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Written by:
TheresaSorenson
1/5/2011 1:31 PM
You have decided to take the plunge into Social Media Monitoring and you are now asking where do I start? How do I ensure the information I am monitoring is relevant to my objective? These are all great questions. Itracks’ SMM platform relies on my ability to set up, monitor and evaluate keywords or key phrases that are relevant to our business objectives.
This post is one of many to come this year, highlighting for you tips on how to meet your social media monitoring objectives.
Keywords
In a social media monitoring campaign, the first step is to determine the right keywords that will get you to the most relevant and interesting information. The keywords, that you set up, directly impact the quality of information captured and they affect the effort required to manage that information. Here are tips to assist you along the way.
1. Keep the keywords to a well-defined business initiative – say a new product launch.
2. Use commonly-used categories such as: brand name, product name – for example “Itracks” and “Online Focus Group”.
3. Avoid generic words such as “internet”, “candy” or “flight”.
4. Use the initial results from monitoring to define new keywords for your campaign that will produce relevant results. Keep refining!
To close, the Altimeter Group report, Social CRM –The New Rules of Relationship Management, has this advice: “Use tightly-scoped keywords to define the search parameters. Yet don’t go too tight or you miss key opportunities – going too wide results in too much noise.”
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52 comment(s) so far...
Re: Social Media Monitoring - The Importance of Keywords
Hi there,
I would have to agree with you as I work specifically with a social media monitoring tool, Alterian SM2. Lets face it, when it comes to ROI and how do you measure it, if you are pushing out social media content you need to be specific in your keywords so that it doesn't get lost in the social sphere. You will spend countless hours sifting through irrelevant information and measuring is nearly impossible. There are masses upon masses of data out there and the only way to "tag" your data or campaign is to make is specific and relevant at the same time. Refine refine refine no SMM tool can do it all. yet.
By Mark Stolte on
1/6/2011 10:11 AM
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Re: Social Media Monitoring - The Importance of Keywords
Mark, I agree with you 100%.
Refine, refine, refine, and just as important is starting your campaign/monitoring with an clear objective.
By TheresaSorenson on
1/6/2011 12:37 PM
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Re: Social Media Monitoring - The Importance of Keywords
Great advice!
Narrowing the right keywords to search for sometimes sounds like the easiest part of setting up monitoring ("oh, we'll just plug in our name"), but is actually quite a process. I work for Sysomos (disclosure) and I know that we work very carefully with our clients to make sure they are using the right kinds of key words to ensure only relevant information comes into our system. One thing we do (and I know other companies do as well) is we set up monitoring in two-steps; queries and tags. Query words is what our software scours the web for, but tagging it helps to separate all that info into categories that make sifting through it all much easier.
As well, what Mark says is absolutely true, it's an ongoing process that must be refined again and again and again as time goes on.
Cheers,
Sheldon, community manager for Sysomos
By 40deuce on
1/7/2011 8:55 AM
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Re: Social Media Monitoring - The Importance of Keywords
Keyword mapping and intelligent boolean query creation are the bread and butter in our team of analysts. In a previous social media researcher incarnation I had lots of fun trying to work out why one antiseptic liquid brand seemed to outshine all others so dramatically while it didn't feel so front-of-mind in my own consumer concious. The brand was TCP.... and by far and away the most enormous volume of comment returns were to do with internet protocol troubleshooting!
The tool we use is well known; it's MyBuzz from BuzzMetrics. A fundamental difference with this tool compared to others I have used is the ability to precisely tailor Boolean queries, check, refine and remove junk/irrelevant keywords as you look at the comment returns. Once we are happy that we have a keyword query with at least a 90% cleanliness, we'll make that available to the client, so they have more manageable and quite reliable data to sift through without having to wade through endless junk.
This approach requires front-loading of projects in terms of set up that can sometimes be heavier than with other social media monitoring tools I have used, but it is a god-send in repeat/tracking projects as the time saved overall is fantastic.
Louisa Evans
UK Research Manager
NM Incite
By Louisa on
1/11/2011 8:48 AM
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Re: Social Media Monitoring - The Importance of Keywords
Thanks for sharing Louisa.
When you first start a SMM campaign/project there can be a volume of noise/junk and I rely very heavily on the Itracks' Social Media Monitoring feature for setting up keyword/url/twitter exclusions to reduce this noise and refine the information being pulled in based on my original set of keywords.
By TheresaSorenson on
1/11/2011 2:16 PM
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Re: Social Media Monitoring - The Importance of Keywords
Sheldon, thank you for sharing as well. The ability to tag is most beneficial to help one make sense of the data.
By TheresaSorenson on
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