Stop brand abuse

   Identify 3rd parties using your brand without your authorization

Avoid liability

   Identify unauthorized profiles set up by your employees and
   affiliates which appear offical and can create liability

See what consumers are saying about you

   Identify pages and profiles set up by consumers who love your
   brand - or hate it - and reward their support or address their issues


What is Brand Vigil and How is it Different From Other Social Media Monitoring Tools?

Brand Vigil was designed by an attorney specializing in social media and internet matters to enable brand owners to easily and efficiently identify problematic uses of their brands in social media and track their enforcement efforts.  Brand Vigil monitors social media websites for unauthorized uses of brands in profile names, page names, and account names, and provides an easy to use interface to track analysis and enforcement. Unlike existing tools which monitor individual posts for brand mentions, or which can only detect use of the exact brand name as a username, Brand Vigil finds social media profiles, pages and blogs which include a brand name anywhere in the profile, page, or account name. Additionally, Brand Vigil targets only the most popular social networking sites which present the biggest potential risk to brand owners, so that monitoring and enforcement time and resources can be used most efficiently.

Why Monitor Social Media For Use of Your Brands in Profile, Page, and Account Names?

Simple - these pages represent the greatest risk of damage to brand equity and potential legal liability on social media. There are currently over 500 million Facebook users, over 75 million MySpace users, over 100 million LinkedIn users, and over 1.5 million Twitter users. There is no doubt that people are spending more and more of their time online. Americans now spend as much time online as they do watching television. Internet users also spend an increasing amount of their time online logged in to these social networks. Nielsen has reported that almost 1 in every 4 minutes spent online is spent on social networks.

When users of these sites and search engines, which include your customers, analysts, and the media, search for you and your brands, these social pages and accounts appear. However, many users can’t tell whether these pages and profiles are official or not, particularly when most social media pages and accounts look the same except for the profile picture, name, and info, which can be changed in less than minute without any technical skill or any cost to the person setting up the page or account.

Some of these pages and accounts are imposters who can disparage your brand and spread misinformation causing PR nightmares, or simply more innocent misuses that may create undesirable associations with your valuable brand. After the Gulf oil spill a fake BP account quickly attracted more than 23,000 followers - four times more than the real BP Twitter account. An unknown third party created a fake Exxon Twitter account that fooled at least one Forrester analyst? The @kanyewest account had attracted over a million followers before the real Kanye West outed the imposter.

Other pages and profiles that are set up by well-meaning employees or affiliates, that look official because they include your brands, can create liability for you if they unintentionally disseminate false advertising, infringe copyrights and trademarks, or disparage competitors. If an employee in the marketing department, or the manager of a retail location for the brand, sets up a Facebook page and posts deceptive advertising or disparaging information about a competitor, who will most likely be sued – the employee/manager or the brand owner?

Identifying social media profiles, pages, and accounts using your brand can also help you identify those users with the most passionate feelings about your brand – positive or negative. Who else but those consumers with the strongest feelings about your brands and products, would choose to include your brand in their social media identity? By identifying these users, brand owners can reward their biggest fans and turn them into even bigger brand champions and communicate with those users who have grievances, potentially turning them from brand haters into brand champions.

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