So... if you are a client, before your digital consultant asks, why not ask yourslef "why are you doing this?".
Just saying the generic response "We want to see what our customers are saying and writing about us online", is really repeating the brief. To get a fully answer, its best to understand what you will do with the information once you have it.
Here are some of the most likely/possible answers:
- We want to quantify the amount of comments or mentions about us over time
- We want to identify our prominent bloggers / influencers out there, with the aim of engaging with them
- We want to quickly spot trends or identify issues and respond accordingly
- We want to understand the general sentiment or tone of the buzz
Replies and further questions in response to these likely/possible answers to follow in subsequent postings.