How to make a well done clipping? Your brand may be missing out on opportunities! – WAU
Clipping is the constant monitoring of all journalistic content, whether digital or not, about your company. Clipping can help you design the best strategies to bring results to your business.
In a company, regardless of its sector, it is necessary to have marketing strategies that allow to understand about its area of operation and the image of its business before the market, in addition to staying on top of the main trends related to its niche.
To do this, understand what is clipping it becomes one of the premises to perform this monitoring efficiently and to be able to analyze what is in fact relevant to your organization.
However, many people do not understand how it works, nor about the best practices to run it.
For this reason, we have created this content to let you know about this concept, find out how to elaborate it, as well as about the importance of social listening for your online reputation.
Continue reading and understand!
What is clipping?
Clipping is a compilation of all articles and news related to your brand in documents and files, done through constant monitoring of the communication channels, in order to know as quickly as possible what they are saying about you.
This name comes from the English term clip which means to staple or cut. And that is basically it: as if you were making “clippings” from newspapers and putting them all in files, only now, online.
In fact, with the internet, this search has become infinitely simpler. After all, if before you had to buy piles and piles of magazines and newspapers and look carefully if at any time your company was mentioned, in addition to paying attention to radio and TV (imagine the work!), Today, with a few clicks and tools it is possible have access to any quotes made to a company, person or blog.
This mapping is extremely important, among other reasons, for understand the external view of you and to stop possible image crises right at their origin.
Does the image that people have of your company match the values and the message that it has been trying to convey? If so, excellent! Your job is being done very well.
Otherwise, you must be agile and use this information to your advantage to ensure containment and problem resolution as soon as possible.
How can clipping give you a competitive advantage?
If you know what people are saying about your brand, you will certainly know how to work around the problems, as we have already said.
But in addition, a well-structured clipping can give you some other advantages.
The first is the knowledge about your audience. As we said, the press still has a very strong capacity to contribute to the formation of people’s opinions.
But, with social networks and the ease that anyone has to position themselves regarding a brand or a shopping experience, the process has become two-way: many media outlets observe the behavior of people on networks to create stories about companies.
That way, by gathering these materials you will have at hand valuable information regarding the behavior and profile of your audience.
In addition, with the ease of creating digital clippings, much greater than in the offline era, you can also research about your competitors. Knowing people’s opinions, whether positive or negative, about them can help you take the next step.
How can you stand out in the face of a competitor’s crisis? Or what do you need to do to gain positive prominence just as it has? What have they done that has generated this highlight? All of this will be made easier if you also have clippings from other companies in your industry.
But always remember: your brand must maintain a positioning that matches the value you want to pass on to your customers. If you take advantage of a competitor’s crisis in a negative or pejorative way, that attitude can turn against you.
How to use clipping in your business?
Now that you know in detail about what is clipping, and the importance it brings to your strategies, the time has come to have access to practical tips on how to use clipping in your business. Look!
1. Use keywords
Much is said about keywords in a Content Marketing strategy, isn’t it?
Little is known that they are also essential for your clipping, as they will allow you to trace what really matters to your business and that will contribute to your decisions.
Let’s take a practical example: a Digital Marketing company, for example, needs to be aware of the main market trends, the algorithms of the main social networks (Facebook, Instagram etc.) and the way in which Google interprets and ranks the contents .
Only from these insights, you can already see what are the main necessary keywords that a company like this needs to look for in the main media, do you agree?
It is necessary to worry, also, if your company has a common name or that brings other results.
We at WAU can’t just use the company’s first name. It is necessary that the search be for “Websites Are Us”, with the objective of obtaining more precision in the results found.
2. Monitor vehicles offline
Although offline vehicles have lost a little bit of space for digital media, forgetting to monitor them is a mistake.
They still have a big impact among consumers, who often still use this method to stay up to date on a given subject.
Especially in a context like ours, where people have been considerably concerned with the fakes news, there are people who can eventually show resistance in news coming from the digital realm – although it is simple to verify the authenticity of the note, it is enough to understand which are the vehicles with qualified professionals and whose objective is to transmit concrete and real information to their readers.
Also, don’t just focus on print media. If you do an event, and count on press office, it will probably appear on other more traditional channels, like radio and TV. It is important to have all this recorded for the analysis of your data, right?
3. Evaluate social networks
Not leaving offline vehicles aside doesn’t mean you don’t have to worry – a lot! – with social networks and digital channels.
In addition to being much easier to find the subjects you want (search tools, use of hashtags, etc.), there is the opportunity to find valuable information about your niche, trends and your company.
The way it is seen by the competition and by the customers themselves must also be considered, since it will allow your team to perfect certain strategies that have not been bringing much results or that are having a negative impact on your audience.
Again, keywords will be fundamental to this process, in order to find exactly that information that will have functionality for your actions.
Also look at what other companies publish about you: is it positive? Is your company inspiring to your main competitors? Is there any criticism regarding the way your team works?
Thus, the analysis of this data will be more effective, bringing good results to your organization.
4. Don’t ignore negative news
As we mentioned, the negative notes related to your business or the way people see your company will be important so that your strategy can take this into account, in order to bring positive visibility to your brand and perfect those points that are not having a good return.
As clipping contributes to decision making, it is not a good idea not to take into account what is not bringing a good return, do you agree?
For this reason, in your data analysis, understand exactly what are the most critical points, find out what tone needs to be used to contact these people (if they are complaints on social networks, for example) and also seek to disclose what your team has done positively so that visibility is improved.
5. Write reports
It is useless to have all this information in hand, if your team does not analyze the reports generated or try to organize this data so that your team has easy access.
Through the reports, you will be able to understand more accurately about what has been mentioned, in addition to decrease the chances of evaluating repeated news – which ends up becoming a rework!
Today, platforms and tools already exist that allow the automation of this process, contributing to the optimization of the time of its employees and also decreasing the chances of failures during this process.
What tools to use to make a clipping?
There are several tools that can help you in this scan to identify quotes to your company in the communication channels.
The simplest of them is Google Alerts, which is a tool that sends quotes about a keyword and sources to your email. After all, is there anyone who knows more than Google?
With it, you can select a keyword (remember to be specific), and you can select how often you’ll receive emails, sources (blogs, videos, news), language, location and quality of results, which are classified by Google itself! Incredible, isn’t it?
In addition to this, which is a more generic and free tool, there are others specific for the assembly of professional and complete clippings.
Klipbox is a good example of a national, paid tool, but also with several functions such as flips by Whatsapp and constant monitoring of more than 20,000 sources.
There is also Favebucket, which is a paid American platform, but very complete, Evernote Web Clipper, an excellent idea for those who already use Evernote, which allows you to capture pages while browsing the web.
The ideal is always that you understand which tool best matches your need and, in this case, the volume of information generated, to make your work more practical and efficient.
What mistakes do not make when clipping?
Yes, like everything in life, when creating or using clipping, you can make mistakes. But there are some that are the most common and should always be avoided, to ensure that all of your work generates really good results.
Ignore negative news
Many companies, when forming their clippings and come across negative news, simply archive these documents, without taking any action or positioning before the public.
And that can be a bad idea. First, because clipping is just for help you make decisions before the media movement about you.
If you take no action on a criticism, you will throw away your work and the opportunity to turn that scenario around in your favor.
In addition, when a company is criticized by consumers and does not respond to those criticisms, it gives the impression that it does not care, and this generates even more dissatisfaction on the part of the audience.
Ignore traditional media
Yes, we said that the internet made it easier (and a lot!) To generate practical and complete clippings. However, you should also pay attention to the more traditional media. How?
In this case, keeping an eye on programs or newspaper sessions that in some way relate to your niche, is a great option. This is because many news items are transmitted differently online and in print, for example.
So if your company made news on a portal that also makes use of print media, it is good to have access to both articles and keep them in your history.
Do not spread the good news to your audience
You are creating your clipping and you are faced with a news that speaks very well about you. Of course you must share this with your audience!
Whether in your newsletter or on your social networks, allow those who already are your audience to also have access to these materials and strengthen your brand before these people.
If you are not doing this, you will surely also miss out on a great opportunity for success that clipping gives you.
Regardless of the size of your company, your niche or time to market, you should be always watchful any mentions that are made to you on the communication channels.
After all, the person you should know the most about your company is yourself and your entire team.
How important is social listening to your online reputation?
You already understand what clipping is and how you can implement it in your business. Now, let’s address another concept that has a strong relationship with the capture of this data and information: social listening.
This action is nothing more than strategies adopted by your team to generate improvements in communication with the public.
But why is social listening directly linked to clipping? Simple! You will only be able to understand the main needs of your audience, improve the way you deal with your customers and bring that relationship closer through monitoring.
Based on an understanding of what people are saying about your company and also about the main market trends, your organization will be able to have good insights to attract attention to the brand and have a very close contact with customers.
Today, major brands use this strategy to offer more creative support to the customer and also to develop products and services.
It also becomes a strong ally for your marketing actions, as it is possible to measure the main considerations of your audience and formulate hypotheses that will bring returns to your business.
In this content, you were able to understand in a practical way about what is clipping, how it contributes effectively to your business and the strong relationship with social listening.
For your business to have a competitive edge and stand out from its competitors, it is important to analyze much more than just sales strategies: knowing what others are thinking about your brand is one of the most interesting steps to gain insights and attract more positive visibility.
After this brief explanation about social listening, did you become curious to understand more about the subject and how to monitor your brand on digital channels? Be sure to check out our other content on the topic!