Tag Archives: marketing

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.

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Things that make you go “hmmmm”

A fabulous observation–from conflict comes progress. Hmmmm.

So I met Lynn Hoban, VP of Marketing from Rita’s Italian Ice, earlier today and she made that comment, which made so much sense. Then because @johnflurry told me I should read “the dip” by Seth Godin, I started reading and felt that it carried a similar message.

Without conflict in life, what is it? I guess I always felt my life is unpredictable, random, not expected…and sometimes I thrive on conflict. Through conflict I learn how to deal with things, what to do in situations and how people react/how to react to them. It helps me grow and become more understanding.

So is conflict bad? Does the word “conflict” send negative connotations?

I like to say I am not a confrontational person and I am the first to apologize when I am wrong, but sometimes I thrive on a great disagreement. I love when someone throws out a perspective I never thought of and makes me think differently. I get that “Aha” moment that clicks in your brain. How cool?!

So if it were easy, we’d all do it. If it’s worth it, it’s hard at some point.
These are the words of wisdom I live by and feel contribute to my unstable, crazy and sometimes random life…and I love it. Conflict fits right in there and as long as you know how to deal with a conflict and find the silver lining, it is not a bad thing, right? It’s a learning/growing experience that helps us all achieve some sort of progress…

Twitter- What’s the point?

Saturday, I was monitoring tweets using Tweetdeck (which I downloaded this weekend and will post my likes and dislikes about the application soon) when a friend of mine said “So what are you doing? Are you on twitter again? What’s the point?”

My typing came to an instant halt, I slowly turned my head as my mouth dropped in utter surprise that (gasp) she didn’t know why it was important to use twitter and didn’t understand the concept. To me that was like saying, “What’s the use of the Internet?” Eeeek!

I put down my laptop, told her to sit and said we needed to have a serious talk. She seemed a bit surprised that her comment stirred such a reaction, but seriously, it’s twitter.

In order to not bore anyone and to get the point, I will break it down to the concept I find most important.

Keep in mind that businesses and individuals have a different set of long-term goals for using twitter, but it all boils down to the same short-term goals and benchmarks to reach the ultimate goal.

Heather M. Milligan, Director of Marketing at Barger & Wolen LLP pointed out, on the radio talk show Lawyer 2 Lawyer , that twitter is used to encourage others to get to know you, like you and trust you…and I completely agree.

Think about it…

Twitter is about putting words in front of a face, name or business. It is about having a medium where all people are equal and have the same access to others. It is about putting us on even ground and humanizing companies. Once you find people to interact with and you begin a dialogue, you are now a real, live person representing someone or something.

We tweet about problems, thoughts, advice, interesting facts and others get to know us. Once they know us, we want to give value and get people to like us. We want people to follow us and read our tweets and enjoy them and find them useful. Once we prove we can add value, our next goal is to create an element of trust.

In a business, when trying to attract new clients, those three concepts are most important in the decision making process. Sometimes it takes weeks, months and years to cultivate that relationship…but twitter cuts that time down drastically and allows us to be known, liked and trusted and build our reputation and relationships 140 characters at a time.

After explaining this, I asked her if she still had questions. Her response “Wow. So it’s like talking to people without talking? That’s weird.”

I will just assume she is not an early-adopter (although at this point, it’s not that early) and will catch on with the next wave.