Sure, you know that you need to use a monitoring tool to keep an eye on your brand. But what do you search for? How do you get into the nitty gritty without having to keep digging for what

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

3. Company / Brand Mentions

4. Products / Events / Campaigns

6. 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

7. 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.

8. 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.

9. 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.

10. 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.

12. Customer Service

13. Product development

14. Ex-Employees

15. Sales / Lead Generation

16. Announcements around your company or industry

18. As a Woman

19. As a Man

20. As a Kid

21. Top Lists

22. Location-Based Social Networking

23. Campaigns

24. Products

26. 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).

27. 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

28. Demographics – “As a Man” 1st Search Line: examples of people describing being a man. This list includes things like “am a man” and “as a father” 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).

29. Demographics – “As a Kid” 1st Search Line: examples of people describing being a kid. This list includes things like “am a kid” and “as a second grader” 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).

30. 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.”

31. 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: Any brand name and all of the worlds that make up the brand. In this case, Starbucks

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

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

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

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

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

37. 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: Any brand name and all of the worlds that make up the brand. In this case, Netflix.

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

39. 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.”

40. 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.”

41. 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”.

43. Relative Comparisons Comparing Searches using the Graph tool 28

44. What Should I Search For: Company Name Use the graph feature to compare the volume of 3 separate searches.

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

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