrestled with for decades. Brandwatch helped me clearly represent how a "test" PR campaign resulted in a massive branding plus for a singled out hotel chain versus its competitors. I know of no other metrics driven tool that has been able to so easily accomplish this.
- Frequently we're asked to evaluate one hotels chain's competition for their social and digital imminence. Businesses want to stay ahead of the competition, obviously. Brandwatch is the perfect comparative tool to help owners eclipse their competing hotels.
- The only real weakness I can find in the Brandwatch tool set is the learning curve for super-wired company professionals like my team. That said, the complexities and uses of Brandwatch, while extensive, end up being far more feasible for uptake than the competitive ones. I'd also commend the team at Brandwatch for assisting at every level. I can't tell you how many times they've helped me create campaigns.
- Groups similar mentions to assist in competitive / marketing intelligence.
- Social media management. Extend the network of content management.
- Customer service. Allows teamwork on outstanding issues. Mentions can be assigned to individual users.
- Facilitates calculation of ROI from marketing campaigns.
- Sector wide listening. Provides a company with key industry benchmarks.
- A Mobile version would be exceptional.
- Brandwatch interface is clean and easy to understand. While social monitoring tools don't have to be simple they also have to provide a quick instinctive way to be used and Brandwatch provides this
- Excellent configuration settings. Designed for both the simple projects and consultants to the most complicated and demanding projects thanks to its two ways to configure it.
- Good analysis focus. Brandwatch has a good analysis focus which allows you not only to see the information in a dashboard but to actually dwell deeper into it.
- Latin America focus. Brandwatch has started a LATAM drive which could be beneficial to the region and the company
- Brandwatch still can become a more analytically focused tool. We have too many "easy basic dashboards" tools out there. Some of us really need to dig deep into the information and Brandwatch while in the right path can still improve its interface to facilitate this.
- Increase amount of social networks covered. a tough challenge given how we always have new networks around but it is not only the new but the foreign networks like weibo or renren that should be considered.
- Better pricing. Brandwatch is a bit expensive and a lot of small businesses have no way to access it. A small business package could really be useful.
- While their Boolean configuration is an asset, writing and building the Boolean queries can be a real hassle and having and easier faster way to build it could be awesome. They are improving in this but there must be a way to automatize the creation of hundred characters long queries.
It can also be used for social crm and customer service scenarios but [it is] not as easily and fluid as other tools so this is where I sometimes hesitate to use it.
- Finding conversations and tagging, categories and rulesets
- Connecting Social Media Monitoring to SEO via API access to MOZrank, Compete, and providing social impact scores on each piece of content.
- Demographic profiling via Twitter, can do some interesting comparisons on the fly which might be hard to do with several of its competitor platforms.
- Theme surfacing via Text Analytics is something that is better with Brandwatch than most of the other platforms I have worked with, when it is offered, at all.
- Brandwatch now monitors Facebook and Twitter owned media - this is more than most platforms Brandwatch is competing with does.
- Maybe its just the server my instance is running on, but query execution is slower than ideal
- I want to set more than 10 influencers to show up in the Author dashboard, but aren't quite sure how to do that, if it's possible.
- The Geolocation features Brandwatch introduced a few years ago are helpful, and it would be nice if they extended it to their output, not just the input, currently they just show regional data for the most part, not city or lat/long coordinates.
- Brandwatch ought to develop a mobile app, just like Google Analytics and Radian6 has.
- Powerful querying capabilities with the ability to filter based on several factors
- Data visualization for easy trend spotting and benchmarking capability
- Sentiment mapping to identify how brands and content are perceived across channels
- Easy to understand and use interface
- Great customer support and accessible online help resources
- Industry specific content and examples
- Integration into structured CRM applications
- Brandwatch is very flexible, customisable, it's great for beginners and it appeases the advanced users who are always looking for more and more data
- Brandwatch is the tool with the highest number of supported Boolean queries - something to keep in mind if you want to build really flexible and accurate social listening queries.
- Brandwatch is open - with open APIs, you can integrate it with other applications that you may already have (e.g. Hootsuite, so you can monitor mentions and engage with them).
- Brandwatch isn't stagnant - the platform is constantly updated, every 2 weeks, so I'm reassured that I'm with a solution that moves at the pace of digital marketing.
- I've used Brandwatch for quite a while, and I have to say that I'm thoroughly satisfied with it. However, if I have to point out a "weakness", I'd say the lack of an app. It would be great to have a view of mentions and analytics on-the-go, via an app. Having said that, it's not a big deal-breaker - I've tried using Brandwatch on my phone and a few more times on my tablet and it works just fine.
- Identifying social reach of competitors - do you know how much reach your competitors have? What about how many social mentions they get in a given day? Most people have no idea but I can see the exact percentage of the social web my brand takes up in comparison to its competitors. This is invaluable in discovering how effective my brand is, what's working for competitors and what's working for us.
- Deep social listening - do you know what your customers/readers are saying about your brand? Most of my brands competitors don't know this so using Brandwatch to monitor for brand mentions gives us a huge advantage. We can also respond to mentions within the tool in most situations - great for reputation management.
- Supporting additional social networks - what Brandwatch supports now is great, but the more the merrier.
- Ease of adding queries - there is a learning curve involved when using Brandwatch but then again that's the way it should be because it's an enterprise level tool so it's packed with functionality. There are easier to use tools but they don't have nowhere near as many features and the complexity of queries adds another dimension entirely. That said, they have improved things significantly so it's now much easier than it was and their team are always very helpful in offering support.
Brandwatch is an incredible tool to monitor social mentions, pick up on potential marketing opportunities, identify what's working for your competitors and understand the reach of competitors.
- The query builder allows you to filter out lots of spam and search for exactly what you want
- The top authors function allows you to monitor the most influential users in your community
- I'd like more ways to manipulate the data in the dashboard.
- Ability to get exactly the data you need by using complex search queries, ruling and categorisation of data.
- Unsurpassed possibilities to present the data in highly customised dashboards
- Quality of data
- Automated reporting
- Support for more languages
- Twitter coverage is very strong, which provides for accurate data and flexible measurement capabilities. Data sets include follower count, following count, replies, and retweets which sample data points that are not always available in other platform unless you are authorized as the owner of the channel.
- The entire platform is robust yet flexible. There are advanced Boolean operators that can be used to create complex queries. Then, when ready to analyze the data, the dashboards provide an almost endless way of filtering, categorizing, tagging, drilling down into, slicing, and dicing the data however you need to see it to answer your business problem.
- Customer service has always been timely and interactions are positive. They can usually solve a problem or at least give you a response to let you know they are working on an issue well within 24 hours.
- Instagram data coverage is not very strong. Though there are industry-wide hurdles in tracking data on Instagram, there are competitors that have proven more accurate than Brandwatch.
- Many larger, more broad queries return a lot of junk or spam posts. Customer service can help with filtering these out with common "NOT" operator phrases. However, some competitors do a better job on the back end to make sure you never see as much as the spam to begin with.
- Monthly data limits are a con if your work requires a lot of ad hoc projects and it's hard to project the monthly volume you will need.
Brandwatch Scorecard Summary
Brandwatch Analytics is an enterprise social intelligence platform that is designed to allow brands to listen and analyze online conversation to extract meaningful insights, inform their business decisions and understand more about the return on their marketing spend.
Brandwatch Analytics was built in 2008 and according to the vendor, it is now widely recognized as the most sophisticated social intelligence platform available, offering a flexible, powerful suite of features designed to aid business in taking advantage of social data.
|Enterprise||3000+||Unlimited mentions or Queries|
Brandwatch Customer Size Distribution
|Small Businesses (1-50 employees)||9%|
|Mid-Size Companies (51-500 employees)||20%|
|Enterprises (> 500 employees)||70%|
Brandwatch Support Options
|Free Version||Paid Version|
|Video Tutorials / Webinar|
Brandwatch Technical Details