[Reply] Implementing Twitter Searches
Twitter Searches are only available on our Business Plan. More information on our plans can be found here.
|IN THIS ARTICLE|
|What are Twitter Searches?||How to implement Twitter Searches|
|Best practices for Twitter Searches|
What are Twitter Searches?
By default, Reply will pull in Tweets that you're @mentioned in. While that’s enough for many folks, others prefer to know more about what is being said about their brand on Twitter, even if they’re not @mentioned in the post.
Twitter Searches allow you to specify keywords, phrases, and hashtags that you'd like to track. Once your Twitter Searches have been set up in your Reply account, they'll start flowing into your Team Inbox, alongside the conversations you're @mentioned in. If you like, you could route all of those to a specific folder using tags and Automation Rules. Learn more about routing conversations to dedicated folders here.
How to implement Twitter Searches
At the moment, all Twitter Searches are tested and created by our team. Feel free to contact us with the results you're looking to achieve, and we'll help you get there!
If you'd like to try out your Twitter Search before asking us to implement it, feel free to use Twitter's Advanced Search tool, which allows you to run targeted searches. A few examples include looking for Tweets with "all of these words" or "this exact phrase" or "none of these words", and you can combine them too! You can also save your advanced searches in Twitter, allowing you to come back and check the results anytime.
Best practices for Twitter Searches
Provide proactive support
Imagine one of your customers is having an issue with your product or service, they reach out on Twitter for help, but they forget to @mention your brand name. Your team can help solve the problem they’re having, but without a Twitter Search in place, the call for help would go unnoticed, and unanswered. This is harmful, not only for that particular user, but also for potential users who are checking to see how responsive you are. Conversocial reported that 88% of consumers will be less likely to buy from you after seeing unanswered questions. By creating a Twitter Search to pull in all mentions of your brand name, plus any of the words "help, support, customer service", you’ll never miss this kind of call for help again.
If your brand name is easily misspelled, it's also worth setting up searches to catch those too. And if you encourage customers to use a specific hashtag when reaching out for support on Twitter, it's well worth setting up a search for that too. For example, lots of Buffer customers use the hashtag #BufferSupport. Without a search, if the user doesn't include @Buffer, we wouldn't see those.
Engage with your fans
Oftentimes, people who are promoting your product or service won't @mention you in their Tweet. Creating a search for your brand name, with any of the words "love, great, awesome", helps to ensure you catch all of your positive shoutouts on Twitter. A simple thank you goes a long way, so it's important to respond to these messages if you can. Why not express your thanks with a GIF? This is a fun way to communicate with your fans on Twitter, and reminds people that you're human!
Learn what people are saying about your product or service
Not everyone who Tweets about your product or service will @mention you. They could be sharing valuable insights about a new clothing line you’ve just launched, or a new feature you’ve just shipped, and if you’re not seeing those messages, you’re missing out. It’s also important to know when is the right time to join a conversation, and when isn’t…
Learn when to join a conversation… and when not to
Joining a conversation that is already underway can be a great way to engage with users (and potential users). But there are also times when it can backfire if you don’t choose your timing and approach carefully.
An example of when it can make sense to join the conversation, is if you come across a user who is struggling with your product or service, and you have the answer that can help them, even if they didn’t ask you directly.
Examples of when it probably doesn’t make sense to join a conversation is when it's of a political nature, or when other people have already chimed in and seem to be fighting a losing battle. In this case, it’s probably best to remain silent. Angry customers are sometimes encouraged and motivated by more people joining in, and any response you provide could exacerbate the situation.
Try to engage with reciprocity. Your joining the conversation should be mutually beneficial, not one sided. Use these conversations as an opportunity to listen and engage.
Increase brand awareness and attract new users
How many Tweets have you seen that start “Looking for recommendations” or “Where can I buy”? Tying these phrases in with industry-relevant keywords can create golden opportunities for you to engage with potential customers! For example, maybe you sell office supplies. You could create a search that includes the exact phrase “where can I buy”, and any of the words “pens, pencils, envelopes, toner”. This gives you a bunch of conversations with folks who are actively on the hunt for a product you can provide them with!
You could also consider searches that include the exact phrase “alternative to” and then any of your competitors names. If someone is looking for a new product or service, here’s your chance to engage with them!
Learn from successful competitors
Don’t be afraid to look at what your competitors are doing on social media, especially the ones who are most successful. You can learn a lot by paying attention to what people are saying about your competitors, and how your competitors respond to Tweets. How often is your competitor mentioned compared to how often your brand is mentioned? Which of their Tweets gets the most traction from users? How are they responding to customer support Tweets? Are they joining industry conversations? Use these insights to inform your own social strategy!
Remember, it’s not all about your brand, it’s about the whole industry, and being able to identify opportunities and threats. Tracking mentions of competitors gives you a much broader picture of the industry landscape.