A 15-minute weekly routine for reviewing brand mentions
Monitoring fails when it depends on motivation. A fixed weekly slot, three questions, and a short action list keep it alive.
Monitoring fails when it depends on motivation. A fixed weekly slot, three questions, and a short action list keep it alive.
Pick a slot and defend it
Fifteen minutes, same time every week, before you open anything reactive. Monday morning works for most teams because weekend mentions are still fresh and the week has not started pulling at you yet. The routine survives because it is small, not because you are disciplined.
Question one: did anyone ask for a recommendation?
Scan for questions first: "anyone know a tool for", "what do you use for", "is X worth it". These are the mentions with a clock on them. A same-day reply helps; a reply next month does not. If your alerts are set up well, this bucket is a handful of mentions, not a flood.
Question two: did anything change?
Look for movement, not volume. A new complaint theme appearing twice is more important than thirty routine mentions. A competitor being recommended in a thread you care about is a signal. One influencer trying your category is a signal. You are reading for deltas.
Question three: what needs an owner?
Every mention worth action gets exactly one of three outcomes: reply now, hand to someone, or save for later (a testimonial, a feature request, a recurring confusion worth a help page). If a mention gets none of the three, it was noise - which is information too: it means a filter needs tightening.
Close the loop on the alerts themselves
End the fifteen minutes by adjusting one keyword. Pause the phrase that only produced noise. Add the exact wording a real user used this week. Monitoring setups drift away from reality one week at a time; this is how you pull them back.
HeyKeyword keeps the mentions collected in one place so the fifteen minutes go to reading and acting, not to hunting across apps.