Building the Right Keyword Queries for Social Media Listening

Social media monitoring or listening has been discussed for a quite long time and you’ll see articles about how to use social for business to break a revolution. Not many companies have succeeded in their social journey and many are still cautious to dip their toe in the ever-changing ocean of social media. Whether you have an active presence for you brand on social or not, you must realize the importance of monitoring and measuring social chatters.

 

Monitoring and listening tools play a vital role in accomplishing your listening objectives. Social Media Monitoring tool market is fragmented and each one is different in its approach, methodology and metrics and the fact that there is not an agreed-upon metrics and best practices available. You should be looking for a tool that provides both robust monitoring features and measurement capabilities. Tools like Radian6, Brandwatch, Sysmos, Attensity are some of the leading social media monitoring tool providers.

 

Outline the purpose/intention of monitoring

Social media monitoring should be intentional and you shouldn’t be doing it because others do so. If there is no objective defined you will be lost in the ocean of social media chatters and might end up with bare hands. Defining a clear objective will guide you to travel in the right path to find solutions for your business problems.

 

Sample goals

  • Understand what customers opinion about my newly launched product
  • Know what my customers likes and dislikes
  • Monitor for customer discussions damaging brand reputation
  • Understand my competitors standpoint and industry trends
  • Identify people in need of services and products and provide assistance during their purchase cycle
  • To prioritize customer service issues and respond to their queries by creating a collaborative and enhanced exchange of information

 

Decide what to monitor?

Typically social media monitoring is on the basis of keyword queries. Listening experts had always stressed the importance of choosing the right set of keywords for any social media listening projects. They also feel that “Query” is a backbone of social listening. The social media tool aggregates data from social media sites based on the keywords you specify. Relevant keywords include brand name, product names, campaign names, industry keywords etc.

 

Queries, Social Media

Steps to Build Social Media Query

Choosing the right keywords

Industry Terms and Acronyms

When I start working on a project the first thing I will consider doing is to understand the customers’ business and the industry my customers is a part of. This will give me an idea of the recent trends and industry developments. Meanwhile I will also start collecting key topics, terms and acronyms which will help in building basic query.

 

Mining gold from company website, Corporate Social properties

There is no other better place than Company websites to understand their business. Company websites provides information like the products and service, channel partners, campaign details, stakeholders, competitors, and their corporate social properties. As mentioned before relevant keywords will include product names, category they serve CSR activities, promotions and campaign names etc. With the keywords gathers start building basic Boolean queries. Query building is not a one time activity and its ongoing process. You can always make your search result more accurate by building complex queries.

You can always look at other publications and databases for choosing the right set of keywords. This is one way of selecting keywords.

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