Sprout's Brand Keyword tool helps your brand make sure you aren't missing any important messages and are also capturing relevant content worth engaging with or sharing with your audience. This guide will highlight how to use search operators to do more advanced keyword and phrase searches to make sure your brand is able to effectively monitor and engage with messages and around relevant topics.
Brand Keywords are limited per group depending on your Sprout plan. Limiting them helps ensure that your inbox doesn’t get too cluttered, resulting in missing the messages that matter. We suggest having a combination of any of these:
- one keyword that is your brand name where you aren’t directly mentioned
- one to two keywords that are your brand name transposed or misspelled
- two to three that are nicknames
- Any Instagram hashtags that are specific to your brand
- a location that is directly relevant to your brand (such as a store)
Adding Brand Keywords
To add a Brand Keyword, scroll down on the sidebar in the Smart Inbox and click Add Keyword. This is only available to the Account Owner and any managers on the account. Brand Keywords can be set up for either Twitter keywords or for Instagram hashtags.
Choose between Twitter Keyword, Instagram Hashtag, or Instagram Location, and enter the keyword search you'd like to add. Sprout will constantly monitor this keyword and add matches to your inbox as new messages. You can respond to these like any other message in the Smart Inbox.
Note: Instagram hashtag searches will only find hashtags that are used in a photo's caption as well as the first comment in a thread. Due to API limitations, it's not possible to find hashtags used in subsequent comments.
Twitter Advanced Search Operators
Whether you are looking for an exact phrase, mentions, or need to exclude certain words, you can configure keywords with operators to include only those results. Below are the available search operators for Twitter.
We'll use the example brand, B Burger, referenced in this guide to illustrate some potential use cases. B Burger is a burger chain known for its high quality, customizable burgers. They have a fairly active social audience and their customers often tweet pictures to the brand of their personal burger creations. They want to see, engage with, and potentially retweet their customer’s burger images and also other relevant content from third parties to their audience as part of their brand marketing strategy.
Brand Keywords are specific keywords that your audience may use when talking about your brand or trying to engage with you, but they aren’t necessarily talking directly to your brand or using your exact business name. You can set these up in the Smart Inbox, under the Filters section.
For basic Brand Keyword setup, we suggest having one keyword that is your brand name to catch messages where you aren’t directly mentioned, one to two keywords that are your brand name transposed or misspelled, and two to three that are nicknames. Also consider keywords for product names, seasonal or time limited campaigns and offers, and any additional monitoring that you need to do.
Beyond basic name or campaign monitoring, you can also use more advanced keyword strings to quickly identify conversations with positive or negative conversations about your brand, competitors discussed with your business, and more.
Here are some more advanced keyword and search operator strings that B Burger may want to use for Brand Keywords:
1. Aggregate a series of positive or negative phrases related to B Burger in one search/phrase by using the "exact phrase" and OR operators. This search will grab Twitter messages where any or all of these phrases are used.
"want BBurger" OR "want B Burger" OR "love BBurger" OR "love B Burger" OR "need BBurger" OR "need B Burger"
2. Finding audience members that are sharing links to B Burger's website (including any interior pages, product pages, or blog posts that start with that root URL) in English (lang:en), filtering out any posts that are coming 'from' the B Burger handle.
bburger.com -from:bburger lang:en
3. People tweeting to @MBurgerChicago, B Burger's competitor, and talking about "B Burger".
to:MBurgerChicago "B Burger"
Discovery Smart Search
While Brand Keywords are used to respond reactively based on keywords used to talk to your business, Discovery Smart Search is used to provide a more proactive way of finding new audience members and participating in new conversations. Utilize the search operators to help you build precise searches that filter out noise and zero-in on matches that are important for your business. You can also use these in the Discovery section when performing a Twitter specific search.
Read more about Discovery Smart Searches here.
Note: Brand Keywords and Discovery Smart Searches should follow Twitter best practices for the best results. For example, searches can be limited due to complexity. If too many keywords and operators are combined in a single search, Twitter may not be able to provide results.
If your search is not able to return any results, try adjusting your keyword/operator string to reduce complexity or specificity.