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| listening – monitoring the buzz |
listening – monitoring the buzz
Focus groups are not required for gauging customer sentiment on the Internet. It’s all out there, connected via hyperlinks and crawled regularly by search engine spiders.
Keywords – the foundation to categorising and indexing the web – make it relatively simple (though possibly time-consuming) to listen to the chatter online. Customers are not using channels designated by a company to talk about that organisation, but the good news is that the Internet makes it easy for a company to use the channels that customers have selected.
ORM keywords
ORM allows a company to track mentions of itself, its staff, its products, its industry and its competitors. In fact, the tools allow for the tracking of anything; it just comes down to deciding what is relevant to you.
Focus groups are not required for gauging customer sentiment on the Internet. It’s all out there, connected via hyperlinks and crawled regularly by search engine spiders.
Keywords – the foundation to categorising and indexing the web – make it relatively simple (though possibly time-consuming) to listen to the chatter online. Customers are not using channels designated by a company to talk about that organisation, but the good news is that the Internet makes it easy for a company to use the channels that customers have selected.
ORM keywords
ORM allows a company to track mentions of itself, its staff, its products, its industry and its competitors. In fact, the tools allow for the tracking of anything; it just comes down to deciding what is relevant to you.
Company
Brand name
URL
Key products
Key personnel (names, job titles, etc)
Industry
Conferences
Patents
News
Competitors
Brand names
Product launches
Web site updates
Job vacancies
For example, if Apple were to use these tools to monitor reputation, some keywords used might be:
Company
Apple
“apple.com”
Macbook, iPod, Macbook Air, iTunes
“Steve Jobs”
Industry
Consumer Electronics Show Las Vegas
CEBIT
Competitors
Microsoft, Creative
It is also important to track common misspellings, all related companies and all related web sites.
Tracking the names of people key to a company can highlight potential brand attacks, or can demonstrate new areas of outreach for a company.
Brand name
URL
Key products
Key personnel (names, job titles, etc)
Industry
Conferences
Patents
News
Competitors
Brand names
Product launches
Web site updates
Job vacancies
For example, if Apple were to use these tools to monitor reputation, some keywords used might be:
Company
Apple
“apple.com”
Macbook, iPod, Macbook Air, iTunes
“Steve Jobs”
Industry
Consumer Electronics Show Las Vegas
CEBIT
Competitors
Microsoft, Creative
It is also important to track common misspellings, all related companies and all related web sites.
Tracking the names of people key to a company can highlight potential brand attacks, or can demonstrate new areas of outreach for a company.
Brand names, employee names, product names and even competitor names are not unique. To avoid monitoring too much, identify keywords which will indicate that a post has nothing to do with your company, and negative match that keyword in your searches.
For example, “apple” could refer to a consumer electronics company, or it could appear in a post about the health benefits of fruit. Finding keywords that will indicate context can help to save time. So, you could negative match words like “fruit”, “tasty” and“granny smith”.
