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to
       listen
how                                       social
                                          media                              1     who                         Brand
At any social event you want to be part of the
conversation that most interests you. In social                                                                Product
media, that means listening to those who are
talking about your business. So you need to listen
for the conversations before you can find the                                                                  Industry
people.

Breaking your listening program into five key segments                                                         Key personnel
can help you manage your focus and also provide clear
escalation paths within your business. Create a list of
keywords related to each segment.                                                                              Intent
Brand: Clearly you want to be aware of any specific
mentions of your brand. Also include mis-spellings
Product: Create keyword lists of your products and services.
Add to this list a short descriptions of the problem that these
products/services solve.
Industry: You want to keep track of your competitors, right?
Create keyword lists of your competitor brand and product          Intent: Do people love you? Do they not? Consumer
names. Add to this list the top 5 trends facing your industry.     conversation can be robust, so make sure you monitor
You want to be across these.                                       keywords related to your brand, your promise and your
Key personnel: Do you know what your boss is up to online?         products with appropriate (and inappropriate) modifiers. For
What about your CEO? Don’t be the last to know! Make sure          example, if someone really doesn’t like my blog, they may
you monitor key executives and social media participants.          write servantofchaos sucks. And I’d like to know about it.




   2     what
         What you’ll hear              Why

         Questions                     Awareness

         Qualifications and fit        Interest

         Competition                   Consideration

         Complaints and                Trial
         compliments
         Intent                        Purchase

         Responsiveness and            Service
         engagement
         Influence                     Loyalty


                                                                                         3     how
                                                                  Setup keyword searches in a variety of search engines and
     Learn more:                                                  import the RSS feeds into your Google Reader account. Use
     To turn social media into business insight, subscribe to     iGoogle, NetVibes or Feedly to display your aggregated Google
     www.servantofchaos.com                                       Reader information in an easy-to-read format.

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Social Media: How to listen

  • 1. to listen how social media 1 who Brand At any social event you want to be part of the conversation that most interests you. In social Product media, that means listening to those who are talking about your business. So you need to listen for the conversations before you can find the Industry people. Breaking your listening program into five key segments Key personnel can help you manage your focus and also provide clear escalation paths within your business. Create a list of keywords related to each segment. Intent Brand: Clearly you want to be aware of any specific mentions of your brand. Also include mis-spellings Product: Create keyword lists of your products and services. Add to this list a short descriptions of the problem that these products/services solve. Industry: You want to keep track of your competitors, right? Create keyword lists of your competitor brand and product Intent: Do people love you? Do they not? Consumer names. Add to this list the top 5 trends facing your industry. conversation can be robust, so make sure you monitor You want to be across these. keywords related to your brand, your promise and your Key personnel: Do you know what your boss is up to online? products with appropriate (and inappropriate) modifiers. For What about your CEO? Don’t be the last to know! Make sure example, if someone really doesn’t like my blog, they may you monitor key executives and social media participants. write servantofchaos sucks. And I’d like to know about it. 2 what What you’ll hear Why Questions Awareness Qualifications and fit Interest Competition Consideration Complaints and Trial compliments Intent Purchase Responsiveness and Service engagement Influence Loyalty 3 how Setup keyword searches in a variety of search engines and Learn more: import the RSS feeds into your Google Reader account. Use To turn social media into business insight, subscribe to iGoogle, NetVibes or Feedly to display your aggregated Google www.servantofchaos.com Reader information in an easy-to-read format.