Social media monitoring penetrated the marketers’ lives quite suddenly, turning out to be common practice in three winks. Yet, it can be not that simple for the less experienced in the domain. One of the common questions about social media monitoring is this: what keywords should be checked? This is a crucial question, so let us shed some light on how keyword monitoring helps brands.
First of all…
What are keywords?
In reference to social media monitoring, keywords are the words or combination of words that a person types into the program so that the program can find all relevant documents that contain these words. A document can be a message on the forum, a Facebook/Google+ post, a Tweet, a name of the YouTube video, a sentence on a blog, on a Q&A site, or in an online article. So, an instance of a keyword can be “HP”, “Bank of America”, “Game of Thrones” or anything else.
Which keywords should you monitor?
While you can keep an eye on absolutely any keywords, there are seven major types of keywords that generally are ideal for businesses to monitor:
4. Customer Service
Now let’s discuss in depth about each of these sorts so that you could find keywords that are perfectly right for your business and perchance discover new ideas for efficient monitoring.
Let’s start from basics, and make sure you are not over passing any opportunities.
Here are a few crucial keywords you must monitor to find those conversations that actually make sense:
1. Brand Name
Tracking your own brand name is understandable. However, what isn’t as simple is extracting the right data and going through to unlock pertinent brand mentions. Pore over the intricacy of your brand name to understand how people are interacting with your brand. This is a constant learning process, and non-stop improvements are vital in getting rid of keywords that block your inbox.
Here are a few key illustrations of how you can optimize your keyword search in this case:
- People a lot of times write brand names in numerous, inaccurate ways. Be sure to add variations in spelling of your brand name.
- Your brand name already prevails. For instance, the brand name ‘HP’ Hewlett-Packard Company, but ‘HP’ can also be used to refer to the Hindustan Petroleum Corporation Limited. In the case of the brand, HP, you will have to search for combinations in which people would generally talk about your brand: adding keywords such as ‘company’ and ‘social media’ or people will confuse your brand name with a common word.
Make a distinguished project that has a collection of all your campaigns that are at present up and running. Did you create a new Twitter account or create an exclusive hashtag to brace your campaign? Find some extra topics, and pull these mentions in independently. Keep in mind; they are generally only applicable for a fix time period. So, once campaigns are done, erase the additional topics with the keyword search on that particular hashtag, and declutter your inbox once again.
3. Product Range
Brands often have various products under one, bigger brand name. Ensure including these product labels/names too. More purposely, monitor the questions, discussions, and conversations about your product grouping. Furthermore, by monitoring main buying indication keywords (e.g. “I need to book a hotel!” for a hospitality industry) within your product category, you can identify potential sales opportunities, and augment your pool of prospects.
4. Customer Service problems
Scrutinize ongoing customer concerns, and make out customer service issues as they come into view. Calculate the volume of conversations around customer service problems to make it simpler for your brand to respond to customer service concerns in real-time. Gather this feedback to share within the company, and without difficulty detect critical situations within your brand’s community.
Takeaway: To ensure you effortlessly track extremity in relation to your brand, monitor your brand name in amalgam with keywords such as: ‘hate’, ‘grievance’, or ‘poor service’.
5. Industry Trends/Issues
How can you dig up conversations, outside your brand name, that are truly relevant to your brand? Industry trends certainly involve any applicable keywords related to your industry vertical. By monitoring your industry, you can find out key industry issues to keep a total overview of the market. Analyzing industry trends is also an excellent way to optimize SEO. By creating content using the same keywords your industry uses, you can increase website traffic.
Become a true forerunner: identify major industry trends, and know where conversations are taking place about key industry subject matter. Also, find out other industry experts, monitor their influence, and open the door to opportunities for expanding your business network.
Takeaway: If you want to monitor trends in the eCommerce industry, you could, for example, monitor the keywords ‘eCommerce industry’ in combination with the word ‘cheap’ to find possible trends for pricing within your industry vertical.
Include your most important competitors to your keyword search, scale your social media efforts, and gain a key competitive advantage over your competition. This will help you to measure up relevant KPI’s and determine more competitive insights. By monitoring your competition, you can find online mentions, be the first to know when new product releases, find out negative mentions of competitors to use as an opportunity for new business, and more.
Watch carefully the activity of chief people such as prospects, influencers, and thought leaders in your sector. Add them in your keyword search to unceasingly keep track of their activity.
The final say
Monitoring doesn’t just stop by tracking the correct keywords, it also means tracking keywords in the correct places. If you lack the skills to monitors social media, news sites, blogs, forums, and anything else that is public then hire SEO experts from a reputable company.
An experienced SEO agency would understand effective monitoring and would take the time on a daily basis to filter through your mentions in order to achieve more insights about where applicable conversations are taking place. Thus, expand your opportunities to monitor, and enthusiastically deal with it.