Direct mentions 

• These are clear references where the brand name is explicitly mentioned. 
• Direct mentions are straightforward to track and measure, providing clear insights into brand visibility and audience engagement.
• Social Sentiment tools, such as Brand24 or Brandwatch, can be leveraged to monitor them. 

Indirect mentions

• These may involve product names, services or content closely associated with the brand without explicitly naming it.
• These mentions require more sophisticated tracking methods but offer valuable insights into the broader brand landscape and still impact share-of-search. 

Understanding the types of mentions is imperative to understanding their impact on brand search and share of search.

Developments in search volumes, as well as trends around brand terms and products, are signals we can turn to when reporting on the impact of direct/indirect mentions across channels. 

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