Title: what actually matters when monitoring media for a personal brand (vs a company)?

been doing this for a company for years but recently started managing media monitoring for an individual, and it's a different beast than i expected.

a few things i've learned to watch for: name collisions are brutal (common names pull in a hundred people who aren't you), and you have to track misspellings and nicknames or you miss half the mentions. context matters way more too, since one bad quote attached to a person sticks harder than it does to a brand. and the off-platform stuff (podcasts, newsletters, youtube comments, niche forums) is usually where the real reputation signal lives, not the obvious news hits.

what am i still missing? curious what the people doing personal/exec reputation work pay attention to that company monitoring lets you ignore.