Brand monitoring has become an important task for any individual or
corporation along with the growing development of social networking sites.
Positive images of a brand are very important so it is wise for the brand owner to
make observations to the comments provided by public about the brand on social
networking sites. Brand monitoring can be carried out by using software as a tool
to automatically capture data from Twitter associated with the brand of University
of Atma Jaya Yogyakarta. Brand monitoring tool can be useful to know the public
opinions about the brand of Universitas Atma Jaya Yogyakarta. Furthermore, the
opinion can be a consideration to carry out a self examination, to correct mistakes,
and to improve their services, and, in the end, to leverage the brand image.