The document discusses how to effectively listen in social media to gain business insights. It recommends breaking listening into 5 key segments: brand, product, industry, key personnel, and intent. Within each segment, create keyword lists to track mentions. The document also categorizes what will be heard into 7 categories from questions to loyalty. It concludes by recommending setting up keyword searches across platforms and aggregating them for easy monitoring.

1. to
listen
how social
media 1 who Brand
At any social event you want to be part of the
conversation that most interests you. In social Product
media, that means listening to those who are
talking about your business. So you need to listen
for the conversations before you can find the Industry
people.
Breaking your listening program into five key segments Key personnel
can help you manage your focus and also provide clear
escalation paths within your business. Create a list of
keywords related to each segment. Intent
Brand: Clearly you want to be aware of any specific
mentions of your brand. Also include mis-spellings
Product: Create keyword lists of your products and services.
Add to this list a short descriptions of the problem that these
products/services solve.
Industry: You want to keep track of your competitors, right?
Create keyword lists of your competitor brand and product Intent: Do people love you? Do they not? Consumer
names. Add to this list the top 5 trends facing your industry. conversation can be robust, so make sure you monitor
You want to be across these. keywords related to your brand, your promise and your
Key personnel: Do you know what your boss is up to online? products with appropriate (and inappropriate) modifiers. For
What about your CEO? Don’t be the last to know! Make sure example, if someone really doesn’t like my blog, they may
you monitor key executives and social media participants. write servantofchaos sucks. And I’d like to know about it.
2 what
What you’ll hear Why
Questions Awareness
Qualifications and fit Interest
Competition Consideration
Complaints and Trial
compliments
Intent Purchase
Responsiveness and Service
engagement
Influence Loyalty
3 how
Setup keyword searches in a variety of search engines and
Learn more: import the RSS feeds into your Google Reader account. Use
To turn social media into business insight, subscribe to iGoogle, NetVibes or Feedly to display your aggregated Google
www.servantofchaos.com Reader information in an easy-to-read format.