Читать книгу Social Media Marketing All-in-One For Dummies - Michelle Krasniak - Страница 106

If you didn’t have anything else to do, you could monitor everything. That situation isn’t realistic, so you need to set some constraints. Start with your goal and ask yourself what you want to accomplish. For example, you may want to

 Track what’s being said about your company and products, both positive and negative.

 Conduct competitor or market research.

 Stay up to date on what’s happening in your industry.

 Watch trends in terms of mentions, topics of interest, or volume of comments.

 Gain a competitive advantage.

 Monitor the success of a specific press release, media campaign, or product promotion.

 Monitor infringement of trademark or other intellectual property.

 Obtain customer feedback so you can improve your products and services.

After you decide on your goal, it should be obvious what search terms or keywords to monitor. Your list might include

 Your company name

 Your domain name

 Names of executives and staff who speak with the public

 Product names and URLs

 Competitors’ names

 Keywords

 Topic tags