By Rachel Moore
Try typing your most important, target keyword into Twitter's search bar. Go ahead, we'll wait.
How many results did you get?
Chances are good that it's at least a couple hundred tweets from a slew of accounts. How can you possibly tell which tweets - and which tweeters - are most important? Which ones are from your contacts, or those individuals or organizations who would be most interested in what it is you have to offer? Which are in response to a competitor's piece of content, an industry trend or event, or even responding to or sharing something you created? Without context to this slew of messages, it's almost impossible to figure out which messages deserve your immediate attention, which should be passed along to sales reps, and which can be ignored.
Amid the noise on social media (and Twitter in particular), some messages are just more important than other. That's where HubSpot's Social Monitoring tool comes in. Social Monitoring enables you to segment tweets in exactly the same way you'd segment leads and customers - and even allows you to segment out your leads (and MQLs, SQLs, and Opportunities) and customers' tweets, too.
Whether you're a social monitoring novice or you're in the tool every day, we've put together a list of our top 8 streams to create and begin monitoring right away. To make things simple, we've grouped this list by each of the three types of streams the HubSpot Social Monitoring tool allows you to create.
Listen to All of Twitter for:
1. Mentions of your top keywords.
Sell restaurant management software to franchises and large restaurant groups? Set up a stream listening for things like "restaurant software" across all of Twitter. This will help you identify new potential prospects, as well as keep a finger on the pulse of your market to see what people are - or aren't - talking about.
2. Mentions of your personas' biggest pain points and goals
What is your persona's biggest pain point? If you're a marketing company, maybe your personas struggle to get more leads. If that's the case, then creating a stream listening to all of Twitter for mentions of things like "getting more leads" or "need more leads" will pull in chatter from your target audience - chatter you can respond to with helpful advice or resources.
Pro tip: Be sure to listen for the same verbiage or ways that your persona would actually talk about their problems. Remember, Twitter limits messages to 140 characters. As such, listening for something like "how can I get more leads for my business" is unlikely to produce as many results as something shorter and more concise.
3. Mentions of your organization and/or the products or brands you sell.
This one's a no-brainer: listen for people talking about you or the products or services you provide. People often take to Twitter to give praise, vent, or ask for advice - listening for mentions of what you do or provide allows you to dive headfirst into those conversations and offer a helping hand.
Listen to a Twitter list for:
1. Mentions of your most relevant keywords or conversation about your industry as a whole from a list of Twitter influencers.
After using a tool like Moz's Followerwonk to identify key industry thought leaders and influencers, create a Twitter list of these folks then use HubSpot to monitor it for mentions of relevant terms. This is a great way to not only stay on top of what's happening in your industry, but also get ideas for content to create or articles to re-share via your own social media accounts.
2. Mentions of your industry from a list of users who match your basic persona profile criteria.
Think of it as "passive persona research." After creating a Twitter list of individuals who meet the general criteria of who your persona(s) are (for instance, they meet age, demographic, or job role criteria), listen to the list for mentions of your industry. What are the issues they're discussing? What articles are they sharing, and where are those articles from? This type of persona research can not only give you a good idea of where your personas get their information from, but also some insight into their pain points and, potentially, their goals. Don't hear much chatter at all? Don't worry, your stream still can help your persona research: a lack of activity could be a sign that your persona doesn't frequent Twitter.
Listen to a HubSpot Contacts list for:
1. Mentions of your organization name, or the products and services you offer, by your contacts.
If your prospects are talking about what you do out on social media, you want to know so you can be there to chime in. Setting up a social monitoring stream listening to these terms makes it easy. By that same token, you can also create a stream listening to your prospects for mentions of your competitors' name or products, as well.
Pro tip: Encourage your sales reps to create these streams for their own lists of prospects, then sign each rep up to receive instant notification whenever those prospects mention one of the tracked terms.
2. Mentions of your organization name or your products by your customers.
Is John Smith joyfully shouting your company name from the hilltops? Great! Re-tweet him. Send him swag and thank him for his support - whatever it is, don't let his endorsement fall on your company's deaf ears. What about if Jane Smith had a bad interaction with customer service and is taking to the Twitterverse to vent her frustration? Setting up streams listening for your customers mentioning your organization or products' names allows you to be in the right place at the right time to address both these situations - and more.
3. Mentions of your organization name or products, plus the word "help," by your customers.
Many users turn to Twitter when they're looking for help with a technical or product issue. By setting up a stream that listens for your company or product(s') name(s) in conjunction with the word "help," you can pull in these queries so that they're addressed in a timely fashion and the customer's issue is resolved.
If the eight streams we've discussed seem like a lot to create and keep track of (not to mention receive email notifications about), don't worry - you can set up each stream to send notifications to HubSpot's Social Inbox instead of directly to your email inbox. Also keep in mind that if you find your streams aren't pulling in the right information or if a few users are dominating the messages being pulled in with irrelevant information, you can always modify your streams or "mute" specific users so their tweets don't show up any longer.