Real time search is available on Twitter and just recently, Facebook, for users to search for the latest buzz.
If utilized well, this feature is not only useful for individuals but businesses as well. The good news is, you don’t need a book for dummies to get started. You just need this post!
We’ll be focusing on Twitter’s real time search but fret not, if the techniques below apply to Twitter, they apply to Facebook as well.
Here we go!
1. Measure your brand’s @mention frequency
To check brand mentions frequency, simply key in your company’s name on Twitter (and Facebook’s) real time search bar – like what I did for MailChimp below.
As you can see, MailChimp has quite a number of mentions on Twitter (approximately 5 per hour). This will give you a rough gauge on the presence it has on Twitter. Results on Facebook is looking positive too (check here). Scanning through the results will tell you whether people are generally happy with MailChimp’s services, which leads us to our next point.
2. Detecting buzz
Buzz can be either positive or negative. Whatever it may be, you will want to be the first to know! A positive buzz not only tells you that you’re doing a good job, it also opens up an opportunity to use these good opinions to capture your audiences’ heart.
For example, if there is a small buzz about your new Twitter background (check out Facebook’s!), why not write a blog post about it and teach followers how to make a similar one. Another idea would be to design a couple of templates, branded with your company name, to be made available for download. This will give you free publicity as well!
3. Check for competitors
Real time searches can help you spot competitors on social media. To begin, key in your product or industry keywords. For MailChimp, I typed in “email marketing service”. Other alternative key phrases would be “email marketing platform or system”. You might find more information by trying different phrases.
As seen above, there are a couple of competitors emerging. MailChimp might want to start tracing their social media movements to understand their strategies better.
Coincidentally in this search, there was a tweep looking for email marketing services. That was definitely a potential client that MailChimp could target. Send potential clients a tweet to break the ice and offer genuine help. Hard selling is definitely a big no-no.
4. Search for loyal customers
Referring back to point no. 1, people who mention your brand are likely to have positive attitudes towards it. The last thing a company wants to do is to lose such a potential customer. Connecting with them on Twitter will be the rational step to take and just by noticing their tweets will make them feel valued and help root your brand deeper into their heart.
(Click here to learn more about social media best practices.)
5. Jump onto an opportunity
Often, we see popular topics like “movie titles” or “iphone” trending on Twitter. Leverage the hype by maybe offering a lucky draw that enables tweeps to win movie tickets. It takes creativity to ride a buzz but it will definitely get you a share of your audience’s limited attention. Make sure you check if the hype is a positive one before putting your foot in. Avoid sensitive trending topics, such as those on disasters or politics unless you’re clear of your actions and the possible consequences.
The last thing you need is a social media disaster.
