Tag Archives: brand

Managing search.twitter.com

The Twitter search function is optimal for companies interested in monitoring what is being said and who is saying what about their brand on Twitter.

Here are a few things I learned about using search.twitter.com for a brand:

1. It is better to reply to someone after they mention your brand, rather than just following them. It is an even better idea to wait for them to follow you before you first. Real life example: There was a positive brand mention for an account I was working on and I decided to follow the person. I also replied to them after following. They blocked me and made another mention that it was “creepy” that I knew they wrote about the brand and then I followed them. Changing my strategy, I sent replies to new mentions of the brand before following and got a much more positive response (no one else blocked me…so far).

2. Set up a Tweetbeep account. Tweetbeep will allow you to received mentions of your brand via email (once every hour, once a day, etc.) instead of manually monitoring search.twitter.com. You set the criteria and can search for as many words or phrases you wish. You will also have documented results in your email.

3. Also be sure to search your @name. If you don’t, there might be some third-party mentions you will miss (i.e. someone might be tweeting about you and not at you). Sometimes these mentions are just as important as a one-on-one dialogue exchange. Some of these messages deserve recognition and/or need to be addressed.

4. You can also use other “trigger words” and search for those to give you grounds for deciding to follow certain people based on interests. It takes a little bit of reading and scanning to be sure the mention is relevant so it is good to stay on top of this type of search.

Search.twitter.com is the best searching source for Twitter (in my opinion) when monitoring brand mentions. For other searches, Twibs (businesses on Twitter), Twellow (search for people based on keywords) and Twittergrader (finding influential Tweeps based on geography) will do the job.

Sidenote: The Twitter search function also offers the ability to add your search through an RSS feeds and use the advanced search options to better target what you are looking for, so use these options to receive direct results and to narrow criteria.


Twitter Query Answered: Use a brand or a person to represent the brand?

This morning on twitter, I posted the question, “When using social media, does it make more sense to use a brand, or use a person who represents a brand?” In 10 minutes I received seven responses. Obviously, I am not the only one who has encountered this dilemma.

This topic has been weighing heavily on my mind since becoming very involved in social media and using it for businesses. I began by promoting myself and learning how to use social media by using my own name and profile to garner business as a marketing consultant specializing in social media. I offered my services, and my social media interactions and usage became my “real time” portfolio. People were interested in me because I offered some sort of value and wasn’t just pushing a brand on them; I was providing information and insights. I just also happen to offer consulting services and some felt I knew what I was doing by following me and viola!

After working on a few business campaigns, I found myself encountering the obstacle of facing companies that only wanted a corporate branded account with no name or association with a real person. This was a good approach for some brand visibility and awareness, but the “buzz” soon started to fizzle. I found the anonymity fostered the social media space to become just a platform for promotions—and that is not social media and not necessarily what people want. The interactions depleted and with social media “if you don’t use it, you lose it.”

When an influential person, or someone of interest, was put behind the brand, the account became more about the person and their value rather than the value of the brand and others were more accepting.

My solution then became, make two…or three! There is nothing wrong with creating more than one account to hit different audiences and serve different purposes. Let’s use twitter as an example…

If my company has a brand and I want to create a twitter account, I should go ahead and do it. I can then target specific people based on my intended audience and gather followers who will find value from my tweets. I might add a promotion here and there, maybe some videos showing the internal culture and other tweets that provide relevant information. I might also have a social media person or the CEO add an account. This person should make the account as personal as possible, but also mention they are a part of the brand and keep that in mind when tweeting. Because different audiences want different things from twitter, there is not a single solution except to listen and observe the social space and craft your plan to reach your targets how they want to be approached.

@spurdave pointed out… “The Red Cross and National Wildlife Federation @NWF do this well. @clairesale @starfocus http://budurl.com/j4ct.”

This solution is even stronger when creating blogs. Not many people are so brand loyal as to want to read a blog about a specific product, but maybe they do want insights from the CEO, Social Media Manager or HR person. More than one can be created (and maintained) and they can link to each other offering an array of information with different perspectives and ideas.

So thanks to @prebynski @HomerSmith @ryanstephens @spurdave @noahcohen @stevebencsics and @Energy_Geek for the feedback.