Whatever type of business you run, if you are managing social media for yourself or an agency managing it for clients, it’s important to know what is being said about you. #Socialmedia can be a double-edged sword - it not only allows people to promote your company when they’ve had a great experience, but also let everyone know when things haven’t gone quite so well. As a business, being unaware of potential issues or concerns can lead to a decline in business and overall profit.
So the question then is, how do you make sure you’re following up with the people that otherwise might fall through the cracks?
The best way to do this is through social media monitoring, and more specifically, Keyword Monitoring. This not only provides results from social media sites such as Twitter and Facebook, but we also integrate with various blogs and news sites so you’ll even be able to track if an article’s been written about your business (which might be less than flattering!). So basically, social media monitoring should be high up on your marketing strategy list.
We’ve been working hard to simplify our Keyword and Brand Monitoring service over the last few weeks (so if you’ve set this service up previously and found it didn’t work for you, try again!). Here we take you through a more in-depth explanation of the key fields when setting up a Keyword and Brand Monitor so you get the results you’re looking for:
1. Has one of these terms
This is the most important field which should include the main focus of your search. For example, if I was searching for mentions of a particular company, I’d add the company name. If I was searching for mentions on a particular topic, such as ‘Social Media’, I’d add this to the field. It’s best to keep this as simple as possible and include a maximum of 5 – 6 different words or phrases for best results.
2. ‘Has any of these words’
This is where you can really tailor your search. Using the earlier examples, if I was looking for mentions of a company and I wanted to see results that also mention what people think the service provided, I could add words like ‘service’, ‘experience’, ‘assistance’, etc. If I was searching for a topic like ‘Social Media’ but I want to see results based around social media management companies, I could add ‘manage’, ‘management’, ‘platform’, ‘dashboard’, etc. into this field.
By adding the main word into the ‘Has one of these terms’ field and related terms in the ‘Has any of these words’ field, you allow the system to search in a more flexible way. People won’t always post things on social sites exactly as you would imagine or like them too, so this helps cover all your bases.
3. Doesn't have these words
This field is essentially an exclusion field. Here you can exclude mentions that are not relevant to what you’re looking for. If I have a company name that is similar or the same as another brand, I can use this field to exclude mentions relating to that company. A good example is ‘Dove’, which is used both by a beauty brand and confectioners. If I was looking for results based on the confectioners, I could add words related to the beauty brand into this field such as ‘soap’, ‘deodorant’, ‘body wash’, etc. making it less likely that mentions related to the beauty company will be brought through.
By bearing this in mind when setting up a Keyword and Brand Monitor, you’re much more likely to get the specific results you are looking for.
We also wanted to give you a 5 more tips to make sure you’re getting the most from this service:
- Less is more – keep each service relevant to a specific topic or brand, don’t try to squeeze everything into one Keyword and Brand Monitoring service.
- Only narrow the search to a particular location if you find that you’re getting a lot of irrelevant mentions and using the ‘Has any of these words’ and ‘Doesn’t have these words’ fields haven’t helped. By narrowing results to a particular location, you restrict the results purely to Twitter. If you only want mentions for a particular location, we recommend adding the location into the ‘Has any of these words’ fields first to see if this helps.
- Remember that how people use language on social media can differ from real life. It is always good practice to check how people generally refer to brands, topics, etc. on social media so that you can add in any slang terms or abbreviations people might use. The system will only look for exact matches to what you’ve added in the text fields, it cannot translate this for you itself.
- If your search isn’t bringing through results, use a search engine like Google or search on Twitter to see if there are recent results that match what you’re looking for. Remember, we can only bring through results if they are out there to find.
We also covered the topic of how to you can make the most of your monitoring results on social media, so make sure to check that article!