New to Sprout Social? Learn more about Brand Keywords and our entire social media monitoring solutions here.
Oftentimes, people talk about your brand, a product you sell or a hashtag campaign you’re running without mentioning you directly on social. If you aren’t actively searching for these types of messages, you may miss out on important conversations.
Brand Keywords are custom Twitter searches that constantly run and display results in your Smart Inbox, which you can interact with, just like any other message.
Adding Brand Keywords
To add a Brand Keyword:
Note: Only Account Owners and users with Manage Brand Keywords Feature Permission can add keywords.
- Expand the Source dropdown from the Filter Menu in the All Messages tab of the Smart Inbox.
- Click Manage Keywords.
Note: You MUST be in the main Smart Inbox in order to access Manage Keywords. If you are in a Custom or Saved Inbox View, Manage Keywords doesn't appear. Double-check that you're clicked into the Smart Inbox > All Messages tab.
- Click Add Keyword in the Manage Brand Keywords popup.
- (Optional) Enter a location in Near This Place and surface results from 5, 10 or 25 miles or kilometers away.
- (Optional) Enter a name for your keyword to make it easier to reference in the Name Keyword box.
- Click Save Keyword. Results begin to populate as new messages in your Smart Inbox.
You can reply, task and perform contextual message actions to Tweets surfaced by Brand Keywords like any other message.
Brand Keywords 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 provide results, and Sprout shows No Messages Found.
If your search doesn't return any results, try adjusting your keyword/operator string to reduce complexity or specificity.
Creating More Complex Brand Keywords
Through the use of one or more multiple search operators, you can make your Brand Keywords complex to find specific conversations about your brand.
Click to see the list of Advanced Search Options.
Let's look at Sprout Coffee Co. They have an active social audience and customers often tweet photos of their barista coffee creations. Sprout Coffee Co. wants to see, engage with and potentially retweet their customer’s messages and other relevant content to their audience as a part of their brand marketing strategy.
Here are a few examples of advanced search options and keyword strings Sprout Coffee Co. might want to use:
- Aggregate a series of phrases related to Sprout Coffee Co. in one search by coupling the "exact phrase" and OR operators. This search pulls Tweets where any or all of these phrases are used. “want Sprout Coffee" OR "love Sprout Coffee" OR "need Sprout Coffee"
- Find audience members who share links to Sprout Coffee Co.'s website (including interior pages, product pages or blog posts that start with the root URL) in English (lang:en), filtering out any posts that are coming 'from' the Sprout Coffee Co. Twitter profile.
mysproutcoffee.com -from:mysproutcoffee lang:en
- Identify people who tweet to @SuperstarCoffee, Sprout Coffee Co.'s competitor, but also about "Sprout Coffee”.
“to:SuperstarCoffee "Sprout Coffee"
- Find common misspellings of the Sprout Coffee brand.
"sprout coffe" OR "sprout cofee" OR "sprot coffee"
- Monitor a recent campaign where audience members were encouraged to share a photo of a Sprout Coffee location.
"sprout coffee" has:media
Note: Brand Keywords should follow Twitter best practices for best results. Searches can be limited due to complexity. If too many keywords and operators are combined in a single search, Twitter may not provide results. If your search doesn't return any results, try adjusting your keyword/operator string to reduce complexity or specificity.