When managing a brand’s social media, it is imperative to track the user-generated content (UGC) that is being curated about the brand. Whether it’s positive or negative, you need to know what is being said. That task has become increasingly difficult as the way people use the Internet changes.
Text, hashtags, comments, and other types of tagging have made it relatively easy for marketers to track what people are saying, however, users are now using less text and more photos, making the tracking process more difficult. According to Brian Kim, Director of Product Management at GumGum, 80% of images that feature a brand are never seen by that brand, but thanks to Mantii, that’s about to change.
Mantii is a new image recognition tool by display advertising platform GumGum that finds photos across the Web that are relevant to a brand, even if they aren’t labeled with hashtags or captions. It can even track imagery associated with a competitor’s brand. Intrigued yet?
This image recognition tool can help PR firms, agencies, and brands control their visual identity as it relates to UGC, from tracking campaigns and social reputations to connecting with top influencers and gaining user insights. This new ability will change the way marketers use social media and the visual web.