Use Listening Social Media Monitoring for a variety of keyword combinations to track and monitor and measure all kinds of things! *Industry Trends *Company / Brand Mentions *Products / Events / Campaigns *Creative examples using Layered Searches

1. Social Media Monitoring:
What should I monitor?
Real Examples about how to use a
monitoring tool to mine for different kinds of
information.
Erin Korogodsky / @erinkoro or @lithiumtech

2. What should I search for?
Use Listening Social Media Monitoring
for a variety of keyword combinations to
track and monitor and measure all kinds of things!
• Industry Trends
• Company / Brand Mentions
• Products / Events / Campaigns
• Creative examples using Layered Searches

3. Setting Up a Search Form
Required
Relevant
Excluded
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4. What is Required, Relevant and Excluded?
▪ REQUIRED – keywords OR phrases that must appear in each result
▪ RELEVANT – keywords OR phrases that prioritize your results
▪ EXCLUDED – keywords OR phrases that you do not want in your results

5. Translate Your Needs Into a Search Form
▪ OR – Start with a keyword or phrase.
• Hit the OR button to include look for a competitive set (Honda OR
Toyota OR Nissan).
• Hit the OR button to look for all the ways to say a brand name (Comcast
OR ComcastCares).
▪ AND – Add an additional line and make it required.
• Use a new line to add to your search. For example, add “On Demand OR
ONDemand” (REQUIRED) to your Comcast Search to zero in on that product.
▪ NOT – Add an additional line with “(EXCLUDED). For
example, create a line with NBC (EXCLUDED) to remove that
mime from the conversation.

6. Boolean Operator “OR”
To include another
option, click the “OR”
button.
Keystroke shortcut:
Click tab+spacebar
▪ OR: Find all the conversations around a whole industry
by listing company names. Just hit the OR button to
include additional brands.
This tells our search engine to find anything with either Honda or Toyota or Nissan.

7. Boolean Operator “AND”
To include another
option, click the “OR”
button.
Keystroke shortcut:
Click tab+spacebar
▪ AND: Add an additional line and make it required. Now
you’re looking for something from the first line AND
something from the second line.
▪ This tells our search engine to find anything with either Honda or Toyota or Nissan AND either mpg or miles per
gallon or fuel efficient or fuel efficiency or gas mileage.

8. Boolean Operator “NOT”
To include another
option, click the “OR”
button.
Keystroke shortcut:
Click tab+spacebar
▪ NOT: Add an additional line and make it excluded. Now you’re looking for
something from the first line and something from the second line, but
anything post with a keyword from the third line is excluded.
▪ This tells our search engine to find anything with either Honda or Toyota or Nissan AND either mpg or miles per
gallon or fuel efficient or fuel efficiency or gas mileage. Any mentions including “hybrid” OR “electric” will be
excluded.

9. Layered Searches
Company Issues Targeted Marketing Searches
• First Person Insight
• Legal
• As a Woman
• Customer Service
• As a Man
• Product development
• As a Kid
• Ex-Employees
• Top Lists
• Sales / Lead Generation • Location-Based Social Networking
• Announcements around your • Campaigns
company or industry
• Products
• Keynote speaking around your
industry • Events

10. Search Examples
Setting up the
Search Forms
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11. First Person Insight - Keywords
▪ 1st Search Line: examples of people describing first person insight. This list includes
phrases like “in my opinion” or “where’s why.”
▪ 2nd Search Line: Any brand name and all of the worlds that make up the brand. In this
case, Comcast (brand name) or ComcastCares Twitter handle).

12. Demographics – “As a Woman”
▪ 1st Search Line: examples of people describing being a woman. This list includes things like “am a woman” and “as a mom”
2nd Search Line: Any brand name and all of the worlds that make up the brand. In this case, Comcast (brand name) or
ComcastCares Twitter handle).
Industry made of Keyword References – what makes up your industry? “Cable Companies” = Comcast or TimeWarner
Cable

13. Demographics – “As a Man”
▪ 1st Search Line:
father”
examples of people describing being a man. This list includes things like “am a man” and “as a
▪ 2nd Search Line: Any brand name and all of the worlds that make up the brand. In this case, Comcast (brand
name) or ComcastCares Twitter handle).

14. Demographics – “As a Kid”
▪ 1st Search Line:
second grader”
examples of people describing being a kid. This list includes things like “am a kid” and “as a
▪ 2nd Search Line: Any brand name and all of the worlds that make up the brand. In this case, Comcast (brand
name) or ComcastCares Twitter handle).

15. Top Lists
▪ 1st Search Line: examples of phrases used to create a “top” list online
▪ 2nd Search Line: Any brand name and all of the worlds that make up the brand.
In this case, “Scoutlabs” or “Scout Labs.”

16. Location-Based Social Networks
▪ 1st Search Line: examples of terms used as part of Location-Based Social Networks.
Examples include “checked in,” “4sq,” and “still the mayor.”
▪ 2nd Search Line:
case, Starbucks
Any brand name and all of the worlds that make up the brand. In this

17. Campaigns
▪ 1st Search Line: brand name. Example here is “Nike.”
▪ 2nd Search Line: campaign. Example here is “Just Do It.”

18. Products
▪ 1st Search Line: brand name. Example here is “Nike.”
▪ 2nd Search Line:
shoes.”
products. Examples here are “shoes” or “sneakers” or “gym

19. Events
▪ 1st Search Line: brand name. Example here is “Nike.”
▪ 2nd Search Line: event with brand association. Example here is “World Cup” or “WorldCup.”

20. Legal
▪ 1st Search Line:
or “litigate”.
examples of terms used to describe legal action. Terms include “suing”
▪ 2nd Search Line:
case, Walmart and Wal Mart.
Any brand name and all of the worlds that make up the brand. In this

21. Customer Service
▪ 1st Search Line:
“poor service” and “rude rep”.
examples of terms used to describe customer service issues. Terms include
▪ 2nd Search Line:
case, AT&T.
Any brand name and all of the worlds that make up the brand. In this

22. Product Development & Feedback
▪ 1st Search Line: examples of terms used to describe customer feedback. Terms include
“they should” and “why don’t they.”
▪ 2nd Search Line:
case, Netflix.
Any brand name and all of the worlds that make up the brand. In this

23. Ex-Employees
▪ 1st Search Line:
“horrible boss.”
examples of terms used to describe ex-employees like “laid off” or
▪ 2nd Search Line:
case, “Walmart” or “Wal Mart”.
Any brand name and all of the worlds that make up the brand. In this

24. Lead Generation
▪ 1st Search Line: examples of terms used to describe sales opportunities. Words include
“recommend” or “in the market for.”
▪ 2nd Search Line: Any industry and all of the worlds that make up the industry. In this
case, “Social Media Monitoring” or “SMM.”

25. Industry Keynote Speakers
▪ 1st Search Line: examples of terms used to keynote speakers. Words include “keynote,”
“keynote speaker” or “keynoting.”
▪ 2nd Search Line: Any industry you’d like to track. Examples here include “social media,”
or “social media monitoring,” or “smm.”

26. Industry Announcements
▪ 1st Search Line: examples of industry announcements. This list includes words like
“release” or “introducing” or “funded.”
▪ 2nd Search Line: This list includes industry variations “SaaS” or “Software as a Service”.

27. What Should I Search For: Industry
• Industry – in this example, it is simply “Japanese Cars”
or
• Industry made of Brand Names – include your company name, along with all competitors. For
example, this could be Honda or Toyota or Nissan
Industry search by brand name Industry search by keyword reference

28. Relative Comparisons
Comparing
Searches using the
Graph tool
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29. What Should I Search For: Company Name
Use the graph feature to compare
the volume of 3 separate searches.

30. Industry & Company Searches / Comparisons
Give results context by using
the graph feature to compare results.

31. What Should I Search For: Products
Use the graph feature to compare
the volume of 3 separate searches.