- Content Marketing
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Patient Opinion Leaders Are the New Healthcare InfluencersFive Online Community Types: Which One Does Yours Fit Into?Digital Communities: 5 Ways to Determine PurposeCelebrate Your Social Media Successes, but Don't Forget that Community Trust is the Key
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
The Key to Successful Brand Monitoring
Posted on August 16th 2013
Since we were mentioned in DragonSearch’s report last week, the importance of finding relevant data by embracing sophisticated Query writing has become increasingly clear. As such, we felt it was only appropriate that we dig into the report to look for any valuable insights into how social media monitoring tools implement their search Queries.
If you haven’t read the results of the case study, download a copy for free here.
1. Which social media monitoring tools are inadequate?
After surveying a handful of social media monitoring tools, DragonSearch discovered a wide range of interfaces for creating queries.
Although all of the tools tested handle the basic Boolean operators, including AND, OR and NOT, DragonSearch found that majority were inadequate as they are severely limited in more advanced operators.
For those of you who haven’t heard of Boolean (and no, it’s not spelled Bouillon, there’s a difference between soup and search), it’s the part that makes search websites like Google interpret your searches.
For example, media monitoring tools Fresh Web Explorer and Mention do not accept parenthesis in their Boolean search expressions, therefore making it impossible to specify order or grouping search terms together. (Looking for a challenge? Try creating a Query to capture all mentions about the brand Mention)
Unfortunately, search limits may not be apparent until you’ve already laid out the money for a tool and then find out how hard it is to specify what you’re looking for.
2. So what operators should my monitoring tool include?
The report details that most platforms should support additional Boolean functionality like “quotes”, (parentheses), wildcards* and proximity~ to make your search more accurate and powerful. More about this comprehensive set of operators can be found here.
One of our favourite operators is the truncation wildcard (symbol *). It provides the ability to expand your search to include any words that begin with same root, but could end in anything of any size.
Searching for house* in Brandwatch would include mentions with house, houses, housed, household etc. but not housing as the root is made up of 5 characters.
Tip: in case you’re wondering what other words would be picked up using a wildcard, it’s worth excluding the stem, so entering (house* NOT house).
If any special search criteria matter in the types of things you are searching, such as hyphens, ampersands, upper/lower case, domains, location, etc. you should look for a tool that supports this.
There are the various ways to determine the location of a mention. In Brandwatch, specifying country:uk would only return mentions from the UK. For those who want to dig deeper, there’s a pop-up that creates location operators for specific areas. If you enter New York City, we automatically create the location operator city:new8.
3. What is the key to successful results?
Some tools have licenses based on a monthly limit of the number of mentions returned. No tool is perfect, but if a large amount of your results are irrelevant for your needs, you’re wasting time and money.
According to DragonSearch:
“The key to an effective query is the ability to include and exclude keywords and variations of keywords, specify proximity, and parse it all into a logical hierarchy so related parts of the query can be grouped together and operated on in the appropriate order.”