The efficiency of any Social Customer Service initiative depends on good social media monitoring. This in turn directly depends on the quality of the keywords you select.
Here are 5 tips to help define the search terms you use in your monitoring.
1. Clearly define what you need to “hear.” Think carefully about possible keywords and how they are connected to your goals. What kind of conversations are you interested in hearing about your brand? What topics are meaningful? Spending some time defining this can help eliminate steps and avoid unnecessary work later on. In addition, remember that your focus should be your own brand; monitoring your competition or the market does not make sense when it comes to Social Customer Service.
2. Understand the search logic used by each social media network. A very common error in any monitoring process is not realizing that each social media network has its own search nuances. For instance, Facebook searches depend on attributes that do not exist in Twitter. Therefore, you will need to study the search templates of the networks that you plan to monitor before you can effectively register keywords. You can find these by exploring the advanced configurations and settings of your chosen social media network.
3. Test the keywords you intend to register for your monitoring in the search fields of the social media websites you have selected. Before adding keywords to your monitoring test them in the search fields of the different social media websites you plan to monitor. This will prevent you from using keywords that are not going to return useful information and from wasting your analysis time. This is particularly valid for companies with common names: Obviously when “Apple” appears in a social media search it does not always mean that people are talking about the consumer technology giant. For instance, if people on Twitter are talking about “eating an apple” the comment doesn’t apply to Apple Corporation so you can adjust your settings to exclude the word “eating” from your search.
4. Create an extensive list of words that may be associated with your brand. Hold a brainstorming session with your team to map out the most extensive number of keywords related to your company’s business focus. Once you have a large pool of terms you can sift through and identify the most relevant ones. This process is not always easy so here are some ideas from Daniel Imamura, CEO analyst and blogger, on how to have a productive and organized brainstorming session.
5. Use tools that will help you understand the universe of keywords. Google Insights for Search and Google Adwords Keyword Tool are a couple that we recommend to give you ideas for terms that you may not have thought of yet.
STRAIGHT TO THE POINT
> Providing good customer service in social media depends on good monitoring which in turn requires accurate and appropriate keywords;
> Get to know the way each social media website’s search engine operates. In addition, to save time, test possible terms in the search fields of each social media website before registering them in your monitoring platform.
> Know what type of information you want to uncover in your social media monitoring but be sure to make an extensive list of words that could be connected to your brand so you can narrow it down to the best ones;
> Use tools to better understand the universe of Internet keywords available, such as Google Insights for Search and Google Adwords Keyword Tool.