How to Monitor Brand Mentions and Sentiment

Brand mention monitoring tracks every time your brand name, product names, or configured keywords appear publicly online. Combined with automated sentiment analysis, it gives you a real-time pulse on how your brand is perceived.

How Ingestion Works

ElasticDomain's Brand Intelligence collects mentions through three channels:

Web Search Ingestion

Regular searches for your brand keywords across search engines. Results are fetched, parsed, and stored with metadata: source URL, headline, publication date, and excerpt.

RSS Feed Ingestion

Industry publications, news sites, and blogs often publish RSS feeds. Configured RSS sources are polled for new items mentioning your brand keywords.

Direct Scraping

For sources without RSS feeds, the scraper fetches pages directly and extracts relevant content.

Sentiment Analysis

Every collected mention is automatically analyzed for sentiment using NLP:

Sentiment	Description
Positive	Enthusiastic, congratulatory, or recommending language
Neutral	Factual mentions, questions, or ambiguous context
Negative	Complaints, criticism, frustration, or warnings

The sentiment score is a number from -1.0 (most negative) to +1.0 (most positive). 0 is neutral.

Setting Up Monitoring

1. Go to Tools → Brand Intelligence.
2. Open or create a Brand Profile.
3. Navigate to the Keywords section.
4. Add your brand name, product names, campaign hashtags, and any other terms you want to track.
5. Set the sensitivity level:
   • Low: Only high-confidence matches
   • Balanced: Good signal-to-noise ratio (recommended)
   • High: Maximum coverage, more false positives

The Mentions Feed

All collected mentions appear in the feed in reverse chronological order:

• Source — URL and site name
• Headline/excerpt — the relevant text
• Sentiment — positive/neutral/negative label and score
• Date — when the mention was published or detected
• Engagement — where available (shares, comments)

Filtering and Search

Filter the feed by:

• Date range
• Sentiment (show only negative mentions for reputation management)
• Source type (news, blog, forum, social)
• Keyword (which of your tracked terms triggered the match)

Trend Charts

The Brand Intelligence dashboard shows sentiment over time:

• Overall mention volume trend
• Sentiment distribution trend (% positive/neutral/negative by week)
• Emerging topic clusters (groups of mentions around specific sub-topics)

A sudden spike in negative sentiment combined with increased mention volume often indicates a PR event — customer complaint going viral, negative press, or a product issue gaining attention. The earlier you catch it, the faster you can respond.

Setting Up Sentiment Alerts

1. Brand Intelligence → [Profile] → Alerts.
2. Create alert: Negative Sentiment Spike.
3. Set threshold (e.g., fire if negative sentiment exceeds 30% of mentions in a 24-hour window).
4. Choose notification channel.

This gives you an early warning system for reputational events.