Brands must utilize Twitter searches to increase customer motivation for conversations and interactions. But how can the search button benefit brands and their engagement efforts?
1. Monitor Communication with Custom Searches
Suppose you’re running a contest or campaign or need to follow a specific hashtag. Simply monitoring your followers or mentions may not be enough. By searching for relevant keywords, specific hashtags, or even word groups, you can reach users who may not know about your campaign or are discussing it without mentioning your brand. Use third-party tools like Sendible or HootSuite to track multiple searches simultaneously.
2. Use Location-Based Searches
If your business is hosting an event or targeting a specific region with a campaign, Twitter’s advanced search options allow you to filter tweets by location. This lets you see tweets with certain keywords or hashtags from a particular area. With third-party tools, you can group and display these searches on a single screen. This feature is especially effective for boosting interactions during event campaigns in a short time.
3. Search for Positive, Negative, and Question Tweets
In Twitter’s advanced search under the “Other” section, you can look for tweets containing symbols like 🙂, 🙁, and ?. While not always yielding consistent results, searching for question marks can be particularly effective. For instance, during a campaign, you can find questions directed at your business that don’t explicitly mention your brand but include specific keywords.
4. Leverage Twitter Lists
Although not as popular recently, Twitter lists are a quick and efficient way to organize your brand’s “key influencers.” Create lists to group important users and keep track of their tweets. Additionally, use third-party analytics tools to identify frequently used keywords and track their interactions. This data can be invaluable when shaping strategies for your next campaign.
Remember:
Effective Twitter communication relies on listening well first and facilitating meaningful conversations later.