Your social media efforts start with identifying which keywords your audience is using when talking about your brand, service, or products in the industry.
Tracking the right keywords enables you to gain deeper insights into the needs and wants of your community to gain maximum value out of your social media presence. When diving more into detail, monitoring the right keywords allows you to:
- Discover the main points of engagement
- Determine the frequency/volume of incoming mentions
- Better understand your product, brand, and more importantly, the service you deliver on social media
- Track relevant trending topics
While brands already realize monitoring is an essential aspect of their social media presence, they are often rather clueless when it comes to the types of keywords they should monitor:
“Beyond my own brand name, which other, relevant keywords should I include to keep a well-rounded view of my brand, industry, and competitors?”
Keep in mind: determining the right keywords isn’t a one-size-fits-all strategy. Each brand will have its own, unique set of keywords.
Let’s get back to basics, and make sure you’re not missing out on any opportunities. Here are some crucial keywords you should monitor to find those conversations that truly matter:
1. Brand Name
Tracking your own brand name is an obvious one. However, what isn’t as straightforward is pulling the right data and cutting through the noise to unlock relevant brand mentions. Dive into the complexity of your brand name to understand how people are talking about your brand. This is a continuous learning process, and non-stop improvements are key in getting rid of keywords that clog up your inbox.
Here are some key examples of how you can optimize your keyword search in this case:
- People often write brand names in multiple, incorrect ways. Be sure to include variations in spelling of your brand name.
- Your brand name already exists. For example, the brand name ‘BBC’ is a Belgian agency, but ‘BBC’ can also be used to refer to the British Broadcasting Corporation. In the case of the agency, BBC, you will have to look for combinations in which people would normally talk about your brand: adding keywords such as ‘agency’ and ‘social media’ or excluding ‘public broadcasting’.
- People confuse your brand name with a normal word.
Make a separate project that bundles all of your campaigns that are currently up and running. Did you create a new Twitter account or come up with a unique hashtag to support your campaign? Create some extra topics, and pull these mentions in separately. Bear in mind, they are usually only relevant during a certain period in time. So, once campaigns are over, delete the extra topics with the keyword search on that specific hashtag, and declutter your inbox once again.
3. Product Range
Brands often have multiple products under one, bigger brand name. Make sure you include these product names/labels as well. More specifically, monitor for discussions, questions, and conversations about your product category. Moreover, by monitoring key buying indication keywords (e.g. “I need a holiday!” for a travel agency) within your product category, you can detect potential sales opportunities, and expand your pool of prospects.
4. Customer Service Issues
Monitor ongoing customer concerns, and identify customer service issues as they appear. Measure the volume of conversations around customer service issues to make it easier for your brand to respond to customer service issues in real-time. Collect this feedback to share within the company, and easily detect crisis situations within your brand’s community.
Tip: To make sure you easily track crisis situations in relation to your brand, monitor your brand name in combination with keywords such as: ‘hate’, ‘complaint’, or ‘bad service’.
5. Industry Trends/Issues
How can you find conversations, beyond your brand name, that are actually relevant to your brand? Industry trends obviously involve any relevant keywords related to the industry within which you operate. By monitoring your industry, you can discover key industry issues to keep a complete overview of the market. Identifying industry trends is also a great way to optimize SEO. By creating content with the same keywords your industry uses, you can boost website traffic.
Become a true thought leader: identify key industry trends, and understand where conversations are taking place about key industry topics. Moreover, identify other industry thought leaders, monitor their influence, and unlock opportunities to expand your network.
Tip: If you want to monitor trends in the airline industry, you could, for example, monitor the keywords ‘airline industry’ in combination with the word ‘cheap’ to detect possible trends for pricing within your industry.
Add your most important competitors to your keyword search, benchmark your social media efforts, and gain a crucial competitive advantage over your competition. This will allow you to compare relevant KPI’s, and discover more competitive insights. By monitoring your competition, you can discover online mentions, be the first to know when there’s a new product release, discover negative mentions of competitors to use as opportunity for new business, and many more.
Monitor the activity of important people (e.g. influencers, prospects, though leaders) in your industry. Include them in your keyword search to continuously keep track of their activity.
What Can We Conclude?
Monitoring doesn’t just end with tracking the right keywords, it also means tracking keywords in the right places. Engagor monitors social media, news sites, blogs, forums, and anything else that is public online in 166 languages.
Top-notch monitoring means taking the time on a daily basis to sift through your mentions in order to gain more insights about where relevant conversations are taking place. Expand your opportunities to monitor, and actively deal with noise in the inbox.