Listening social media is a lot more complex of a process than one might imagine. You don't just open up Scup and immediately start registering your searches. To get effective results, everything needs to be thought out, analyzed, and tested before getting to into it. So, we created a guide to help beginners and to help with the work of more experienced users.
1. Learn how to perform searches using the leading services
Understanding how to perform searches using the various services available is essential. Did you know you can use the world "OR" to separate two keywords and search for both in a single search using Twitter? Did you know that this same approach does not work for BackType? So, you see, understanding these engines is essential to putting together searches effectively and efficiently.
2. Do a keyword search
Search for keywords related to your brand, products and market. Everything. It is very common for this list to be quite extensive; we'll filter out some of them in the coming steps.
Let's take the brand Nike, for example. A reasonable list of keywords would include:
- Institutional words: Nike
- Products: nike air, air max, cortez, nike dunk, windrunner, the eugene, etc (plus dozens of others)
- Words related to competition: adidas, puma, etc
- Words related to markets: tennis shoes, sweatshirts, clothes, sports, running, etc (plus dozens of others)
- General words related to the brand (in the case of events, sponsorships, and more): Air Event!, Nike ID, Corinthians, etc (plus dozens of others)
The result expected from this step is a long list of words separated into the categories indicated above.
3. Determine your project strategy
With the keywords, you'll begin to have a good idea on all of the things it'll be possible to monitor. Now it's time to get all of this in order. To get started, the best way is to create separate, distinct instances of listening, so that each contributes their own kind of analysis. The general tip is this: organize your projects so as not to mix information on your brand with information on competition and markets. This separation also helps us to understand the respective costs and to adapt to the reality of resources available to us.
To begin this process, it helps to know some standards types of projects:
- Institutional listening of brands and products
In this type of project, keywords for brands and products are used. The goal here is to find out what's being said about your brand, company, and products. In many cases, this also applies to the use of other kinds of keywords related to the brand, such as sponsored events. This doesn't include words related to competitors and markets in general. It's important to note that, depending on the size and scope of the brand and products, it could be in your interests to split up your monitoring for each product or to have a general one for brands and products together.
- Competitor's listening
In this type of project, keywords related to competitors are used. The most important thing here is to follow the same approach to monitoring created for the particular brand in question. These very same searches, on the same networks, similar products, so that it's possible to do an equal comparison.
- Market listening
In this type of project, keywords related to the market are used. The goal is to carry out a type of study, identify trends or the scope of certain terms and how they are evolving over time.
Really, the goal is to come up with a map of the instances of listening to be carried out and which keywords are associated with each of them. This is the expected result of this step.
4. Adjust, set up, and test your keywords
This is an essential part of the process. It includes:
- Searches done using variations of the respective keywords as the result of typing errors, unclear pronunciation, or pseudonyms.
- Setting up searches to be done in every social network, using the respective rules for each. At this stage, it is essential to understand how to use each one in order to see which keywords can be grouped into the same search, and so on.
Search 1: nike air OR shox OR dunk (in twitter)
Search 2: nike air OR nike shox OR nike dunk (in google blog search)
- Tests on each of the searches, done in every social network.
The expected result of this stage is a list of instances of projects, now with keywords preset as searches in each of these networks, along with an estimated number of results from each of the searches.
5. Set-up and classification / tagging strategy
A constant effort towards classification (positive, negative, neutral) and tagging is very important. Only with this kind of information is it possible to derive strategic information by way of monitoring. After this step, you should be able to answer the following questions:
- Which tags are used to classify mentions in my project? Ex.: "review, comparison, spontaneous praise, product A, product B"
- What is the criterion for classification and tagging ? When should I consider a mention to be positive/neutral/negative ?
- Should I classify all posts or work with a sample ?
6. Configure instances of project with Scup
This is the finale step. Configure your instances of your project and respective searches using Scup. Lots of people begin with this step, but it's ultimately the final step.