[powerpress]
It's common practice to monitor your brand on Twitter, but Christopher Penn has written about what he calls"Three nearly guaranteed Twitter moneymaking words". Wordiness aside, his suggestions are really great. He says "recommend", "suggest", and "anyone" are the words, and that they should be used in combination with eachother and with the product or service your brand offers. He mentions how this is like search marketing a decade ago, and how extremely long-tailed searches were used to drive high conversion rates. In the same way as "What is the best veterinarian in Topeka" get people to specific results, Tweets asking "Can anyone recommend a good vet in Topeka" give you an opportunity to gain a customer. If you are searching for keywords included in this sort of query, all you'll need to do is wait for people to ask questions, then answer helpfully. While the effectiveness won't be the same for everyone, the point remains the same: brand management isn't the same as Twitter search marketing. Monitoring your brand is often better suited to after-the-fact customer service and satisfaction, and while it's important, it won't drive sales like query monitoring has the potential to do.
The three words Christopher Penn lists aren't the only ones you should use in your searches. "Need", "Looking For", and "someone" are just three other words you can check that have the potential to find tweets. Don't lose faith if you start doing searches and come up with few results; some terms just need to be explored to find how people ask about them. Hopefully as Twitter pushes further with its location-based projects, searching for "Coffee in Charlotte" won't rely on people tweeting the word "Charlotte" to find their location.
Some things to keep in mind:
•Industry key terms
•Industry vertical keywords
•What does your product solve? What keyword strings can you make around that. This will give back blog post related to your product and people asking questions.
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