Aprende a escuchar todo en Twitter y Google

How to develop a successful listening strategy on Google?

The digital world requires creating solid listening strategies to better understand your audience and competitors. Google, being the most popular search engine globally, offers a great opportunity to discover who is talking about your brand, what they are saying, and how your content is being interpreted.

What can you get from Google?

By using Google for listening, it is possible to get several types of valuable information:

• Mentions: Identify whether they are talking about your brand, users or competitors.
• Keywords: Find keywords that are essential to your industry.
• Published content: Examine publications of your brand and your competitors.
• Advertising strategies: Observe when and how competitors are capturing the audience.
• Authors and content generators: Know who is behind the mentions.

How to perform an effective analysis?

Let's imagine you are the owner of a bakery and you want to examine the presence of your business on Google. With an "ego surfing", you identify how your brand is positioned and what improvements you can implement. It is possible to find:

• Information from your social media profiles such as Facebook and Instagram.
• Videos and photos that may have been shared by third parties.
• Comments and reviews, even negative ones, which are an opportunity to improve.

How to use Twitter for a listening strategy?

Twitter is an excellent tool for listening to what is being said about brands in real time, due to its user-friendly design and its ability to track trends.

What advantages does Twitter offer?

By using Twitter for listening, you can:

• Search for mentions: constantly monitor what is being said about every aspect of your brand.
• Map authors and influencers: Identify who the opinion leaders are within your industry.
• Use hashtags: Leverage relevant hashtags to see conversations of interest.

How to search for negative mentions?

If, for example, you manage McDonald's presence on Twitter, you can search with hashtags such as #mcdonalds, as well as spelling variations so as not to omit important mentions. This offers:

• The ability to follow mentions in real time or by specific periods.
• Quickly detect negative trends related to the brand, such as the cost of its products, and develop strategies to address them.

How to build a listening plan?

To build a solid listening plan:

1. Define your keywords: These must be precise and relevant.
2. Select your platforms: Decide where your audience is located, such as Google or Twitter.
3. Collect qualitative and quantitative data: Create a database to evaluate mentions.
4. Analyze insights: Detect areas of improvement or strengths of your brand.
5. Act on the findings: Implement actions in real time to address problems or enhance positive aspects.

Listening not only strengthens the relationship with your customers, but also allows you to stay competitive. Invite your team to collaborate in this exercise to enrich and diversify strategies. Continue exploring with us other platforms such as Instagram and YouTube and refine your listening strategy.