Monitoring your organization’s brand mentions is really only one segment of the conversations worth monitoring. With the sheer volume of social messages posted every second, it’s worth keeping an ear to the ground by using keyword search for phrases that your industry and community are engaging with on a regular basis.

With Twitter search operators, social media managers must take advantage of complex search queries to engage with a larger community.

At this week’s #SproutChat, we covered getting the most out of monitoring beyond brand mentions and how to utilize Sprout’s Brand Keywords.

Always Monitor Keywords

People tag brands on social because they want to guarantee your brand sees the post. There are often two extremes: they have a customer support issue or they really love your brand. But what about everything in between? Monitor alternate spellings of your brand name, mentions of your product names and common industry terminology to find opportunities to engage.

Play Around With Boolean Search Terms

When getting started with complex search, start broadly. Once you see the kind of results the terms garner, you’ll have a better handle on what needs to be filtered out. You can always get more granular using quotes, the minus sign and parenthesis. Test variations to find the best results. Ask your target audience how they refer to topics or phrase something- keep in mind this may vary by region.

Take Advantage of Geotagged Content

Instagram users not only love beautiful images, but they also enjoy adding geotags to their posts. Geotags are a great way to learn more about conferences, festivals or meetups. They can also provide valuable insight on competitors. Instagram content provides an intimate look into an individual’s passions. Monitoring a combination of hashtags and geotags via Instagram can be incredibly beneficial for understanding a community.

Build a Strong Relationship Before Selling

After finding these conversations, you’ll want to engage. In order to ensure a value for both parties, do your research so your conversation doesn’t come off as ignorant.

Never begin with a sales pitch. Ask questions and offer resources before bringing up your own needs or pitching your product or service. People have become more perceptive of brands who are simply looking to make a sale.

See you next week to discuss measuring the impact of in-person events. Join our Facebook community to continue the discussion beyond Twitter and to view weekly topics and discussion questions.