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Social Media: How to listen

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Gavin Heaton

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.

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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? Dont be the last to know! Make sure example, if someone really doesnt like my blog, they may you monitor key executives and social media participants. write servantofchaos sucks. And Id like to know about it. 2 what What youll 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.

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Social Media: How to listen

  • 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? Dont be the last to know! Make sure example, if someone really doesnt like my blog, they may you monitor key executives and social media participants. write servantofchaos sucks. And Id like to know about it. 2 what What youll 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.