One of the most difficult parts of listening is creating searches. Do you know why it's so hard to create searches?
It's tough, because oftentimes we don't know what searches to create. If you don't know what you want, the process gets tougher still.
If you have started an instance of monitoring and have yet to formulate a strategy, you probably don't know what the use of monitoring social media is. You don't know what information can be taken from these media networks or which keywords to monitor.
This guide will help you step by step to an easier time creating your searches so that your monitoring gets you really interesting results.
This guide will not provide examples of keywords, users, or competitors. This information is directly related to your company's formulated strategy for monitoring. I will not show you how to easily apply this strategy to Scup.
Where to begin?
Coming up with a good strategy is a good start to an instance of monitoring. You should already have answers to various questions on this point, such as:
- What do I want to do monitoring for?
- Am I going to monitor my brand?
- Am I going to be monitoring my product?
- What media networks do I want to monitor?
- Am I going to interact with my customers using social media networks? If so, which ones?
- Am I going to draft reports?
- What words are normally mentioned along with my brand?
- In what context is my brand mentioned in social media networks?
- Is there more than one way of spelling the name of my brand?
- Are the words I want to monitor difficult to spell or to pronounce?
These are but some of the questions which you must be able to answer in order to correctly begin creating instances of monitoring and searches.
I have already formulated my search strategy.
With your devised strategy, we can begin to register the searches that will yield results under the scope of your monitoring.
The creation of searches always begins in the menu, under Settings> Searches > Add new Search.
When you click Add New Search, you will begin the registration process.
BE VERY CAREFUL WHEN REGISTERING SEARCHES !!
It's very important that attention be given to all information shown on this screen. Many problems begin right here out of a pure lack of attention. Read the tips, see the previews (where the media allows), and type carefully in order to avoid the risk of errors in words or expressions of desired searches.
See the example below of a search done to gather everything the user @scup posts on Twitter.
As described, user searches will collect all posts made by this specific user. Notice the notification above the box where we enter the user name. The tip to the right side advises once again that no @ needs to be included to register this search. Be sure to enter the user name and to check once more to see that it's spelled correctly. A single incorrect letter makes it a whole other user, and as a result, none of the mentions you actually want would be collected.
Check out some more examples of questions we face when starting an instance of monitoring and searches that can be of help to you
I need to monitor my Fanpage and the competition's Fanpage
Simple. Just create a search for every Fanpage. The search type will be that of Facebook > Page, Wall or Group. When choosing this search type, you just have to register the Fanpage ID using the specified field. The tip to the right explains how to find Fanpage IDs.
ID means IDENTITY, that is, the exclusive name of a Fanpage or User. For example, the Fanpage's Scup link on Facebook is https://www.facebook.com/ScupBrasil, and the ID is ScupBrasil.
How do I gather private message from my Facebook Fanpage on Scup?
Private Messages, like the name implies, are private. Although this might seem obvious, PRIVATE is the opposite of PUBLIC. Hence, if it's private, it isn't public. So you will only be able to gather private messages if you create a specific search. The search is Facebook > Private Page Messages It will be mandatory to have your account connected.
I want to know when the competition says the name of my brand.
Remember, YOU are the one who knows who your competitors are. To Scup, your competition is just another social media user. You will thus be able to create a search for the name of your brand in the leading social media networks and then create a rule that IGNORES all users EXCEPT your competitor, entering your competition's user name into the rule.
The name of my brand is very generic. What do I need to do?
There's no escaping hard work. If the name of your brand is really generic, more than anyone, you will know what other words are normally mentioned with the name of your brand. For example, cellular carriers that have a really generic name (probably more generic than the name of your brand): VIVO, CLARO, OI. By being really generic, searches can be set for words like: Telephony, Cellular, Signal, 3G, Antenna, cell phones... all of which should be considered when coming up with your monitoring strategy. The creation of rules will help a lot to ignore words you know you aren't interested in.
There is a Twitter user that has the same name as my brand and everything they say comes through Scup.
This process is correct. If your brand is MYBRAND and there is a user with the name @mybrand, whenever they tweet something, it carries the name of your brand and is collected by your monitoring system. To see that this doesn't happen, you can create a rule that ignores this particular user.
People mention my brand in different ways.
No problem. What's important is having searches for all ways that people mention your brand. Remember (again) that we have the ability to interpret these things. We know that GDP means Gross Domestic Product, but social media networks do not. If you see the world WOLKSVAGEN, you know what is meant despite it being spelled wrong, but social media doesn't. Thus, your brand or the expression that you're monitoring can be spelled in various ways; create searches for all of them. For example: Volkswagen, Wolksvagen, Volksvaguen, Wolswaguen, Volks, Wolks, VW... and so on.
Am I going against good ethics by monitoring my competition?
I mean, seriously? Hello... ground control major Tom... if your customer makes public posts, they can be monitored.
I'm going to do a promotion on Instagram where people will have to post using the hashtags that I indicate. Will Scup collect it?
Scup collects based on one thing: you need to create searches so that Scup KNOWS which hashtags you want to collect. The search is Instagram > tags. Follow the tip: you can only do ONE TAG at a time.
In my promotion, though, you will be able to use up to 20 different tags.
Great! You'll just need to create 20 different searches: one for each tag.
Isn't that going to be a heck of a lot of work?
This post begins with the following sentence: "One of the most difficult parts of monitoring is the creation of searches"... It isn't that much work. Just get it right done the first time, and then monitor it and make any small adjustments as needed.
I want to monitor a phrase. Can I do that?
Yep, you bet. A phrase is simply one word followed by another. You can create the search using QUOTATION MARKS (so that the results match the phrase entered EXACTLY)
+ TIPS. . .
- Most media networks allow you to create searches using operators. Operators make things easier, like the operator OR, meaning "or". Instead of search for the word FANTA and another search for the SPRITE, you can (depending on the media) do a search for FANTA OR SPRITE
- A space between terms means AND. That is, a search for USED CAR will yield results containing the word CAR AND the word USED. For example: My girlfriend prefers my CAR. I felt USED.
- For searches of exact expressions, just use QUOTATION MARKS. For example: "USED CAR"
- The results of these searches are the same as those found using social media networks. There may be results that the social media network itself has not yet "found: , causing a delay between posting on the media and collection by Scup.
- Read the tips that are displayed when registering a search.
- Depending on the searched term, you may want to select the language.
- Do you have a Google+ page? You can create searches and monitor anything that's said on this page.
- Is there always that one undesired Blog that shows up in your results? You can ignore this blog so that it doesn't appear in your monitoring.
- You can monitor Facebook groups using Scup.
- You can use the "Search Expression Builder" when you need to create a bit more complex of an expression.