Everyone knows that one bad review can tank a business’s reputation—especially in today’s hyper-connected world. But here’s a question: do you have a plan in place to monitor what’s being said about you online? Many business owners don’t, and that’s a risky oversight.
Now imagine there was a tool that automatically scoured the internet on your behalf and notified you whenever your business name, your personal name, your product, or even your competitors were mentioned. Even better—what if that tool were completely free?
Google Alerts is a free notification tool provided by Google. You simply input the words or phrases you want to track, and Google will email you whenever it finds new results that match your terms. This could be your business name, your competitors, a new product, an industry trend—anything you want to stay informed about.
Think of it as a digital watchdog. While you’re busy running your business, Google is working behind the scenes, alerting you in near real-time when something important comes up online.
Why Monitoring Mentions Matters
Let’s start with your reputation. One negative review on a niche forum or in a lesser-known publication might go unnoticed—by you. But not by potential customers. By the time you hear about it, the damage could already be done.
Google Alerts gives you a chance to jump into the conversation early. Maybe it’s a disgruntled customer who left a bad review on a local site. You can respond quickly, show your professionalism, and potentially turn that negative into a positive. In many cases, the speed and tone of your response matter more than the original complaint.
Alerts also help you keep tabs on your competition. Want to know when your competitor launches a new product or gets mentioned in the press? Set an alert with their name or product line. It’s like having a spy in their marketing department—without the ethical baggage.
Using Alerts to Build Strategic Relationships
Now let’s flip the script. Google Alerts isn’t just about defense. It can be a powerful offense too—especially for networking.
Let’s say there’s someone you want to connect with. Maybe they’re an influencer in your industry, a journalist, a prospective customer, or even a potential business partner. You want to establish a relationship, but they don’t know you exist.
Here’s where alerts come in. Set one up with their name or the topics they frequently talk about. When an article or mention pops up, you can read it and thoughtfully comment, share it with your network, or even send it to them with a short note. You’re adding value without asking for anything in return.
Even better—set alerts for subjects you know they care about. When something newsworthy breaks on that topic, you can be the one to send them the article. Over time, they’ll start to see you as someone who shares their interests and pays attention.
It’s a soft but strategic way to build rapport. You’re not cold-pitching; you’re creating context for a warm connection.
Take a Stand to Build Authority
If you’re comfortable, use this as a chance to take a position. If the article is about something controversial, don’t be afraid to respectfully share your opinion. Even if the other party disagrees, they’ll likely appreciate that you’re thoughtful and principled. Credibility doesn’t come from being agreeable—it comes from being clear, consistent, and confident.
