Social Media Monitoring: What should I monitor?

Real Examples about how to use a monitoring tool to mine for different kinds of information.

Erin Korogodsky / @erinkoro or @lithiumtech

What should I search for?

• Industry Trends

• Company / Brand Mentions

• Products / Events / Campaigns

• Creative examples using Layered Searches

Use Listening Social Media Monitoring for a variety of keyword combinations to

track and monitor and measure all kinds of things!

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Setting Up a Search Form

Required

Relevant

Excluded

What is Required, Relevant and Excluded?

▪ REQUIRED – keywords OR phrases that must appear in each result

▪ RELEVANT – keywords OR phrases that prioritize your results

▪ EXCLUDED – keywords OR phrases that you do not want in your results

Translate Your Needs Into a Search Form▪ OR – Start with a keyword or phrase.

• Hit the OR button to include look for a competitive set (Honda OR Toyota OR Nissan). • Hit the OR button to look for all the ways to say a brand name (Comcast OR

ComcastCares).

▪ AND – Add an additional line and make it required. • Use a new line to add to your search. For example, add “On Demand OR ONDemand”

(REQUIRED) to your Comcast Search to zero in on that product.

▪ NOT – Add an additional line with “(EXCLUDED). For example, create a line with NBC (EXCLUDED) to remove that mime from the conversation.

Boolean Operator “OR”

▪ OR: Find all the conversations around a whole industry by listing company names. Just hit the OR button to include additional brands.

This tells our search engine to find anything with either Honda or Toyota or Nissan.

To include another option, click the “OR” button.

Keystroke shortcut:Click tab+spacebar

Boolean Operator “AND”

▪ AND: Add an additional line and make it required. Now you’re looking for something from the first line AND something from the second line.

▪ This tells our search engine to find anything with either Honda or Toyota or Nissan AND either mpg or miles per gallon or fuel efficient or fuel efficiency or gas mileage.

To include another option, click the “OR” button.

Keystroke shortcut:Click tab+spacebar

Boolean Operator “NOT”

▪ NOT: Add an additional line and make it excluded. Now you’re looking for something from the first line and something from the second line, but anything post with a keyword from the third line is excluded.

▪ This tells our search engine to find anything with either Honda or Toyota or Nissan AND either mpg or miles per gallon or fuel efficient or fuel efficiency or gas mileage. Any mentions including “hybrid” OR “electric” will be excluded.

To include another option, click the “OR” button.

Keystroke shortcut:Click tab+spacebar

Layered SearchesCompany Issues

• Legal

• Customer Service

• Product development

• Ex-Employees

• Sales / Lead Generation

• Announcements around your company or industry

• Keynote speaking around your industry

Targeted Marketing Searches

• First Person Insight

• As a Woman

• As a Man

• As a Kid

• Top Lists

• Location-Based Social Networking

• Campaigns

• Products

• Events

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Search Examples

Setting up the Search Forms

First Person Insight - Keywords

▪ 1st Search Line: examples of people describing first person insight. This list includes phrases like “in my opinion” or “where’s why.”

▪ 2nd Search Line: Any brand name and all of the worlds that make up the brand. In this case, Comcast (brand name) or ComcastCares Twitter handle).

Demographics – “As a Woman”

▪ 1st Search Line: examples of people describing being a woman. This list includes things like “am a woman” and “as a mom”

2nd Search Line: Any brand name and all of the worlds that make up the brand. In this case, Comcast (brand name) or ComcastCares Twitter handle).

Industry made of Keyword References – what makes up your industry? “Cable Companies” = Comcast or TimeWarner Cable

Demographics – “As a Man”

▪ 1st Search Line: examples of people describing being a man. This list includes things like “am a man” and “as a father”

▪ 2nd Search Line: Any brand name and all of the worlds that make up the brand. In this case, Comcast (brand name) or ComcastCares Twitter handle).

Demographics – “As a Kid”

▪ 1st Search Line: examples of people describing being a kid. This list includes things like “am a kid” and “as a second grader”

▪ 2nd Search Line: Any brand name and all of the worlds that make up the brand. In this case, Comcast (brand name) or ComcastCares Twitter handle).

Top Lists

▪ 1st Search Line: examples of phrases used to create a “top” list online

▪ 2nd Search Line: Any brand name and all of the worlds that make up the brand. In this case, “Scoutlabs” or “Scout Labs.”

Location-Based Social Networks

▪ 1st Search Line: examples of terms used as part of Location-Based Social Networks. Examples include “checked in,” “4sq,” and “still the mayor.”

▪ 2nd Search Line: Any brand name and all of the worlds that make up the brand. In this case, Starbucks

Campaigns

▪ 1st Search Line: brand name. Example here is “Nike.”

▪ 2nd Search Line: campaign. Example here is “Just Do It.”

Products

▪ 1st Search Line: brand name. Example here is “Nike.”

▪ 2nd Search Line: products. Examples here are “shoes” or “sneakers” or “gym shoes.”

Events

▪ 1st Search Line: brand name. Example here is “Nike.”

▪ 2nd Search Line: event with brand association. Example here is “World Cup” or “WorldCup.”

Legal

▪ 1st Search Line: examples of terms used to describe legal action. Terms include “suing” or “litigate”.

▪ 2nd Search Line: Any brand name and all of the worlds that make up the brand. In this case, Walmart and Wal Mart.

Customer Service

▪ 1st Search Line: examples of terms used to describe customer service issues. Terms include “poor service” and “rude rep”.

▪ 2nd Search Line: Any brand name and all of the worlds that make up the brand. In this case, AT&T.

Product Development & Feedback

▪ 1st Search Line: examples of terms used to describe customer feedback. Terms include “they should” and “why don’t they.”

▪ 2nd Search Line: Any brand name and all of the worlds that make up the brand. In this case, Netflix.

Ex-Employees

▪ 1st Search Line: examples of terms used to describe ex-employees like “laid off” or “horrible boss.”

▪ 2nd Search Line: Any brand name and all of the worlds that make up the brand. In this case, “Walmart” or “Wal Mart”.

Lead Generation

▪ 1st Search Line: examples of terms used to describe sales opportunities. Words include “recommend” or “in the market for.”

▪ 2nd Search Line: Any industry and all of the worlds that make up the industry. In this case, “Social Media Monitoring” or “SMM.”

Industry Keynote Speakers

▪ 1st Search Line: examples of terms used to keynote speakers. Words include “keynote,” “keynote speaker” or “keynoting.”

▪ 2nd Search Line: Any industry you’d like to track. Examples here include “social media,” or “social media monitoring,” or “smm.”

Industry Announcements

▪ 1st Search Line: examples of industry announcements. This list includes words like “release” or “introducing” or “funded.”

▪ 2nd Search Line: This list includes industry variations “SaaS” or “Software as a Service”.

• Industry – in this example, it is simply “Japanese Cars”

or

• Industry made of Brand Names – include your company name, along with all competitors. For example, this could be Honda or Toyota or Nissan

What Should I Search For: Industry

Industry search by brand name Industry search by keyword reference

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Relative Comparisons

Comparing Searches using the Graph tool

What Should I Search For: Company Name

Use the graph feature to comparethe volume of 3 separate searches.

Industry & Company Searches / Comparisons

Give results context by using the graph feature to compare results.

What Should I Search For: Products

Use the graph feature to comparethe volume of 3 separate searches.