The use of internet monitoring tools in researching information about the war in Ukraine on the example of the Brand24 application

Abstract

Internet monitoring is usually used in the marketing industry to protect the reputation, strengthen the brand image or increase the sales of a given product. Allows you to optimize your promotional strategy, and above all, it facilitates its adaptation to the needs of customers. The process of analyzing emerging information in the digital space, it is increasingly supported by applications with which it is possible to automatically track mentions of a specific brand, topic, event, etc. Such tools (their subjective selection has been presented in this article) can also be used in other areas. To prove this, the operation of the Brand24 application, which was used to monitor mentions of Russia and Ukraine, appearing on the Internet from January 17, 2022 to January 17, 2023 in connection with the outbreak of war, was described in detail. The main purpose of the article was to quantitatively examine selected Internet resources in terms of entries regarding the conflict. In the analyzed period, nearly 14 million messages were identified, the manual verification of which would be simply impossible. The solutions used in the application turned out to be particularly helpful in the process of verifying false information about the war between Russia and Ukraine, contributing to the elimination of a large part of it from the digital space.