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.


New Metrics in Social Media Listening and Monitoring

New Metrics in Social Media Listening and Monitoring



                                                “When you are not listening you are not learning
Companies now have spent approximately more than 6 years in the social media landscape; it is indeed interesting to see how this space has evolved over the period of time. Now we have luxury to express our likes, dislikes, what we want, when we want and from whom we want. Many individuals all over the world are having conversations about the brands, products, services, online users discuss about your product quality or service quality in a blog, mention your name on Twitter, share your press release on Facebook, leave a comments on a review sites, but with all the talking happening around in this virtual world shouldn’t there be someone listening to it?.


“When you don’t listen you will not be heard”

Millions of online users share opinions and how they perceive about the brand or products. Companies trying to develop better relationship with customers should start engaging in a conversation and a basic of good conversation is to listen. Listening to conversations on what being said on the social space can provide critical insights that companies need to leverage their marketing activity.

Metrics in Social Media

Is social media all about share of voice, sentiment, media Type?  If it was asked before five years, my answer would be YES. But we are in the era of Social Media and already observed its growth, direction and challenges in terms of Marketing, Implementation and Execution. Analytics plays an important role across all the different aspects of brand image. The most difficult task is to convince and influence our clients (marketers). We see different service providers come up with different methodologies and framework to derive meaningful insights with different parameters. When a client look at the frameworks independently it may be hard to digest, however it makes sense if we provide cumulative insights.

Conversation Impact Matrix

In today’s scenario we have realized the importance of brand presence and visibility which will drive reach and awareness. So, now at a broader level, we can easily emphasize on two areas which would play significant role in increase brand visibility and presence, a marketer would also like to analyze its competition based on these factors or metrics:
·         Unique Sites                                     
·         Unique Authors
As a social media professional I have been working with these metrics for quite a long time and have understood how unique websites and unique authors would impact in increasing brand awareness and reach. However, I was trying to figure out a simple framework which would be easily understood and makes sense for marketers/companies to get a quick glance of their overall social media Activity Landscape. I have come-up with the below framework which is a three dimensional chart that describes competitors the exposure level comparing unique authors and sites.
I tried to incorporate all the learning from four broad areas, Educate, Engage, Entertain, and Empower. The size of the bubble represents the Brand Visibility (total no. of articles/news/posts during the period of consideration). Brand Reach (number of unique sites) and Brand Awareness (number of unique authors) can be shown either in X or Y axis. When the brand has more number of unique authors participating in the discussion, Brand Awareness increases. Similarly, when number of unique site increases, the potential Brand Reach increases.

What should a marketer/company do when they are placed in?

Educate: When the conversations emerge from less unique authors and less unique sites, the brand should educate the audience in the respective influential sites. This activity would help the brand toincrease brand presence.
Entertain: If the brand has more unique authors and less unique sites, the brand should entertain the audience by providing rich content. This activity will help the brand to retain its audience.
Engage: If the brand has less unique authors and more unique sites, the brand should engage with the influential sites. By doing this there is an opportunity for new audience acquisition.
Empower: When conversations originate from more unique authors and more unique sites, the brand should try to empower influential authors and sites. This activity would help to increase positive awareness and reach through brand advocates.
This framework can be used an indicator and can be enhanced further. Analyst can develop more valuable frameworks, keeping this as a benchmark while providing Social Media Analysis reports.