Monitoring your organization’s brand mentions is really only one segment of the conversations worth monitoring. With the sheer volume of social messages posted every second, it’s worth keeping an ear to the ground by using keyword search for phrases that your industry and community are engaging with on a regular basis.
With Twitter search operators, social media managers must take advantage of complex search queries to engage with a larger community.
At this week’s #SproutChat, we covered getting the most out of monitoring beyond brand mentions and how to utilize Sprout’s Brand Keywords.
Always Monitor Keywords
People tag brands on social because they want to guarantee your brand sees the post. There are often two extremes: they have a customer support issue or they really love your brand. But what about everything in between? Monitor alternate spellings of your brand name, mentions of your product names and common industry terminology to find opportunities to engage.
@SproutSocial I monitor our company hashtags as well as terms/hashtags that match our technology practice areas. #sproutchat
— Richard Hostler (@CNXN_Hostler) November 2, 2016
@SproutSocial A1: Take the time to set up specific (and useful) keywords, including hashtags. Keep an eye on trending convos. #SproutChat
— Jordan Bath (@jbath13) November 2, 2016
A1: I have our basic keywords in Sprout, and I'll change them for certain events (looking for full moon photos to RT) #sproutchat
— Brad Lovett (@Brad_Lovett) November 2, 2016
A1: Test out terms and see which get the best results via: IG Location, Twitter, or IG hashtag. #SproutChat
— Jeff Higgins (@AnnaMariaSocial) November 2, 2016
A1 #SproutChat @CityOfLasVegas uses it to monitor #hashtags, tweets about city representatives and posts from certain locations.
— Natasha Kristina (@hitheresunshine) November 2, 2016
Play Around With Boolean Search Terms
When getting started with complex search, start broadly. Once you see the kind of results the terms garner, you’ll have a better handle on what needs to be filtered out. You can always get more granular using quotes, the minus sign and parenthesis. Test variations to find the best results. Ask your target audience how they refer to topics or phrase something- keep in mind this may vary by region.
A2: to:specificuser is great for finding an audience interested or engaging with a certain brand or users tweets. #SproutChat
— Jeff Higgins (@AnnaMariaSocial) November 2, 2016
A2: I use parentheses or quotes a lot! Helps when engaging with people #SproutChat
— Searcy Sledge (@SearcySledge) November 2, 2016
A2 In general "Not" is a good way to segregate query results #sproutchat
— Phil Siarri (@philsiarri) November 2, 2016
Take Advantage of Geotagged Content
Instagram users not only love beautiful images, but they also enjoy adding geotags to their posts. Geotags are a great way to learn more about conferences, festivals or meetups. They can also provide valuable insight on competitors. Instagram content provides an intimate look into an individual’s passions. Monitoring a combination of hashtags and geotags via Instagram can be incredibly beneficial for understanding a community.
@SproutSocial A4. Competitors for sure. And markets that you're in – or want to be in. See what’s being said out there! #SproutChat
— Jordan Bath (@jbath13) November 2, 2016
A4: Local events and sports locations. It's never bad to be involved in a local conversation for a SMB #SproutChat
— Jeff Higgins (@AnnaMariaSocial) November 2, 2016
A4: For travel and tourism, competing destinations. #sproutchat
— Brad Lovett (@Brad_Lovett) November 2, 2016
A4 Competition site but also industry-specific conferences #SproutChat
— ShereeseM, MS/MBA (@ShereesePubHlth) November 2, 2016
Q4: Cities, neighborhoods, conference/market locations #sproutchat https://t.co/q0AFYab0Ps
— Meagan DeMenna (@mdemenna1) November 2, 2016
Build a Strong Relationship Before Selling
After finding these conversations, you’ll want to engage. In order to ensure a value for both parties, do your research so your conversation doesn’t come off as ignorant.
Never begin with a sales pitch. Ask questions and offer resources before bringing up your own needs or pitching your product or service. People have become more perceptive of brands who are simply looking to make a sale.
A6 #SproutChat, chime in on their tweets or conversations. You can also just <3 their tweets to let them know you're listening
— Natasha Kristina (@hitheresunshine) November 2, 2016
A6 offer something meaningful and engaging. It's ok to be a stranger in social media but you must be relevant… #SproutChat @SproutSocial
— Liam Batch (@liamonsocial) November 2, 2016
A6. Be original and "real" don't give off a robot like vibe. #SproutChat
— Brianna Neal (@BriannaNeal04) November 2, 2016
A6: Be real. Ask for advice on a project that aligns with their specialties. Engage w/ them on their projects. #SproutChat
— Meagan DeMenna (@mdemenna1) November 2, 2016
See you next week to discuss measuring the impact of in-person events. Join our Facebook community to continue the discussion beyond Twitter and to view weekly topics and discussion questions.
This post #SproutChat Recap: Using Keyword Search for Twitter & Instagram originally appeared on Sprout Social.
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